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.
AGCO Proposes Ban on Athletes and Celebrities in Gambling Ads“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, AGCO Proposes Ban on Athletes and Celebrities in Gambling Ads
The AGCO is also proposing a three-month compliance period following the publication of the new standard.
