Maltese regulator updates advertising guidelines
The Malta Gaming Authority (MGA) has released new guidelines governing licensees' advertising and established a new committee to ensure compliance with the new rules.
The new guidance issued by the authority includes a 30-point checklist for licensees that sets out responsible gaming requirements in relation to advertising and promotions.
This will be enforced by the Commercial Communications Committee, which will investigate and publish decisions on any issues that are flagged up within 10 days of receiving a query or submission regarding licensees' advertising. The licensee in question will in turn have three days to respond to a complaint.
“The main functions of the committee lie in reviewing commercial communications brought to its attention and assessing any possible breaches,” the authority explained. “The guidelines are intended to serve as guidance on the interpretation of the regulations, and should not be considered to be a substitute for the relevant laws and regulations.”
The guidelines state that commercial communications must be “socially responsible, with particular regard to the need to protect minors and other vulnerable persons from harm or exploitation”.
The authority underlined that the guidelines also apply to social media accounts and third parties acting on behalf of authorised gaming companies.
Each licensee must be able to offer easy access to online responsible gaming advice. Information has to be no more than two clicks away, when it is not easily visible on the homepage due to space restrictions, such as on a mobile device.
Meanwhile advertising will not be allowed in bars, restaurants or on public transport, and any sponsorship deals will be limited to basic text, logo or imagery, with product placement banned.
“All commercial communications, with the exception of sponsorship, must prominently display, for their entire duration, a sign indicating the minimum age to participate in the game being promoted,” the guidelines add.
Amongst other standard guidelines, gaming companies will also be barred from suggesting that “solitary gaming is preferable to social gaming” and exploiting “cultural beliefs or traditions about gaming or luck”.
The guidelines also state that customers who will self-exclude under a yet-to-be-introduced, unified scheme covering its online licensees must not be targeted with promotions or adverts. In March, the MGA launched a preliminary market consultation to gather stakeholder feedback on the proposed self-exclusion system.
Last month, the MGA revealed how an emphasis on “effective enforcement” of regulations in 2018 led to the cancellation of eight licences and the suspension of another four.
For the latter part of 2018, Malta was operating under new gaming laws, which came into effect on 1 August last year following approval from the Maltese Government. The laws handed the MGA greater powers in terms of both compliance and enforcement.