The Malawi Gaming & Lotteries Authority (Magla) has reaffirmed its commitment to promoting responsible gambling advertising under Directive No. 1 of 2025. Speaking at a stakeholder engagement meeting in Blantyre, Magla Director General Racheal Mijiga said the directive is intended to protect children and vulnerable groups while allowing the industry to continue growing.
Mijiga emphasised that regulators must balance economic activity with social responsibility. “We must find a balance between economic activity and social responsibility,” she said. “Businesses, including media houses, need to make money, but we must consider the long-term impact on our human capital.” Under the directive, gambling advertisements may only be aired between 21:00 and 06:00. The measure is designed to reduce children’s exposure to gambling promotions.
The policy also sets clear guidelines for gaming operators to promote ethical advertising practices that place public welfare above short-term profits. Mijiga noted that children are Malawi’s future workforce and leaders, making it essential for both regulators and businesses to protect them from influences that may be harmful. The directive was developed after concerns were raised by Members of Parliament, religious organisations, and parents, who called for stronger regulation of gambling advertising.
Rather than implementing a complete ban, Magla adopted a balanced approach that supports industry sustainability while addressing social concerns. The meeting brought together representatives from the media, gaming operators, the Malawi Communications Regulatory Authority (Macra), and other key stakeholders to encourage cooperation and dialogue.
Golden Matonga, Chairperson of the Media Institute of Southern Africa Malawi, welcomed the initiative, saying it is important to maintain engagement between regulators and the media industry. “We believe in media freedom but also in responsible media practice,” Matonga said. “We cannot ignore the harmful effects that may arise from our work.” Magla concluded by reaffirming its commitment to working with stakeholders to ensure the directive remains practical, effective, and aligned with both economic and social priorities.
