PAGCOR orders removal of all gambling billboards by Aug. 15, new ad rules to follow.

The Philippine Amusement and Gaming Corporation (PAGCOR) has directed all licensed gambling operators and affiliated entities to remove all out-of-home (OOH) gambling-related advertisements by August 15.

The directive, announced through a memorandum dated July 7, applies to digital and physical materials displayed on public transportation and buildings, including trains, buses, jeepneys, and taxis.

Operators, suppliers, system administrators, and venue operators must also submit by July 16 an inventory detailing the size, material, location, rental contract expiration, and permit number issued by the Ad Standards Council (ASC) for each billboard and wallscape ad.

Curbing public visibility

PAGCOR Chair and CEO Alejandro Tengco said the move is part of the regulator’s broader initiative to limit public exposure to gambling promotions. “We have given all our licensees and stakeholders until August 15 to completely remove all gambling-related ads,” Tengco said. He also warned that reinstalling new ads in place of those removed will lead to penalties.

“Regulating excessive and pervasive gambling advertisements is a critical step in protecting vulnerable sectors of society, especially the youth,” he added.

The measure follows concerns raised by church groups and legislators regarding the social impact of gambling, particularly the accessibility of online platforms and their advertising reach. PAGCOR stated that only campaigns promoting institutional or responsible gaming will be allowed moving forward.

New ad guidelines underway

In coordination with the ASC, PAGCOR is preparing new guidelines governing the placement and content of gambling advertisements. A formal agreement between PAGCOR and the ASC is scheduled to be signed on July 16.

According to a PAGCOR representative, these rules will prohibit OOH advertisements near schools, hospitals, and churches. Restrictions will also apply to television ads, which will be banned from airing during prime time slots.

The memo initiating the directive was signed by PAGCOR Assistant Vice Presidents Jeremy Luglug of the Electronic Gaming Licensing Department and Ma. Vina Claudette Oca of the Gaming Licensing and Development Department.

Regulating digital gambling promotions

With gambling ads increasingly appearing in digital channels such as ride-hailing platforms and e-wallets, PAGCOR is also reviewing regulatory frameworks for online promotion. “While PAGCOR is mandated to regulate the gaming industry and generate revenues for nation-building, we do not want to encourage a culture of gambling addiction,” Tengco said.

Lawmakers in both houses of Congress are considering legislation to tighten regulations on online gambling. Proposals include a 10% tax on operators, restrictions on e-wallet use, and higher minimum bets. Some legislators have advocated for an outright ban on online gambling, a stance PAGCOR does not support. The regulator has argued that prohibition may not address the issue of illegal operators targeting vulnerable populations.

Separately, the Fintech Alliance Philippines, an association of e-wallet providers, recently announced plans to implement stricter internal controls to limit access to online gambling. The Bangko Sentral ng Pilipinas is also expected to issue updated guidelines to support these efforts.