NATIONAL
Advocates Philippines
PAGCOR And Ad Standards Council Join Forces To Regulate Gambling Ads Responsibly
Photo credit: PAGCOR
In a significant step toward promoting responsible advertising in the Philippines, the Philippine Amusement and Gaming Corporation (PAGCOR) and the Ad Standards Council (ASC) today formalized their partnership through a Memorandum of Understanding (MOU). The agreement aims to strengthen the regulation of gambling-related advertisements across all media platforms, ensuring these messages remain truthful, responsible, and sensitive to vulnerable audiences.
Under the MOU, all gambling-related ads will now be subject to mandatory pre-screening by the ASC—similar to the process already in place for alcohol, food supplements, over-the-counter medicines, infant formula, and promotional fares from airlines and transport services. The screening seeks to prevent misleading, exploitative, or harmful messages from reaching the public, aligning gambling ads with broader consumer protection standards.
PAGCOR Chairman and CEO Alejandro H. Tengco described the signing as a milestone nearly a year in the making.
“Almost a year ago, we began initial talks about this initiative,” Tengco shared during the ceremony. “Today is a historic day because we were able to produce an agreement that will definitely benefit the Filipino people.”
For her part, ASC Chair Golda Roldan expressed strong support for the collaboration, emphasizing the shared mission of safeguarding consumers.
“The ASC stands with PAGCOR in our shared goal of protecting consumers through responsible advertising,” Roldan said.
With gambling continuing to grow as a regulated industry in the Philippines, the partnership between PAGCOR and the ASC underscores the importance of balancing business growth with consumer welfare. Both agencies affirmed their commitment to ensuring that advertising remains a tool for information and entertainment—never at the expense of the public’s well-being.
This initiative marks a forward-looking approach to advertising governance, one that prioritizes integrity, accountability, and care for all audiences.
Under the MOU, all gambling-related ads will now be subject to mandatory pre-screening by the ASC—similar to the process already in place for alcohol, food supplements, over-the-counter medicines, infant formula, and promotional fares from airlines and transport services. The screening seeks to prevent misleading, exploitative, or harmful messages from reaching the public, aligning gambling ads with broader consumer protection standards.
PAGCOR Chairman and CEO Alejandro H. Tengco described the signing as a milestone nearly a year in the making.
“Almost a year ago, we began initial talks about this initiative,” Tengco shared during the ceremony. “Today is a historic day because we were able to produce an agreement that will definitely benefit the Filipino people.”
For her part, ASC Chair Golda Roldan expressed strong support for the collaboration, emphasizing the shared mission of safeguarding consumers.
“The ASC stands with PAGCOR in our shared goal of protecting consumers through responsible advertising,” Roldan said.
With gambling continuing to grow as a regulated industry in the Philippines, the partnership between PAGCOR and the ASC underscores the importance of balancing business growth with consumer welfare. Both agencies affirmed their commitment to ensuring that advertising remains a tool for information and entertainment—never at the expense of the public’s well-being.
This initiative marks a forward-looking approach to advertising governance, one that prioritizes integrity, accountability, and care for all audiences.
Jul 16, 2025
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