Ontario bans the use of athletes in iGaming marketing

The Alcohol and Gaming Commission of Ontario (AGCO) has prohibited the use of athletes in iGaming advertising and marketing in Ontario.

The change to the Registrar’s Standards for Internet Gaming is intended to strengthen the restriction on the use of celebrities who are likely to appeal to minors.

The new restrictions go into effect on February 28, 2024.

After the first year of Ontario’s open, regulated iGaming market, the Alcohol and Gaming Commission of Ontario or AGCO ID’d advertising and marketing approaches that use athletes and other celebrities as a potential harm to minors.

In April 2023, the AGCO held consultations on its proposal to ban such ads and received submissions from stakeholders, including mental health and public health organizations, responsible gaming experts, gaming operators, broadcasters, marketers and the general public.

After the meetings, the AGCO determined that prohibiting the use of athletes and restricting celebrity endorsements would protect children.

The new standards will forbid registered Ontario iGaming operators from using athletes, whether active or retired, in marketing or advertising, except for the exclusive purpose of advocating for responsible gaming.

The new standards also restrict the use of celebrities, role models, social media influencers, entertainers, cartoon characters and symbols that “would likely be expected to appeal to minors.”

Tom Mungham, Registrar and CEO of AGCO, said, “Children and youth are heavily influenced by the athletes and celebrities they look up to. We’re therefore increasing measures to protect Ontario’s youth by disallowing the use of these influential figures to promote online betting in Ontario.”

Last week, the AGCO appointed a new CEO, Dr Karin Schnarr.

Elena Rodriguez

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