Regulating for socially responsible advertising within the gambling industry

Abstract

Advertising is one of the most salient features of a modern market economy. Its importance for market competition is immeasurable. Competition, in turn, is of ultimate benefit towards consumers and equally towards economy and society in general. On the other hand, however, consumers are often wary of advertisements, and of the potential trickery they may portray. This polarisation of views is no less evident within the gambling sphere. On the one hand gambling is viewed as a form of entertainment, and a contribution to a country’s economy, and on the other hand it is seen as a potential danger to society due to the possibility of the development of a compulsive gambling disorder. When the two spheres are brought together, it comes as no surprise that gambling advertising is no less controversial1. Due to the traditional nature of Maltese society, the Maltese legislator is faced with an increased difficulty to strike a balance between economic growth and protection of society. Ultimately, it is deduced that, the enactment and implementation of socially responsible gambling advertising regulations could present a suitable solution to such a controversial topic. This study endeavours to engage in a comparative exercise of such regulations, with the aim of proposing improvements to Malta’s current regulatory processes.