Goodbye ‘gaming’: Pagcor messaging overhaul rebrands it as ‘gambling’

The Philippine Amusement and Gaming Corp. (Pagcor) is abandoning the industry’s long-preferred euphemism of “gaming” in favor of the more direct term “gambling,” part of a wider effort to reposition itself as a regulator promoting accountability and public safety.

Why it matters:

The shift reflects a growing push within government to acknowledge the risks associated with online gambling, amid criticism from lawmakers and civil society over its social impact. The messaging overhaul is also intended to preempt tighter legislative scrutiny and mounting public backlash.

Pagcor’s newly adopted slogan—“Gambling can be addictive. Know when to stop”—replaces the previous version that encouraged users to “keep it fun” .

Zoom in:

The change was formally presented during a July 7 townhall with electronic gambling licensees. It includes a partnership with the Ad Standards Council (ASC) to enforce mandatory content screening for all gambling-related advertising across media channels .

• Gambling has now been added as the sixth “must-screen” advertising category, alongside alcohol, milk, food supplements, over-the-counter drugs, and transport fare promos.
• Pagcor and ASC will screen all promotional materials, including digital ads, print, out-of-home billboards, cinema spots, and broadcast placements .

Alejandro Tengco

The Pagcor chief is tightening regulations around the online gambling industry in response to criticism from the public.

Details:

Ad guidelines prohibit targeting minors, making misleading claims, or portraying gambling as glamorous, a solution to financial problems, or culturally acceptable based on superstition. Casino imagery is also restricted.

Pagcor is also working with the Seagulls Flock Organization to deploy trained counselors for a 24/7 helpline. It is accrediting rehabilitation centers and launching a Responsible Gambling Ambassadors training program.

Between the lines:

The messaging change comes as online gambling becomes more politically sensitive. Several lawmakers have called for bans or tighter controls on the industry, warning of POGO-like social fallout.

What’s next:

Pagcor’s shift toward openly calling the sector “gambling” is a tactical move to preserve its rapidly growing revenues. By addressing criticisms head-on, the agency aims to sustain public trust while keeping the sector’s financial contribution intact.

— Edited by Daxim L. Lucas