The Malta Gaming Authority (MGA) has called on gambling operators to strengthen their monitoring of betting activity and uphold advertising requirements ahead of the 2026 Youth Olympic Games, which begin on October 31. The regulator has warned that failures to meet existing sports integrity obligations could result in enforcement action against licensees.
In a notice issued on October 28, the MGA reiterated its expectations for companies operating under its regulatory framework, emphasizing the importance of identifying and reporting suspicious betting activity throughout the international competition. The Games will run until November 13, with the authority working alongside the International Olympic Committee (IOC) to protect the integrity of sporting events and associated betting markets.
The warning applies to licensed sports betting operators as well as businesses providing critical services to the sports betting sector. The MGA has also highlighted the responsibilities of companies involved in gambling advertising, including external marketing partners working on behalf of licensees.
MGA Reinforces Suspicious Betting Reporting Obligations
The regulator’s reminder centers on Regulation 43 of the Gaming Authorisations and Compliance Directive (Directive 3 of 2018), which establishes reporting requirements for suspicious betting activity. Under this provision, both operators and suppliers of critical sports betting services must notify the MGA when they identify irregularities that raise concerns about betting integrity.
Reports must be submitted through the Suspicious Betting Reporting Mechanism (SBRM), the authority’s designated channel for communicating potentially suspicious activity. Licensees have a maximum of three days from their initial detection of an irregularity to submit a report. However, the MGA expects companies to act immediately once they have sufficient grounds for suspicion, rather than treating the three-day period as an acceptable waiting time.
The authority also expects licensees to maintain appropriate internal governance arrangements. This includes appointing a Sports Integrity Point of Contact responsible for coordinating relevant matters with the MGA’s Sports Integrity Unit.
The unit works with regulatory authorities, law enforcement agencies and sporting organizations on integrity-related matters. Licensees must maintain active cooperation with the unit and other relevant bodies, while ensuring their internal monitoring procedures remain effective throughout the tournament.
The MGA has encouraged companies to apply a proactive, risk-based approach to betting surveillance during the Youth Olympics. Its guidance on reporting procedures and wider sports integrity responsibilities is also outlined in the Guidance Paper on Suspicious Betting Reporting Requirements and Other Sports Integrity Matters.
Although the October 28 notice places particular emphasis on the upcoming competition, the obligations already form part of the regulatory framework governing Malta-licensed gambling businesses. The authority has reiterated that insufficient monitoring or delayed reporting could expose companies to regulatory consequences.
Advertising Restrictions Extend to External Marketing Partners
Alongside betting surveillance, the MGA has reminded licensees to ensure their promotional activities comply with Malta’s Commercial Communications Regulations (S.L. 583.09).
The rules prohibit gambling advertising that directly or indirectly targets minors or vulnerable individuals. The regulator has stressed the relevance of these restrictions in the context of an international sporting competition involving young athletes.
Responsibility for compliance also extends to commercial partners involved in advertising campaigns. Media buyers, affiliate networks and other third-party marketing providers acting on behalf of licensed operators must ensure their activities meet the applicable requirements.
This places additional importance on how campaigns associated with the Youth Olympics are designed and distributed. Advertising strategies must avoid content or targeting practices that could expose minors and vulnerable groups to gambling promotions.
The requirements also have implications for companies purchasing advertising space or managing affiliate traffic. Marketing materials and audience settings must remain consistent with the restrictions imposed by Maltese gambling regulations, regardless of whether the operator manages the campaign directly or relies on an external partner.
The MGA’s reminder therefore covers the wider commercial arrangements surrounding licensed gambling businesses, rather than limiting responsibility to the operators themselves.