MGA issues social responsibility warning over coronavirus marketing
Operators and affiliates reminded not to make reference to Covid-19 under MGA marketing guidelines
The Malta Gaming Authority (MGA) has warned licensees that all marketing must be socially responsible in light of the Covid-19 pandemic.
The MGA has taken steps to ensure that associated operators and affiliates do not make any “direct or indirect reference to Covid-19, or any related circumstance” in their communications and marketing as online gambling rates increase during lockdown.
This directive comes in accordance with the MGA’s Commercial Communications Regulations.
If any operator or affiliate were to reference the outbreak, the MGA noted that it “would be considered to amount to a breach of the regulation”.
The MGA said in a statement: “The Authority urges its licensees to pass on this information to any affiliates, and to be vigilant and ensure that their brands are not being promoted in an unethical and socially irresponsible manner.”
Also required under the MGA regulations are that no communications should “portray gambling as socially attractive” or “suggest gaming can be an alternative to employment” among other various stipulations.
Malta-based Kindred Group this month communicated a zero-tolerance policy with affiliate partners over the use of coronavirus in promotional marketing.