Ontario’s Alcohol and Gaming Commission, AGCO, announced on Tuesday that it has updated the Registrar’s Standards for Internet Gaming.
Ontario’s new update bans the use of professional athletes in advertising and marketing online gambling websites and products.
AGCO’s update also strengthens standards to restrict celebrities that might appeal to minor gamblers. The new regulation will go into effect in February 2024 and is welcomed by advocates and the Opposition NDP.
However, some Canadian senators have called for stricter regulations to help protect punters who may be vulnerable to gambling addiction.
The Rise Of Gambling Advertisement
For many years, leading betting sites like BetMGM, DraftKings, and FanDuel have used celebrities and pro athletes to advertise their products.
NHL star Connor McDavid and Auston Mathews and hockey legend Wayne Gretzky are among professional athletes who have appeared in adverts for gambling platforms.
The number of sports betting ads has increased tremendously over the last few months following Ontario’s new legal framework that welcomed third-party operators.
Advocates and academics have decried the influence of such ads on the health of minors and problem gamblers.
AGCO’s CEO, Tom Mungham, said that children and the youth were “heavily influenced” by the celebrities and pro athletes they look up to.
As such, the commission has decided to “increase measures” to protect the youth in Ontario.
Starting February 28, 2024, independent operators won’t be allowed to use influential figures to promote betting websites within the province.
The new changes came after lengthy consultations with experts and the public.
Experts & Advocates Support Ban
AGCO started consultations on its new proposal for the ban in April and received stakeholder submissions in the following months.
Mental health organizations, gaming operations, gambling experts, and public organizations all submitted in favor of the ban.
According to the AGCO, the decision came after “significant criticism” from advocates, parents, and experts. The groups raised concerns about the notable barrage of online gambling advertisements, particularly during live sports events.
One highlighted moment was during the 2023 Stanley Cup playoffs between the Maple Leafs and Panthers. About 8.5 minutes of advertisement went to online sports gambling.
The AGCO said that ads that featured athletes and celebrities who appeal to children presented “potential harm” to minors under the legal gambling age.
Sports betting officially became legal in Canada in 2021 after single-event bets were legalized. Ontario would soon become the first province to open its doors to third-party operators in April 2024.
Since then, the AGCO has noticed a notable increase in gambling advertisements in the province. The new amended standards seek to prohibit Ontario gambling operators from using active and retired athletes in advertising and marketing.
AGCO also banned the use of celebrities, including social media influencers, role models, entertainers, cartoon figures, and symbols that appeal to minors.
New Rules and Exceptions Disclosed
The new regulations will see athletes and celebrities taken out of all forms of online gambling advertisements and marketing materials.
However, the AGCO provided exceptions that may still feature athletes and celebrities.
According to the amendments, online gaming operators can still use athletes and celebrities to promote responsible gambling practices.
This includes publications, interviews, and advocacy aimed at bringing awareness about problem gambling.
The ban prohibits gambling inducements, credits, and bonuses, which had no limits before Tuesday’s announcements.
Many betting sites had enlisted big-name athletes as brand ambassadors, spending millions on such advertising campaigns.
Despite the new rules, Canadian Senator Marty Deacon insists stricter rules are required to protect minors and problem gamblers.
The Senator was responsible for putting forward the federal legislation that culminated in banning the use of athletes and celebrities in sports betting advertisements.
In a statement, the Senator said he would like to see ACGO go further. The Senator said Ontario should restrict gambling advertisements on TV to specific times.
Calling For National Standards For Operators
Senator Deacon noted that the new rules don’t negate the need for “national standards that all gambling operators must abide by in Canada.
According to the Senator, nothing would compel other provinces to implement the same advertising standard as Ontario should they open betting to private markets.
This would create confusion for punters across the country. The Senator has proposed legislation that would help develop nationwide standards for sports betting advertisements in the country.
Meanwhile, the NDP called for betting advertisements to be banned outright. The Ontario NDP welcomed AGCO’s decision to remove athletes from gambling commercials but would prefer the ads to be taken out.
According to MPP France Gelinas, AGCO needs to follow the advice of gambling experts and health professionals who’ve been sounding the alarm about the potential impact of gambling advertising.
The AGCO should keep “pushing for more” to keep Ontario punters safe. MP Kevin Waugh, known for his role in legalizing single-event bets, was also among the critics of gambling advertisements.
The MP noted that ads were “the irritant” and welcomed the new regulation to ban athletes and celebrities from gambling ads.
Operators now have until February 2024 to redesign their gambling advertisements and abide by the new rules.
