The Philippine Amusement and Gaming Corporation (PAGCOR) and the Ad Standards Council (ASC) signed on Wednesday a memorandum of understanding (MoU) for the regulation and pre-screening of gambling ads to introduce more stringent criteria for digital and outdoor gambling promotions, with a special focus on timing, content, and placement.

The new PAGCOR directive orders the removal of all out-of-home (OOH) gambling ads — including billboards, vehicle wraps, transit ads, and other public placements — on or before 15 August 2025.

It also prohibits gambling advertisements from airing during primetime television hours between 5:30 PM and 8:00 PM.

The move was lauded by various online gambling crusaders, including Capstone-Intel, headed by its president, Atty. Nick Conti, who previously published a policy brief calling attention to the unregulated expansion of gambling content in both digital and physical spaces. He praised the measure as “a clear and necessary assertion of state oversight amid an evolving entertainment landscape.”

He particularly extolled PAGCOR Chairman Alejandro Tengco for his decisive and forward-looking policy regulating gambling advertisements in the country, marking a critical step in promoting responsible gaming and protecting vulnerable sectors, particularly minors and families.

“This is a strong policy signal. PAGCOR’s move ensures that the promotion of gaming does not overshadow the government’s obligation to uphold public interest, especially where minors, students, and vulnerable individuals may be exposed,” Capstone said in a statement.

As early as last year, Capstone-Intel had already raised concerns over the proliferation of gambling content and advertisements, calling for more coherent regulatory safeguards to prevent the normalization of gaming in both public spaces and youth-centric digital environments.

Further underscoring PAGCOR’s leadership, GCash, one of the country’s most widely used digital payment platforms, has since removed clickable gambling ad links within its app environment, while also enhancing its responsible gambling reminders and partner compliance requirements.

“This demonstrates that when the government sets the tone with clarity and conviction, industry stakeholders will respond appropriately,” Capstone noted.“GCash’s swift alignment with the new guidelines reflects the kind of public-private synergy needed to ensure ethical innovation and consumer protection.”

Capstone-Intel, which conducted a survey on the online gaming industry in the country in 2023, continues to monitor digital behavior and regulatory trends across fintech, gaming, and advertising sectors, and affirmed its support for a balanced and principled approach to gaming regulation — one that allows economic activity to flourish without compromising social responsibility.