Commercials promoting online gambling in the state will no longer be able to feature celebrities or athletes under new regulations that take effect today.
Following the launch of a regulated internet gaming market in 2022, the Alcohol and Gaming Commission of Ontario (AGCO) will hold a consultation in April 2023 to determine the extent of its influence to limit gambling risks for minors. They debated whether a certain person should be banned from appearing in advertisements. In Ontario, a person must be at least 19 years old to play casino games or bet on sports at a gaming site.
In an August 2023 news release, the AGCO said: “Following these consultations, the AGCO has decided to ban the use of athletes and limit celebrity endorsements to target children who are particularly susceptible to such advertising content. “We judged that it would be useful to protect young people and young people.”
The Commission subsequently announced amendments to the Registrar Standards for Internet Games to strengthen marketing and advertising requirements. In particular, standards have been changed to limit its use in personal advertising that is likely to appeal to minors.
As of today, February 28th, you may not use celebrities, current or retired athletes, social media influencers or comics, or other influential figures in your marketing and advertising materials.
“Role models, social media influencers, celebrities, and entertainers include individuals who have some level of recognition or recognition and are able to persuade others. includes individuals active on social media (e.g., bloggers, streamers, content creators, etc.) who are known for their work,” AGCO said.
Athletes include, but are not limited to, players in the National Hockey League, National Basketball Association, Major League Baseball, National Football League, Canadian Football League, Major League Soccer, Premier League and Olympians.
However, we do allow prominent figures to be used in marketing and advertising for the sole purpose of championing responsible gambling practices.
From October 1 to December 31, 2023, $17.2 billion worth of bets were placed through Ontario iGaming, an increase of 21% from the second quarter, and total gaming revenue reached $658 million.
