The Philippine Amusement and Gaming Corporation (PAGCOR) and the Ad Standards Council (ASC) signed a memorandum of understanding to regulate and pre-screen gambling-related advertisements across all media platforms.

The agreement — nine months in the making — aims to promote responsible advertising within the gaming industry.

PAGCOR chairperson and CEO Alejandro H. Tengco and ASC chairperson Golda Roldan led the signing ceremony at the PAGCOR Corporate Office.

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

Tengco said that the agreement was the product of careful planning and thorough consultations, refuting claims that it was a rushed response to recent concerns about illegal online gambling and unregulated advertising.

“Almost a year ago, we began initial talks about this initiative. Today, we are gathered here to formally sign this agreement so that we can immediately execute everything we committed to in this Memorandum of Understanding,” Tengco said.

Under the agreement, all branded or corporate gambling advertisements — including those on television, radio, online, and outdoor platforms — must be reviewed and approved by ASC before public release.

This measure is intended to curb misleading content and protect vulnerable groups from potential harm.

“Our primary objective here is simple: to ensure that advertisements about gambling are not deceptive and do not exploit the weaknesses of others,” the PAGCOR chief added.

Roldan, on the other hand, stressed that the collaboration underscores ASC’s commitment to consumer protection, particularly in industries requiring heightened sensitivity in messaging.

“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 those on public transport systems. PAGCOR licensees and stakeholders have until 15 August to remove all gambling-related outdoor ads.