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Malta’s gambling regulator has launched a new artificial intelligence (AI) gaming charter after finding that governance is struggling to keep pace as the technology becomes more widely used across the sector.

The Malta Gaming Authority (MGA), working alongside the Malta Digital Innovation Authority (MDIA), drafted the voluntary charter following extensive surveys and interviews with industry licensees.

That study found that AI adoption across the gambling industry remained uneven. It highlighted customer support, data analytics, fraud detection, and responsible gaming as areas where the technology was already being heavily used.

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“ARGN will help to shape these principles into standards while allowing countries to implement them in ways that fit their local realities.”

When asked what responsible gambling measures the ARGN was seeking the implementation of, Akolade said the network wanted to establish minimum player protection standards across African markets and move responsible gambling requirements beyond paper-based rules towards measures that are actively enforced.

“We would like to see stronger player protection measures across African markets,” Akolade adds. “That includes enforcement of effective age and identity verification, meaningful self-exclusion systems, responsible gambling advertising standards, improved access to counselling and treatment services and stronger action against illegal operators.

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The meeting brought together 40 professionals from the clubs’ legal, communications and marketing departments, as well as executives from companies in the betting sector. Club officials are concerned about the financial impact of the measures, which could impact sponsorship contracts signed with betting companies.

One of the main concerns is Bill 560/2025, which is currently making its way through the council. The proposal prohibits advertising by betting companies at events in the city of São Paulo. This applies to events organised by public or private entities, whether for-profit or non-profit.

The bill prohibits signs, banners, or display panels in arenas, gymnasiums, stadiums and other sports event venues. It also bans advertising on public transport, such as the side panel, exterior or the rear window of buses. The bill imposes a fine of BRL50,000 ($10,000) and a ban on hosting events for up to two years.