Celebrities And Athletes Barred From Ontario Online Gambling Ads

Celebrities And Athletes Barred From Ontario Online Gambling Ads

Starting today, Feb. 28, new regulations prohibit using celebrities and active or retired athletes in commercials promoting online gambling in Ontario.

The Alcohol and Gaming Commission of Ontario (AGCO), following the launch of the regulated internet gaming market in 2022, conducted consultations in April 2023 to address concerns about influential figures promoting gambling, especially to underage individuals. The legal age for casino gaming and sports betting on gambling sites in Ontario is 19.

After these consultations, the AGCO concluded that banning the use of athletes and restricting celebrity endorsements would help protect children and youth who are particularly susceptible to such advertising content, as per an AGCO news release in August 2023.

Subsequently, the commission announced amendments to the Registrar’s Standards for Internet Gaming to enhance marketing and advertising regulations, including restrictions on using individuals in ads who might appeal to minors.

As of today, marketing and advertising materials are strictly prohibited from featuring a wide range of individuals. This includes celebrities, active or retired athletes, social media influencers, and even cartoons, among other influential figures. They can’t take part in ads, and their images can’t be used on banners to promote sites like www.topcadcasinos.net that review Canadian dollar casinos.

The AGCO defines influencers as individuals with a notable degree of familiarity or notoriety who can sway others. This category includes individuals active on social media known by various titles, such as bloggers, streamers, or content creators.

The term “athletes” encompasses players from prominent leagues like the NHL, NBA, MLB, NFL, CFL, MLS, the Premier League, and Olympians, though it is not limited to these.

Exceptions to these rules allow high-profile figures to be used in marketing and advertisements solely to promote responsible gambling practices.

From Oct. 1 to Dec. 31, 2023, Ontario iGaming recorded $17.2 billion in wagers, a 21% increase from the second quarter, and total gaming revenue of $658 million.