Pagcor, Ad Standards Council ink MOU to regulate gambling ads

AFTER nine months of consultations, the Philippine Amusement and Gaming Corp. (Pagcor) and the Ad Standards Council (ASC) signed a memorandum of understanding (MOU) for the regulation and pre-screening of gambling-related advertisements across all media platforms on July 16, 2025.

Pagcor Chairman and CEO Alejandro Tengco and ASC Chairman Golda Roldan led the signing ceremony at the Pagcor Corporate Office in Pasay City as part of efforts to promote responsible advertising in the gaming industry.

FOR RESPONSIBLE ADVERTISING Philippine Amusement and Gaming Corp. Chairman and CEO Alejandro Tengco (third from left) with (from left) Ad Standards Council President Anna Locsin, ASC Chairman Golda Roldan and Pagcor Assistant Vice President for Gaming Licensing and Development Ma. Vina Claudette Oca. PAGCOR PHOTO

The agreement adds gambling to ASC’s list of “must-screen” categories — joining alcoholic beverages, over-the-counter medicines, food supplements, airline/transport services with promotional fares and breast milk substitutes.

Tengco said the MoU was a product of careful planning and thorough consultations with the ASC, contrary to what detractors were claiming that it was a rushed response to recent concerns about illegal online gambling and unregulated advertising.

Under the agreement, all branded or corporate gambling ads — including television, radio, online and outdoor advertising — must be reviewed and approved by ASC prior to public release to curb misleading content and protect vulnerable groups from potential harm.

“Our ultimate goal here is simple: to ensure that gambling advertisements are not misleading and do not exploit the vulnerabilities of others,” the Pagcor chief said. 

“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,” Roldan said.

Earlier this month, Pagcor issued a directive ordering the immediate removal of all gambling-related billboards and out-of-home advertisements including from public transport systems like buses, jeepneys, taxis and trains.

Stakeholders have until Aug. 15 to completely remove all gambling-related outdoor ads.