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Measured by gross gaming revenue, Macau is the world's largest gaming market. Current laws in Macau have no regulatory requirements for responsible gambling. Eadington and Siu (2007) considered that the Macau government cannot just claim ignorance or pay lip service to control measures. In recent years, the Macau government has voiced its intention to implement a policy approach of responsible gambling. The six casino operators in Macau have been alerted to expect more stringent additional regulations to be imposed upon the gaming operations (Lam, 2009). This study has filled some of the gap in the extant literature by focusing on the opinions of one key stakeholder group, the gambling counsellors, about responsible gambling in the world's biggest gaming market, Macau. Knowing the gambling counsellors' perspectives on responsible gambling can allow policy makers to know the key success factors and the most voluntarily acceptable policies for the key stakeholders.