The MGA recognises that gambling can be harmful if not controlled and regulated. For this reason, the Authority has strict controls in place around gambling advertising. These controls are designed to protect vulnerable people from being exploited by casinos or lured into gambling more than they can afford to lose. Some of the measures that the MGA has introduced include restricting when and where gambling ads can be shown; ensuring that all gambling ads are clearly labelled as such; and prohibiting casinos from targeting advertising at children or using celebrities or sports stars to endorse their products.