The Philippine Amusement and Gaming Corporation (PAGCOR) has announced that all gambling advertising must now feature messaging about the newly formed National Problem Gambling Helpline (NPGH).
Operators will have until 15 July to ensure that all existing responsible gambling advertisements are replaced with materials promoting the helpline, according to a memorandum issued to stakeholders by the Gaming Licensing and Development Department earlier this month.
The directive will cover billboards, wallscapes, digitally displayed ads and other out-of-home advertising platforms, according to PAGCOR. Operators must provide a report before 16 July on their progress in replacing the ads.
Alejandro Tengco, PAGCOR’s Chief Executive Officer and Chair, said: “By promoting the NPGH that we launched recently, we can offer professional support for individuals and families affected by gambling-related harm.
“Responsible gaming goes beyond awareness. It also means ensuring that help is readily available to those who need it most.”
The 24/7 helpline was launched in May by PAGCOR in partnership with the Seagull Flock Organisation to provide access to trained counsellors for those struggling with problem gambling harm.
At the time, PAGCOR said that the launch reflected its commitment to promoting responsible gambling.
Advertising has represented a strong focus for PAGCOR, which ordered the removal of all billboards and other out-of-home gambling advertisements in July 2025 as part of tighter regulations on gambling-related promotions.
PAGCOR has also committed to implementing a TV and radio ad blackout during ‘primetime’ between 5:30pm and 8:30pm. Tengco also told Senators earlier this year that the body is exploring the possibility of a complete ban on gambling advertising.
Philippines to step up cybercrime enforcement
Elsewhere in the Philippines, two of the country’s biggest enforcement agencies have united in their fight against cybercrime, including illegal online gambling.
As reported by the Philippine News Agency, the Cybercrime and Coordinating Centre (CICC) has entered a strategic partnership with the National Bureau of Investigation (NBI) to lead a joint crackdown on online criminal activities through pooling resources and sharing research.
CICC Undersecretary Renato Paraiso said: “This collaboration is about combining our strengths, expertise, and resources to build a safer digital space for every Filipino. By working together, we can respond better to cyber threats, improve public awareness, and ensure that those who exploit technology for criminal activities are brought to justice.”
Like many markets around the world, the Philippines has been forced to contend with a significant gambling black market, and the CICC and NBI have been at the forefront of this battle.
The CICC has put a particular emphasis on the use of influencers to promote illegal operators, and the body confirmed in March that ten prominent influencers are under suspicion of breaching Philippine law due to their links to such sites.
