The Market Monitor Minding the Nation's Business
After nine months of consultations, the Philippine Amusement and Gaming Corporation (PAGCOR) and the Ad Standards Council (ASC) on July 16 signed a landmark Memorandum of Understanding (MOU) that mandates the pre-screening and regulation of gambling-related advertisements across all media platforms.
PAGCOR Chairman and CEO Alejandro H. Tengco and ASC Chairperson Golda Roldan led the ceremonial signing at the PAGCOR Corporate Office in Pasay City, signaling a joint commitment to promote responsible gaming and truthful advertising.
Under the agreement, all branded or corporate gambling ads—whether for television, radio, online, or outdoor display—must now undergo ASC’s mandatory review and approval before being released to the public. Gambling now joins the ranks of ASC’s “must-screen” categories, alongside alcohol, OTC medicines, food supplements, airline promos, and breast milk substitutes.
Mr. Tengco emphasized that the MOU was a product of thorough discussions and long-term planning.
“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,” he said.
He added that the goal of the initiative is simple but crucial:
“Simple lamang po ang pinaka-layunin natin dito: ang tiyakin na ang mga patalastas ukol sa sugal ay hindi nanlilinlang at hindi sumasamantala sa kahinaan ng iba.”
ASC Chairperson Roldan affirmed their agency’s support:
“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.”
Earlier this month, PAGCOR also directed all licensees and operators to remove gambling-related billboards and out-of-home ads, including those in public transportation. A compliance deadline of August 15 was set for the complete takedown of such materials.
The MOU marks a significant step in the collaborative effort to curb misleading content, shield vulnerable sectors, and promote accountability within the Philippine gaming industry.
(USE RELATED PHOTO THAT I HAVE ATTACHED HEREWITH)
PHOTO CAPTION:
PAGCOR Chairman and CEO Alejandro H. Tengco (3rd from left) and ASC Chairperson Golda Roldan (2nd from left) lead the signing of the Memorandum of Understanding formalizing PAGCOR and ASC’s partnership to promote responsible gambling advertisements. With them are PAGCOR Assistant VP for Gaming Licensing and Development Ma. Vina Claudette Oca (extreme right) and ASC President Anna Locsin (extreme left).