The Alcohol and Gaming Commission of Ontario (AGCO) will soon prohibit the use of celebrity athletes in internet gaming advertisements and marketing within the province.
On Tuesday, the AGCO said it has updated its standards for iGaming to restrict the use of celebrities who would likely appeal to minors.
After the first year of Ontario’s open, regulated iGaming market, the AGCO said it identified advertising and marketing approaches that use athletes, as well as celebrities that interest those under the legal gaming age, as a potential harm. The AGCO said it is taking this step to reduce the risk and safeguard youths who can be particularly susceptible to this type of advertising content.
Earlier this spring, the AGCO held consultations on its proposal to ban such ads, and it said it received submissions from the public and a broad range of stakeholders, including mental health and public health organizations, responsible gambling experts, gaming operators, and broadcast and marketing groups.
"Children and youth are heavily influenced by the athletes and celebrities they look up to,” said Tom Mungham, AGCO Registrar and CEO. "We're therefore increasing measures to protect Ontario's youth by disallowing the use of these influential figures to promote online betting in Ontario."
The new standards, which go into effect February 28, 2024, will prevent iGaming operators from using athletes, regardless if they're active or retired, in its marketing and advertisements, except for the exclusive purpose of advocating for responsible gambling practices. The amended standards also restrict the use of celebrities, role models, social media influencers, entertainers, cartoon figures, and symbols that have a primary appeal to minors.
The AGCO is a provincial regulatory agency that reports to the Ministry of the Attorney General. It is responsible for regulating the alcohol, gaming, horse racing, and cannabis retail sectors under the principles of honesty and integrity, and in the public interest.
