MAGLA Introduces New Directive to Enhance Responsible Gambling Advertising
The Malawi Gaming and Lotteries Authority (MAGLA) has officially introduced Directive No. 1 of 2025, a significant regulatory measure designed to promote responsible gambling advertising.
On Tuesday, 17th March 2026, a stakeholder engagement was held at the Sunbird Hotel in Blantyre, bringing together media representatives, gaming operators, the Malawi Communications Regulatory Authority (MACRA), and other key stakeholders. The primary aim of the gathering was to discuss and advance responsible gambling advertising practices, with MAGLA advocates leading efforts to protect children and the most vulnerable members of the society.
A core component of the new directive is the implementation of strict time restrictions on gambling-related advertisements. Under these rules, advertisements are only permitted to air between 21:00 hours and 06:00 hours, effectively limiting their exposure during peak times when children are less likely to be watching. This approach is specifically designed to reduce the visibility of gambling to children by decreasing their chances of seeing such advertisements, thereby minimizing their influence and helping to protect young audiences from developing early exposure or interest in gambling activities.
Rachel Mijiga, MAGLA Director General, speaking at the meeting, said, “Children represent the future workforce and leadership of Malawi, making it necessary for regulators and businesses to ensure they are protected from harmful exposure to gambling-related content.”
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The directive was created as a response to intense pressure from parents, religious organisations, and Members of Parliament who argued for tighter controls. However, rather than imposing a total ban, MAGLA opted for a balanced approach. This strategy acknowledges that while businesses need to remain profitable, they must operate within an ethical framework that prioritises human capital over immediate financial gains.
“As a society, we must find a balance between economic activity and social responsibility. Businesses, including radio stations, also need to make money, but we must consider the long-term impact on our human capital,” said Mijiga.
This directive targets gaming operators directly rather than the broadcasters themselves, placing the legal and ethical burden on the companies to ensure their marketing strategies align with the new standards.
The media industry has signaled its support for these changes, recognizing the weight of their influence. Golden Matonga, President of MISA Malawi, acknowledged that while media freedom is vital, it must be paired with responsible practice. “I thank the management of MAGLA for honouring our request for this engagement. We believe in media freedom, but we also believe in responsible media practice. We cannot simply turn a blind eye to the harmful effects that may arise from our work,” he said.
