State-run Philippine Amusement and Gaming Corp. (PAGCOR) and the Ad Standards Council (ASC) on Wednesday signed a memorandum of understanding (MOU) to regulate and pre-screen gambling-related advertisements across all media platforms. The agreement follows nine months of consultations between the two bodies.
PAGCOR chairman and chief executive Alejandro Tengco and ASC chairperson Golda Roldan led the signing ceremony at the PAGCOR Corporate Office in Pasay City. The initiative aims to promote responsible advertising within the gaming industry.
The MOU adds gambling to the ASC’s list of “must-screen” categories, which also includes alcoholic beverages, over-the-counter medicines, food supplements, airline/transport services with promotional fares and breast milk substitutes.
Tengco said the MOU was the result of careful planning and thorough consultations with the ASC, refuting claims that it was a rushed response to recent concerns about illegal online gambling and unregulated advertising.
“Almost a year ago, we began initial talks about this initiative. Today, we are gathered here to formally sign this agreement so that we can immediately execute everything we committed to in this Memorandum of Understanding,” Tengco said.
Under the agreement, all branded or corporate gambling advertisements – including those on television, radio, online, and outdoor platforms – should be reviewed and approved by the ASC before public release. This measure is intended to curb misleading content and protect vulnerable groups from potential harm.
“Our primary objective here is simple: to ensure that gambling advertisements do not deceive and do not take advantage of others’ weaknesses,” the PAGCOR chief said.
Roldan said the collaboration underscores the ASC’s commitment to consumer protection, particularly in industries requiring heightened sensitivity in messaging.
“We stand with PAGCOR in our shared goal of protecting the Filipino people, especially in sectors like gambling where communication requires greater sensitivity and care,” she said.
Earlier this month, PAGCOR issued a directive for the immediate removal of all gambling-related billboards and out-of-home advertisements, including those on public transport systems such as buses, jeepneys, taxis and trains.
All PAGCOR licensees and stakeholders have until Aug. 15, 2025, to comply with the directive.
