The Responsible Gambling Council (RGC) has partnered with marketing and research association, thinktv, to bring a responsible iGaming public service announcements to the Canadian province of Ontario. The two have collaborated to provide residents education about safe gambling habits due to the growing sports betting market within the province.
Both companies will work in tandem to release the PSA on radio and television. The campaign was designed to appeal to the way Ontario residents think about sports betting and online gambling, while providing them with safe and responsible approaches to gaming.
RGC Chief Executive Officer Shelley White said the company is committed to educating the public about responsible gaming because of the rise in market interest.
White commented: “With the rise of online gambling and sports betting advertising in Ontario – and across Canada – we recognized there was a need to help the public understand the sensationalized ads we’re seeing on TV don’t necessarily reflect reality.
“It is important for everyone to learn and understand the risks involved when gambling in the online space and how to minimize those risks when playing online.”
White went on to add that newcomers to the market have created a larger need for the campaign: “This campaign is more important than ever as new operators continue to enter the market. We are proud to be collaborating with thinktv and Canada’s broadcasters to deliver critical responsible gambling messages to the public so that people can make informed decisions if they gamble.”
The PSA has the potential to expand into all of Canada, due to thinktv’s extensive member networks. Chairman Alan Dark said that thinktv is excited to partner with RGC and give Ontarians a solid and informative responsible gambling message.
He commented: “We are delighted to work with RGC to support ongoing player protection initiatives with our member broadcast networks. There is an opportunity for us all to work together to ensure Ontarians receive a balanced message when it comes to online gambling and sports betting.
“The broadcast community plays an important role in shaping the gambling advertising landscape, and we are proud to be leading the charge in a responsible way to meet the needs of the industry and the public.”
Online gaming in Ontario has been live since April 4.