In Ontario, commercials promoting online gambling are prohibited from featuring athletes or celebrities.
The changes were first announced by the Alcohol and Gaming Commission of Ontario (AGCO) last summer, with officials saying the measures were “to protect children and youth who are particularly vulnerable to such advertising content.” It pointed out.
As of February 28, Ontario does not allow current or retired athletes to be used in advertising or marketing Internet gaming, unless they advocate for responsible gambling practices.
The same rules apply to the use of celebrities, role models, social media influencers, entertainers, cartoon figures, and symbols that are “likely to appeal to minors.”
This can be roughly determined by looking at an individual’s fan base, assessing audience demographics, and considering any associations the individual may have with activities that are popular among minors. ACGO stated.
This change is part of AGCO’s commitment to avoid targeting minors and high-risk individuals in advertising, marketing and other public communications. There are other rules that prohibit placing gambling advertisements near places such as schools.
With single-game sports betting legalized in Canada in 2021, each province will decide how to regulate the industry.
Since then, online gambling advertising has increased significantly, especially during large live sports events. For example, during the 2023 playoff series between the Toronto Maple Leafs and Florida Panthers, approximately eight and a half minutes of advertising was devoted to online gambling.
The Canadian Mental Health Association (CMHA), which has been a strong advocate of banning celebrities, praised ACGO’s decision in a statement released Wednesday.
“The gamification of online gambling puts young people at particular risk of gambling-related harm,” said Camille Quenneville, spokesperson for CMHA Ontario. “These restrictions are an important first step in the regulatory actions needed to reverse the alarming trends in online gambling among Ontario youth.”
At the same time, they argue that restrictions should be further tightened. CMHA said athletes should also be prohibited from participating in advertising promoting responsible gambling practices, and broadcasters should not sponsor segments on broadcast programs.
“We encourage a public health approach to regulating iGaming,” Quenneville added. “This includes introducing further restrictions on advertising and marketing until all advertising in iGaming is completely banned.”
Between October 1 and December 31, 2023, approximately $17.2 billion worth of bets were placed through Ontario iGaming. According to Ontario iGaming’s third quarter review report, this was a 21% increase over the second quarter, bringing total gaming revenue to approximately $658 million.
