The Philippines Amusement and Gaming Corporation (PAGCOR) signed a partnership agreement with the Ad Standards Council (ASC) on Wednesday, July 16, 2025, to screen gambling-related advertisements across all media platforms. This Memorandum of Understanding (MoU) adds gambling to the ASCs’ list of pre-screen categories, such as alcohol, food supplements, etc.
MoU Between PAGCOR and ASC: Main Points
- This collaboration ensures that gambling advertisements follow prescribed standards and don’t mislead consumers, especially minors and those belonging to the vulnerable sections.
- According to the MoU, all gambling ads on television, radio, outdoor media, and digital platforms must be approved by the ASC before publication.
- PAGCOR has set a compliance deadline for August 15, with the immediate removal of all outdoor gambling ads.
Memorandum of Understanding Signed to Regulate Gambling Ads
The PAGCOR and ASC signed an MoU on July 16 to pre-screen gambling-related ads across all media platforms. The agreement, which has been in development for over nine months, aims to promote responsible gambling within the Filipino iGaming industry. The agreement was signed by ASC chairperson Golda Roldan and PAGCOR head Alejandro H. Tengco at the latter’s corporate office.
The MoU adds gambling ads to the ASC’s list of must-screen categories. Tengco said that the agreement resulted from careful planning and thorough consultations, dismissing rumours of it being a rushed response to recent concerns of illicit gambling operations and unregulated advertising. Tengco commented:
“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.”
According to the terms of the agreement, all branded or corporate gambling advertisements, including those on radio, television, outdoor platforms, and digital media must be reviewed and approved by the ASC before being published. This aims to restrict misleading content, help players avoid online casino scams, and protect minors and vulnerable consumers from the ill effects of harmful gambling.
PAGCOR Aims to Protect Vulnerable Groups
The PAGCOR chief reiterated the organisation’s vision of protecting vulnerable groups. Tengco added:
“Our primary objective here is simple: to ensure that advertisements about gambling are not deceptive and do not exploit the weaknesses of others.”
ASC chairperson Roldan, on the other hand, stressed the ASC’s commitment to protecting consumer rights, especially in industries requiring greater 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.”
PAGCOR had ordered the removal of all gambling-related billboards and outdoor advertisements like those on transport systems earlier this month. Stakeholders have till August 15 to comply with the directives.
Earlier in June, PAGCOR launched a new platform called PAGCOR Guarantee, enabling people to validate gambling websites that are licensed to operate within the country’s boundaries. This was part of a broader effort to rein in unlicensed gambling operators. The move came following a growing number of complaints involving illicit gambling operators practicing shady business policies.
The Filipino government is recently planning to reform existing gambling legislation to keep up with evolving gambling markets. A ban on gambling ads, stricter age verification, and stringent measures to improve player safety are the key terms. PAGCOR has pledged to uphold existing and upcoming legislation, reiterating its commitment to building a safe and sustainable future for iGaming in the Philippines.