Philippines cracks down on out-of-home gambling ads in sweeping policy shift

In a significant move reshaping the advertising playbook for gambling operators, the Philippine Amusement and Gaming Corporation (PAGCOR) has ordered the removal of all out-of-home gambling advertisements by 15 August - a sweeping directive that will impact both digital and static media across the country’s public spaces.

Announced through a statement on 11 July, PAGCOR's memorandum instructs all licensed gambling operators, suppliers, system administrators, and venue owners to strip gambling-related visuals from billboards, trains, buses, jeepneys, and taxis. The move reflects mounting concern over the visibility of gambling promotions in everyday environments and their perceived influence on the public - especially minors.

“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,” said PAGCOR chairman and CEO Alejandro H. Tengco. “Regulating excessive and pervasive gambling advertisements is a critical step in protecting vulnerable sectors of society, especially the youth.” 

Don't miss: Philippines faces 'big threat' as Thailand moves to legalise casinos

The directive follows a 7 July memorandum and includes stringent reporting requirements. Operators must submit an inventory of all billboard and wallscape ads - including size, location, material, permit details, and contract timelines - by 16 July, leaving advertisers with less than a week to comply after the announcement.

Under the new rules, no new ads may be erected in place of those removed unless they explicitly promote institutional or responsible gaming, and only with prior PAGCOR approval. “We have given all our licensees and stakeholders until August 15 to completely remove all gambling-related ads,” Tengco said.

The message is clear: gambling may remain allowable in the Philippines, but how it is marketed will be subject to far greater scrutiny. The restrictions are expected to have an immediate effect on marketing strategies for both licensed and unlicensed platforms.

Tengco emphasised that the agency does not support a total ban on gambling ads but favours tightened regulation as a way to curb excesses without driving the industry underground.

PAGCOR and the Ad Standards Council are also one step ahead - poised to sign a Memorandum of Agreement to strengthen oversight over gambling ads across digital platforms, including TV, e-wallets, and ride-hailing apps.

Although no formal ban on online gambling ads has been implemented, the government is reviewing measures such as higher minimum bets, 10% taxes, and e-wallet restrictions. Some legislators have backed tougher rules, including outright bans - proposals PAGCOR considers ineffective in addressing the rise of illegal operators.

The country’s gambling sector was projected to exceed US$6 billion in revenue in 2024, fuelled largely by the rapid expansion of electronic gaming. PAGCOR’s own contribution to the national treasury reflects this surge, with a 25% year-on-year increase in May 2024 alone, reaching US$55.9 million.

Related articles:
The Stop Gambling Foundation strikes back against online gambling with 'Tit for Tat' campaign
Online scams and gambling main target of social media takedowns, says minister
Gambling ads to go across NSW ‘vast’ public transport network