The Alcohol and Gaming Commission of Ontario (AGCO) has taken decisive action to safeguard children and youth by banning operators from partnering with sports stars and celebrities in their marketing campaigns. The decision will become effective on 28 February 2024.
What Does the Ban Mean for the Operators?
The AGCO ban prohibits registered iGaming operators from using both active and retired athletes in their marketing campaigns in this Canadian province. The Standards for Internet Gaming also extend to restrict the use of celebrities that minors look up to as role models.
Celebrities and athletes will only be allowed to appear in campaigns that promote responsible gambling practices.
Tom Mungham, Registrar and Chief Executive at AGCO, emphasised the significance of protecting Ontario's youth:
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.
What Motivated the Ban?
The Alcohol and Gaming Commission of Ontario analysed the data collected after the first year of legal online gambling in Ontario and consulted relevant stakeholders in April 2023 before making the decision. The stakeholders included responsible gambling experts, mental and public health organisations, gaming operators, and the general public.
The overall conclusion was that prohibiting any involvement from sports stars and celebrities that appeal to minors in advertising gambling activities would help safeguard children and youth. AGCO aims to create a safer gambling environment and mitigate potential risks for underage individuals.
