The Alcohol and Gaming Commission of Ontario (AGCO) is proposing a change to marketing rules for gambling companies that would see a ban on high-profile influencers and athletes in gambling ads.
On the one year anniversary of the launch Ontario’s iGaming industry the AGCO announced that it was proposing a ban on gambling companies using “athletes as well as celebrities that can reasonably be expected to to appeal to children and youth.”
According to the statement released yesterday:
“The AGCO has identified advertising and marketing approaches that strongly appeal to persons who are under the legal gaming age through the use of celebrities and/or athletes. Concern regarding the potential harmful impact on the most vulnerable population, underage persons, remains high.”
Since the regulated iGaming industry launched in April of 2022, gambling companies have paid a host of celebrities and athletes to endorse or promote their brands through online and TV commercials. This included Wayne Gretzky working with BetMGM and Auston Matthews promoting Bet99.
Speaking to local press, Paul Burns of the Canadian Gaming Association believes that online gaming companies have done “a good job at balancing” their marketing efforts while being responsible in their actions.
“It’s virtually impossible for minors to gamble online. You can’t open an account unless you provide a piece of verified identification.”
The newly proposed standards according to the AGCO statement are:
- Create an obligation for operators and suppliers to cease any advertising and marketing activities that use athletes, whether active or retired, in gaming marketing and advertising; and,
- Prohibit the use of cartoon figures, symbols, role models, social media influencers, celebrities or entertainers who are reasonably expected to appeal to minors. This proposed amendment differs from the current standard, which is applicable to persons that “primarily appeal” to minors. Advertising remains a permitted activity, provided other Standards are met.
The AGCO is also proposing a three-month compliance period following the publication of the new standard.
Olivia has worked as an editor and writer for major brands across multiple niches. She now focuses on the iGaming and sports betting industries.