RG foundation suggests gambling ads are “major stumbling block” for addicts

Kevin O’Neil, general manager (GM) of the Responsible Gaming Foundation (RGF), has told The Malta Independent on Sunday that there is no denying gambling adverts are a “major stumbling block” for addicts and make it difficult for them to quit.

O’Neil was responding to calls from Malta-based magistrate Donatella Frendo Dimech to consider limiting gambling adverts, which she said are “haunting gambling addicts to keep playing”.

However, the GM said that the word “gambler” did not necessarily mean “problem gambler”, it also covers “casual gamblers”.

According to O’Neil, casual gamblers are in full control of their time and money, which are “the two key control components necessary for gambling in a responsible manner”.

He added that “any form of advertising has only one aim; to induce an action, be it to purchase an item, subscribe to a service, vote for a certain candidate or solicit a donation, for example. Advertising in itself is an integral part of a company’s business operation and no company can expect to do well if its promotional arm is not up to scratch.”

O’Neil continued: “It is also important to note that the Malta Gaming Authority’s Gaming Commercial Communications Regulations offer a very robust framework to ensure that any such communication is duly authorised and in line with the dedicated guidelines in place overseen by a competent Commercial Communications Committee tasked with ensuring that minors and vulnerable persons are adequately protected.”

Although he agreed that adverts can make it difficult for problem gamblers to quit, he told the publication he could not see how adverts could induce someone to behave in a reckless manner, “especially where such forms of advertising are explicitly regulated, as is the case in Malta, clearly defining what is acceptable advertising and what is not”.

Following a recent court case in Malta, Frendo Dimech also said that telling people to “gamble responsibly” in adverts does not have much effect.

Asked by The Malta Independent on Sunday whether he agreed with this statement, O’Neil said that “at face value” he does.

“It’s similar to the horrific picture of various diseases which adorn cigarette packs nowadays. The noble intention is to deter, but for some reason those who partake seem to be unfazed by these graphic depictions.”

Yet, O’Neil said he’d still rather have that message visible, even if it most likely has little effect in deterring a compulsive gambler.

He said: “It may serve to keep a level-headed person in check and perhaps be the difference in seeing that same person think twice about making another bet or deposit more money beyond what was initially intended.”