PAGCOR Replaces Responsible Gambling Ads with New National Helpline Promotion

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The helpline launched on May 26

PAGCOR helpline

Key Takeaways:

  • PAGCOR requires gaming operators to swap responsible gambling ads for materials promoting a new 24/7 helpline
  • Deadline for compliance is July 15, with reports due the next day
  • Shift signals a more interventionist regulatory approach emphasizing immediate support over awareness campaigns

Philippine regulator PAGCOR has told gaming operators to replace existing responsible gambling ads with materials promoting the new National Problem Gambling Helpline, per Asia Gaming Brief. 

The memorandum, issued June 9, covers licensees, suppliers, gaming system administrators, and venue operators under PAGCOR authority. The helpline, launched on May 26, runs 24/7 and connects callers to confidential counselling support. 

The helpline was first announced in December.

PAGCOR chairman and CEO Alejandro Tengco said, “Responsible gaming goes beyond awareness. It also means ensuring that help is readily available to those who need it most.”

Compliance Deadline Set

Operators must complete the advertising swap by July 15 and keep the new materials in place through September 15, with a compliance report due July 16. 

PAGCOR said the helpline promotion will not need approval from the Ad Standards Council; instead, the agency will issue an exemption certificate directly. Non-compliance could trigger regulatory sanctions, though PAGCOR has not spelled out the penalties. 

The move follows last year’s broader crackdown on billboard and other out-of-home gambling advertising across the Philippines.

The agency has framed the helpline as part of a wider effort to make the industry more accountable while giving at-risk players and their families a simpler path to help.