MGA states zero tolerance approach to crisis marketing

The Malta Gaming Authority (MGA) has reminded all licensed incumbents of their duties in ensuring that ‘responsible commercial communications’ are thoroughly maintained during the ongoing global COVID-19 crisis.

Writing to operators, the MGA demanded that that responsible communications and engagements are upheld with consumers who have been forced into lockdown or isolation by their national governments.

It said: “We remind all licensees that, in accordance with the ‘Commercial Communications Regulations’ to which they are subject, all commercial communications must be socially responsible, especially in light of the current situation.”

Issuing a firm warning, the MGA stated that it will take a zero-tolerance approach to any operator that communicates ‘directly or indirectly’ COVID-19 led messaging as a means to communicate with customers.

Furthermore, the MGA reminded operator marketing teams that conditions of its communications code must be upheld, with incumbents ensuring that messaging does not:

  • encourage antisocial behaviour
  • suggest that gaming can be a resolution to social, educational, personal or professional problems
  • suggest that gaming can be an alternative to employment
  • a solution to financial concerns or a form of financial investment
  • portray gaming as socially attractive or
  • suggest that solitary gaming is preferable to social gaming

The MGA urged operators to make sure that affiliates, agencies and marketing partners are aware of its commercial communications requirements during this time of crisis.

Closing its statement, the MGA recognised the difficulties faced by incumbents operating during a period in which staff have been forced to work from home, adding that protection of consumers remains the authority’s top priority.

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