iGaming advertising in Malta: display, video and DOOH rules
Malta permits advertising for authorised operators and games under the Gaming Commercial Communications Regulations (S.L. 583.09), interpreted by the MGA Commercial Communications Committee guidelines. The rules are principle-based: no inducement, no appeal to minors or vulnerable people, mandatory age statement and responsible gaming messaging, with dedicated provisions for public places, premises identification and broadcasting.
- Regulator
- Malta Gaming Authority
- Minimum age
- 18+
- Last checked
- 22 Sept 2026
Rules by channel
Permitted for authorised operators. Units must carry the minimum age and responsible gaming messaging, avoid inducement and any appeal to minors, and state promotional terms clearly.
Permitted, with a dedicated broadcasting section in the MGA guidelines restricting TV and radio communications. Specific watershed hours are not confirmed in the published guidance.
Permitted, subject to the public places and premises identification provisions. Youth-oriented environments must be excluded; no specific school-proximity distance is confirmed.
Licensing and permitted advertising
Only licensed or otherwise authorised operators and games may be advertised. Unauthorised operators may not advertise at all.
- Gaming Commercial Communications Regulations (S.L. 583.09) apply to every commercial communication
- MGA Commercial Communications Committee guidelines interpret and enforce the regulations
- The rules bind anyone collaborating on marketing or promotional services, including affiliates
Audience and age rules
Advertising must state the minimum legal age and must not appeal to or target minors and vulnerable people. No numeric audience-composition threshold is confirmed.
- Minimum age statement required in the creative
- No targeting of, or strong appeal to, minors
- No sponsorship of activities mainly involving minors or vulnerable people, and no merchandising aimed mainly at minors
Creative and content rules
Content must not encourage irresponsible play or misrepresent what gambling is.
- No condoning of irresponsible behaviour
- No portrayal of gambling as solving problems or as an alternative to employment
- No reference to the availability of credit
- No disparagement of other licensees, and no inducement
Responsible gaming and promotions
Responsible gaming messaging is mandatory and promotions must be transparent.
- Ads must carry responsible gaming messages and reference a responsible gaming portal
- Promotional schemes must not be misleading; time or space-limited promotions are separately restricted
- Sponsorship must exclude product placement
Sources
Every campaign we run in Malta is gated on licence, market and age before the bid, with creative and placement checks applied per channel and placement-level evidence in reporting. This brief is a planning summary, not legal advice — confirm the current rules with the regulator before launch.
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