The Philippine Amusement and Gaming Corporation (PAGCOR) is pushing for stricter controls on gambling promotions, like enhancing plate verification, a helpline, and a possible total ad ban.
Speaking at the Senate Committee on Games and Amusement on Wednesday, PAGCOR Chairman Alejandro Tengco said that he supports a total ban on gambling ads across broadcast media, extending beyond the current prime-time restriction of 5:30 p.m. to 8:30 p.m. While radio and TV networks have already lobbied for off-peak ad slots to sustain revenue, Tengco argued that a full ban is necessary to protect vulnerable audiences.
Last year, it had already taken immediate actions like the removal of gambling billboards and ads on public transport, while directing the Ad Standards Council to pre-screen digital promotions. Unauthorised ads are subject to blocking by the Cybercrime Investigation and Coordinating Centre and the National Telecommunications Commission.
Global comparisons
Other countries have laid out their own set of rules towards iGaming ads. For instance, the United Kingdom Gambling Commission (UKGC) enforces Advertising Standards Authority codes focused on social responsibility. Ads must not mislead, target minors, suggest that gambling solves financial problems, or feature individuals under 25. Violators may face severe penalties.
In Australia, the Interactive Gambling Act 2001 bans ads for illegal offshore services and restricts promotions during live sports. According to the Australian Communications and Media Authority (ACMA), this enforces rules which limit exposure to children, banning credit offers, and blocking misleading financial claims, with added state-level compliance.
Strengthening player verification
PAGCOR’s Electronic Gaming Licensing Department, headed by Jessa Mariz Fernandez, says it is tightening Know Your Customer (KYC) requirements. Those who plan to register must now present valid government-issued IDs and real-time selfies to complete their transactions. This will prevent the circumvention of identity checks as a way to curb multiple accounts and ensure transparency among the country’s 32 million registered users—roughly half of the adult population, though only 10 million are active, according to Tengco in the hearing.
Raising awareness of gambling risks
Language will also be amended to highlight the dangers of addiction. PAGCOR will translate its tagline, “Gambling is addictive. Know when to stop,” into local languages in the hopes that expanding awareness campaigns will reinforce responsible gaming messages across platforms.
Additionally, PAGCOR has announced that it is partnering with the Seagulls Flock Organisation to launch a 24/7 helpline for individuals struggling with gambling problems. The group will also host the 3rd International Conference on Gambling and Gaming Addiction in Manila from 18-20 May 2026, underscoring the growing emphasis on prevention and treatment.
The Philippines shared key lessons on online gaming regulation at ICE Barcelona 2026, with PAGCOR Chairman and CEO Alejandro H. Tengco emphasizing that effective enforcement is central to credibility and sustainability in a rapidly expanding digital market.#PAGCOR pic.twitter.com/moBHwpex4M
— Philippine Amusement and Gaming Corporation (@pagcorph) January 20, 2026
Payment system reforms
Another priority is restoring access to e-wallets for gaming transactions. The Bangko Sentral ng Pilipinas (BSP) previously ordered providers such as GCash and Maya to cut links to gambling sites in August 2025, as reported by several local media outlets. Tengco argued at ICE Barcelona in January 2026 that stronger safeguards should pave the way for BSP to reconsider, allowing operators to reconnect with payment platforms under stricter oversight.
What’s next
With PAGCOR’s proposed reforms from advertising bans to enhanced verification and support services, Tengco emphasised that these measures aim to balance industry growth with player protection, ensuring that online gaming in the Philippines operates within a secure and transparent framework.
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