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The Malta Gaming Authority has launched a public consultation on a proposed AI Gaming Charter focused on the ethical and responsible use of artificial intelligence across the gambling industry.
The proposed charter, developed in collaboration with the Malta Digital Innovation Authority (MDIA), is intended to provide voluntary, principles-based guidance for the transparent and responsible deployment of AI technologies within the gaming sector. The framework is designed to complement existing legal and regulatory structures, including the European Union’s AI Act, while addressing the operational environment of gambling operators.
According to the MGA, the document is not intended to replace existing legislation. Instead, it seeks to offer industry-specific guidance for operators integrating AI into customer service, fraud prevention, compliance monitoring, and marketing operations.
Expanding use of AI across gaming operations
Artificial intelligence systems have become increasingly integrated into gambling operations in recent years, with operators using automated technologies for customer interaction, anti-fraud controls, data analysis, responsible gaming monitoring, and marketing functions.
MGA Chief Executive Officer Charles Mizzi previously stated that AI tools are already widely deployed by operators licensed in Malta and other jurisdictions. According to Mizzi, the sector requires clearer guidance to ensure AI technologies are used responsibly and transparently.
The regulator said the proposed charter seeks to establish principles that encourage ethical decision-making without unnecessarily limiting innovation. Authorities acknowledged that AI can improve operational efficiency and risk management processes, while also noting concerns linked to bias, transparency, and consumer protection if automated systems are not properly supervised.
Oversight and explainability
Transparency is one of the central components of the proposed charter. The MGA stated that operators should be capable of explaining how AI systems influence significant decisions, particularly in areas affecting customers and regulatory compliance.
The draft guidance also calls for continued human oversight in critical processes. While AI systems may assist decision-making, the charter encourages operators to maintain human review and accountability for significant actions.
Data protection is another area addressed in the consultation. Because AI systems often rely on large volumes of customer information, the proposed guidance encourages gaming companies to maintain safeguards around personal data handling and comply with existing privacy requirements.
The MGA also stated that operators should conduct regular testing and monitoring of algorithms to identify errors, unintended outcomes, or discriminatory patterns. Companies are encouraged to maintain procedures for reviewing system performance and correcting issues when necessary.
The regulator further pointed to oversight of third-party technology providers. Many gambling operators rely on external suppliers for AI-driven services and software, and the draft charter recommends that companies conduct due diligence to ensure external systems meet regulatory and ethical standards.
Alignment with EU AI regulation
The proposed charter has been designed in line with the European Union’s AI Act, one of the first comprehensive regulatory frameworks for artificial intelligence within the EU.
The AI Act introduces a risk-based approach to AI regulation and establishes obligations for developers, providers, and deployers of certain AI systems, with attention placed on accountability, transparency, and consumer safeguards.
The MDIA has played a role in Malta’s implementation of the EU AI Act and in developing national oversight structures connected to AI governance.
Industry feedback invited
The MGA has invited stakeholders across the gaming sector to submit feedback as part of the public consultation process.
The authority said engagement with operators, compliance professionals, technology suppliers, and other industry participants is considered important in developing the final framework. Malta has historically relied on consultation-based regulatory development within the gaming sector, particularly in areas where technological developments move faster than formal legislation.
The regulator described the consultation as part of its continuing commitment to open dialogue and transparent policymaking.
Industry analysts said the consultation could also provide an early indication of how gambling regulators may approach AI oversight in future years. While many operators are already experimenting with AI-driven systems, uncertainty remains regarding long-term compliance expectations and industry practices.