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The Philippine Amusement and Gaming Corporation (PAGCOR) has issued a sweeping directive to all licensed gambling operators, mandating the removal of all gambling-related advertisements from public spaces by 15 August 2025. This directive applies nationwide and covers a wide range of platforms, including billboards, trains, buses, jeepneys, taxis, and any other forms of transit or outdoor advertising.
The move is part of PAGCOR’s broader efforts to reduce excessive public exposure to gambling promotions and minimise potential harm to young people and other at-risk groups.
New restrictions on public-facing ads
In its official memorandum, PAGCOR directed gaming licensees, suppliers, system administrators, and venue operators to dismantle any gambling advertisements currently displayed in high-visibility public locations. The only exceptions will be institutional or responsible gambling campaigns, and these must receive prior written approval from PAGCOR before deployment.
The memorandum defines public advertisements broadly, meaning that even wallscape banners and vehicle wraps displaying gambling-related content must be taken down.
Statement from PAGCOR leadership
PAGCOR Chairman and CEO Alejandro H Tengco explained that this policy shift is about balancing economic contributions from gambling with the need to protect the Filipino public from potential addiction risks.
Tengco remarked:
“While we regulate the industry to help generate national revenues, we must also ensure that we do not foster a culture of gambling addiction.”
Deadline for ad inventory submission
In addition to the 15 August removal deadline, operators are also required to submit a detailed inventory of all their current advertisements no later than 16 July. This inventory must include the following:
- The precise location of each advertisement
- Size and type of display material
- Permit number issued by the Ad Standards Council
- Contract start and end dates
This requirement aims to give PAGCOR an accurate snapshot of existing marketing campaigns and to help verify that removal orders are being followed correctly.
Consequences for non-compliance
Failure to comply with the memorandum will result in enforcement measures, PAGCOR warned. Any attempts to replace removed advertisements with new promotional material will be treated as a breach of regulatory guidelines.
The agency is committed to holding all stakeholders accountable and made clear that continued violations may impact licensing status or trigger fines.
Context and international comparison
The new advertising restrictions come amid a wave of broader regulatory reforms across the Philippines gaming sector. In recent months, PAGCOR has rolled out initiatives such as the adoption of artificial intelligence for player monitoring, enhanced advertising controls, and the introduction of new support systems for responsible gambling.
Internationally, similar restrictions have been introduced in countries like Italy, the Netherlands, and the United Kingdom, all of which have sought to reduce gambling visibility in everyday environments.
Industry response
The directive is expected to have significant implications for how gambling operators plan their marketing campaigns. Many will now need to pivot towards digital and institutionally focused advertising while ensuring compliance with more rigorous review and approval processes.
For PAGCOR, the decision reinforces its message that industry growth must not come at the cost of public health and welfare.
Source: Gambling Insider
