Ontario Banning Celebrity Use in Online Gambling Ads

The Alcohol and Gaming Commission of Ontario (AGCO) has embarked on a significant initiative aimed at safeguarding minors from the allure of iGaming advertisements. While celebrities have long been a staple in marketing campaigns to capture the attention of audiences, Ontario’s regulatory authority is prioritizing the protection of its youth.

AGCO’s Mission: Shielding Minors from iGaming Temptations

The core mission of AGCO is to shield minors from the alluring tactics used in iGaming advertising and marketing strategies. In a recent development, the AGCO announced crucial amendments to the Registrar’s Standards for Internet Gaming.

These amendments firmly prohibit the utilization of athletes, social media influencers, celebrities, entertainers, role models, cartoon characters, and icons in internet gaming promotions within the Canadian province. The revised standards are set to take effect on February 28, 2024.

Unveiling the Motivation Behind the Ban

The decision to implement these stringent regulations came to light when AGCO identified that iGaming companies were actively featuring athletes in their advertising campaigns. The concern was that such campaigns had an appeal to minors.

Consultation and Stakeholder Engagement

During April 2023, the Alcohol and Gaming Commission of Ontario initiated consultations regarding its proposal to prohibit these types of advertisements.

The Commission gathered input from a diverse array of stakeholders, encompassing mental health and public health organizations, experts in responsible gaming, gaming operators, broadcast and marketing entities, as well as input from the general public. As a result of this comprehensive research and feedback, AGCO decided to amend its standards.

Responsible Gambling Advocacy

Under the new regulations, active or retired athletes can only be featured in advertisements that promote responsible gambling practices. Tom Mungham, Registrar and CEO of AGCO emphasized the rationale behind these changes and said that The profound impact that athletes and celebrities have on the impressionable minds of children and young people is undeniable.

Hence, they are taking proactive steps to safeguard the youth of Ontario by implementing measures that prohibit the utilization of these influential figures for the promotion of online betting within the province.

Key Additions to AGCO’s Standards for Internet Gaming

The comprehensive list of additions to AGCO’s Standards for Internet Gaming includes:

Protection of Vulnerable Groups: Advertising, marketing materials, and communications must not target underage, high-risk, or self-excluded individuals. They should also not feature underage individuals and should not knowingly reach high-risk players. This rule applies to Gaming-Related Suppliers as well.

Minors as a Target Audience: Materials and communications should not be based on themes or use language intended primarily to appeal to minors.

Proximity to Youth-Oriented Locations: Ads should not appear on billboards or outdoor displays directly adjacent to schools or primarily youth-oriented locations.

No Use of Celebrities or Influencers: Advertisements should not use cartoon figures, symbols, role models, social media influencers, celebrities, or entertainers likely to appeal to minors.

Responsible Athlete Representation: Active or retired athletes can only be used in advertising and marketing for the exclusive purpose of advocating responsible gambling practices.

Minors as Promoters: Individuals who are, or appear to be, minors cannot be used to promote gaming.

Audience Targeting: Ads should not appear in media and venues primarily directed at minors or where the audience is expected to be predominantly minors.

Avoiding Exploitation: Ads should not exploit the vulnerabilities, aspirations, credulity, inexperience, or lack of knowledge of high-risk individuals, nor should they extol the virtues of gaming.

Preventing High-Risk Player Attraction: Ads should not entice or attract high-risk players. Instead, measures should be in place to limit marketing communications to known high-risk players. (Note: This requirement has been updated)

These significant changes mark a crucial step towards ensuring responsible gaming practices and protecting the well-being of minors in Ontario. The AGCO’s commitment to these regulations underscores its dedication to safeguarding vulnerable groups within the gaming industry.

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