Malta has voiced strong opposition to a citizen petition pushing for a European Union-wide ban on online gambling advertisements. This stance further highlights the ongoing friction between Malta and the EU over gambling regulations. While an EU gambling tax was once on the table, the current focus is a petition—originating from Cyprus and submitted via the European Citizens’ Initiative—calling for a legislative proposal to ban gambling ads across the EU.
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Malta’s Position on the Petition
The proposal sparks considerable concern for Malta, a key player in the igaming sector. Maltese MEP Peter Agius was vocal at a recent hearing, warning that an EU-wide ban could inadvertently drive gambling traffic towards illegal operators, undermining consumer protection efforts. Agius pointed out that gambling policies are mainly a national responsibility, with EU oversight stepping in primarily for misleading advertising practices. Still, agius referenced a 2023 Strategy& (PwC) study for France’s gambling regulator, ANJ, which found that illegal operators hold a major share of online gambling markets in several EU states. The statistics are stark: 66% of gamblers using illegal sites reported problematic behaviors, compared to just 22% among those using licensed platforms.
EU Advertising Precedents
While the idea of an EU-wide ban remains a citizen’s proposal, not yet a legislative measure, there are precedents for EU-wide advertising restrictions in other industries. The EU’s Tobacco Advertising Directive, for instance, prohibits cross-border tobacco advertising. Still, similarly, the Digital Services Act and the Unfair Commercial Practices Directive impose restrictions on targeted ads and deceptive claims, respectively. Current national policies on gambling ads vary across Europe. Italy and Belgium have near-total bans, whereas Poland restricts ads to mutual betting. And the Netherlands bans untargeted ads, while Spain, Croatia, and Ireland limit TV gambling ads to nighttime hours. Despite these regulations, unlicensed gambling ads on platforms like Meta’s Facebook and Instagram have drawn criticism, leading to regulatory complaints.
Regulatory Challenges and Uncertainties
The push for an EU-wide ban raises several logistical questions. EU legislators must consider how such a measure would be enforced, weighing it against the existing market of national regulations. The task of monitoring compliance and curbing illegal advertising across diverse jurisdictions poses a major challenge. Concerns about Meta’s enforcement practices against illegal gambling ads have already prompted complaints to the European Commission. The Dutch gaming association VNLOK accused Meta of insufficient action to curb such advertisements, reflecting broader frustrations with the current regulatory framework.
What’s Next for the Proposal?
The future of the petition hinges on the European Commission’s response. If the Commission decides to act, it could propose new legislation, setting the stage for intense discussions among EU member states. Until then, the petition remains a point of contention, particularly for Malta as it navigates its role within the EU’s regulatory framework.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
