Malta Regulator Issues First EU AI Guidelines for Gambling Industry

Malta has introduced the AI Gaming Charter, a voluntary framework that sets out best‑practice principles for the ethical and responsible use of artificial intelligence in gambling operations.

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Developed by the Malta Gaming Authority (MGA) together with the Malta Digital Innovation Authority (MDIA), the guidelines reflect how AI is increasingly shaping customer interaction, compliance decisions, and player protection. 

The regulator clarified that the Charter is not a new law but rather a voluntary sector‑specific code of practice, encouraging licensees to adopt transparent and accountable AI systems that align with Malta’s wider national AI strategy and European frameworks. 

“Trust is fundamental to the responsible adoption of AI. As its use becomes increasingly embedded across the gaming sector, organisations need practical ways to understand where AI is being used, manage the associated risks and ensure that accountability and human oversight remain firmly in place,” MDIA CEO Kenneth Brincat stated.

“The charter translates these principles into practical, sector-specific guidance, bringing together MDIA’s expertise in AI governance and the MGA’s deep understanding of the gaming sector.”

Malta calls for responsible AI in gaming operations 

The Charter stressed that AI should strengthen existing governance and player‑protection systems rather than replace them. Simple automation tools that follow pre‑set rules fall outside its scope, but once AI systems are used to influence decisions or outcomes in gaming, safeguards must apply.

The MGA highlighted that AI can help detect fraud, monitor behaviour linked to problem gambling, and support interventions, but human oversight remains central.

Appropriately designed AI tools can flag suspicious activity, identify vulnerable players, and assist staff in making timely decisions, while accountability and ethical judgement stay with people.

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The Charter also encourages licensees to designate responsible individuals within their organisations to oversee AI use. These contacts should ensure that principles are applied consistently and that staff remain up to date through literacy and refresher programmes.

Licensees already using AI heavily, according to study

To prepare the Charter, the MGA carried out a study of AI adoption among licensed operators. The survey and interviews showed that AI is already being used for customer service, fraud detection, compliance, and player protection.

However, the study found that regulatory readiness has not always matched the pace of adoption. Many operators are still developing awareness of obligations under the EU AI Act and related frameworks. The Charter is therefore meant to act as a bridge, offering practical guidance while aligning with European initiatives such as the AI Pact. 

The study also revealed that while AI adoption is growing, maturity levels vary across the sector. Some operators are advanced in integrating AI into their systems, while others are only beginning to explore its potential.

The Charter provides a common reference point, encouraging all licensees to adopt practices that ensure fairness, transparency, and accountability.

MGA CEO Charles Mizzi also commented on the document, reminding stakeholders that the regulator is not standing against innovation but is helping “create the certainty and confidence needed for innovation to flourish responsibly.”

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