Authorities strictly regulate the gambling industry as it significantly impacts players and potential customers. That is why specific markets have adopted a legal framework to protect and promote responsible gambling. Here are the differences between the biggest gambling markets in the world.

How are gambling ads regulated in the UK?

The UK gambling industry is strictly regulated as it offers a variety of gaming opportunities, so how operators handle advertising is essential. Thus, there’s no surprise that the government must control specific aspects to avoid excessive and harmful advertising. 

Who regulates gambling advertising?

The UK government introduced comprehensive legislation concerning gambling advertising. These current regulations are enforced by the UK Advertising Standards Authority (ASA), and the rules are part of the CAP code (the Code of Non-broadcast Advertising and Direct and Promotional Marketing). 

Thus, gambling advertising must promote responsible play and not be appealing or misleading. Also, these advertisements must not target potential underage players and must not imply that gambling can be a solution for financial struggles. Also, gambling ads must not partner with programs or products that might appeal to children or be displayed in places surrounded by vulnerable customers. Moreover, televised ads are entirely banned from airing before 9 pm. 

Upcoming changes in UK’s gambling advertising industry in 2023

This year, the government announced that a new set of regulations would be implemented targeting stricter rules for gambling ads. First and foremost, the new restrictions will ban televised gambling ads during live sporting events, which target online and radio ads. 

This measure will hopefully manage the increase in underage gambling rate and reduce the potential harm to vulnerable players who have to deal with problem gambling. 

How is the Maltese government handling gambling ads?

The Maltese gambling market is notorious for leading the international gambling industry, imposing a set of rules and regulations that inspire other jurisdictions to maintain their focus on protecting players. Thus, the Maltese government is known for periodically updating the legislation to conform to technological changes. 

The central regulatory authority handling the enforcement of gambling regulations is the Malta Gaming Authority (MGA). This authority is responsible for overlooking the legal operation of gambling providers and implementing penalties for those who do not comply. 

Principal regulations for Maltese gambling ads

Even though there are similarities between the UK’s gambling industry and the Maltese gambling industry, there are some key differences. For example, specific forms of advertising such as bonuses, promotions and other types of incentives are strictly regulated when it comes to advertising. 

Moreover, TV ads regarding gambling opportunities are forbidden from broadcasting between 6 AM and 7 PM. Also, gambling ads cannot follow any children’s programs broadcast between 7 PM and 6 AM. Also, gambling ads are prohibited from being exposed on public transportation or other places. These regulations are meant to protect the vulnerable audience and reduce the rate of underage gambling. 

Based on kingcasinobonus.uk coverage of UK gambling ads, which are very strictly limited in online mediums and banned from TV & radio, we can see more tolerance in Maltese regulations by comparison.

Similarities between how the industries handle advertising

Even though there are some differences between how these authorities handle gambling advertising, these regulations primarily aim to protect the audience that may be exposed to harmful content. That is why the United Kingdom Gambling Commission is keen on operators promoting responsible gambling and including self-exclusion programs for all operators. 

Are there any potential changes in the Maltese gambling industry?

For now, the Maltese government has not announced new upcoming regulations regarding the management of gambling ads. However, the Malta Gaming Authority (MGA) has updated a new set of rules that require operators to get approval from the MGA before releasing new gambling ads. So, the process of operators promoting their services is more complex than others. The authority must verify if the ads enable the rules of having a responsible connotation. 

Gambling ads must undergo severe compliance rules 

Even though some might believe these regulations can affect certain businesses, there are many alternatives for operators to run legally. However, it is essential to protect players who might be prone to developing a gambling problem and not share harmful content with the wrong audience, such as underage people. 

All in all, the UK and Maltese industries do not impose such drastic regulations as other countries. For example, in Italy, gambling ads are entirely banned. Therefore, these industries have managed to bring a certain level of balance so that both parties involved can benefit from it.