Philippine PAGCOR & ASC to Pre‑Screen Gambling Ads

Philippines Leads with Pre-Screened Gambling Ads—Smart, Sensible, and Safe

The Philippines just made a bold move: all gambling ads must now be pre-screened before release.

PAGCOR and the Ad Standards Council (ASC) signed a Memorandum of Understanding on July 16.

As someone committed to responsible gaming, I believe this adds layers of protection for vulnerable players.

Read on to see how this landmark decision transforms responsible promotion in Philippine gambling.

Key Points

• Mandatory pre-screening for all gambling ads across TV, radio, digital, and outdoor media
• Outdoor ads removed by Aug 15 and similar standards applied to all PAGCOR licensees
• Protects vulnerable groups and ensures messaging meets ethical standards

1. What the MOU Changes

After nearly nine months of careful planning, PAGCOR and the ASC formalized their partnership to regulate gambling advertisements. This means any corporate or branded gambling announcement must receive ASC approval across television, radio, online, and physical out-of-home ads .

This MOU adds gambling to ASC’s “must-screen” category list—alongside alcohol, OTC meds, airline promos, and more . PAGCOR licensees had until August 15 to remove all existing gambling billboards and transport ads .

This partnership adds another layer—ad content must now pass both PAGCOR’s licensure standards and ASC’s ethical ad review before airing .

2. Why It’s a Game-Changer

As someone who values integrity in gaming, here’s why I’m impressed:

• Protection for the vulnerable: Requiring ad oversight now guards youth, problem gamblers, and financially fragile people.
• Clarity for operators: No more guesswork or patchwork compliance—they have a clear pathway to approved advertising.
• Consistency with global norms: Many mature markets already vet ads before release; the Philippines now aligns with best practices.

ASC Chairperson Golda Roldan emphasised the shared aim: protecting Filipinos and promoting “greater sensitivity and care” in gambling messaging .

3. The Bigger Picture and Next Moves

This regulation is part of broader efforts to reign in unlicensed operations and predatory marketing. PAGCOR recently ordered the removal of outdoor gambling ads from public transport—another sign of tightening controls .

The ASC, overseen by the Department of Finance, brings decades of experience in ad filtering. Now they’re applying that expertise to gambling.

Looking ahead, we may see proposed limits on time slots, ad placement, and creative content—similar to bans in sensitive areas globally.

My Personal Take: A Responsible Road Forward

This is not regulation for regulation’s sake. It’s a calculated move to ensure that gambling ads are honest, compliant, and considerate. From my standpoint:

• It balances industry growth with community protection.
• It provides tools to combat unlicensed gambling influencers.
• It raises the transparency bar, showing that PAGCOR and ASC take consumer care seriously.

If well-implemented, it could reduce incautious gambling behavior driven by flashy ads. I’d love to see periodic audits and spot checks to ensure compliance.

By requiring pre-screened gambling ads, the Philippines signals a pivotal shift in how the industry communicates to its public. This MOU is more than a policy change—it’s a commitment to responsible gaming and consumer welfare.

For operators, the message is clear: quality and compliance matter. For players, it means safer, more honest engagement.

I applaud PAGCOR and ASC’s collaboration and urge ongoing vigilance and transparency. This should be the new norm globally.

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