Marketing and advertising are a critical part of any gaming service. Consumers are faced with a wide array of options in terms of operators and games across different mediums. Players can choose anything from slot machines in one of the casinos, online sports-betting to a traditional bingo. Attracting consumers is an important consideration for gaming operators, whether it is through traditional or digital means of advertising, or via inducements and bonuses. In light of this, the proper regulation of advertising of gaming services is of paramount importance.
The Malta Gaming Authority (MGA) is of the view that the current rules on the advertising of gaming services need to be updated to better reflect the sector’s development, in terms of player behaviour, marketing techniques, new technologies, regulatory practice, and the needs of society in general. To this effect, the Authority is hereby publishing the draft Code of Commercial Communications for public consultation and feedback.
The general aim of the proposed Code is the protection of minors and other individuals who are, or may be more susceptible to problem gambling, the promotion and safeguarding of players’ rights and responsible gaming, the elimination of misleading terms, and in general the fair and non-predatory treatment of consumers by gaming operators.
Queries and requests for clarifications with respect to the content of the document, as well as contributions/feedback from interested parties may be sent to [email protected]
Closing date for feedback on the aforementioned consultation is Monday, 28 March 2016.