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:
AGCO Proposes Ban on Athletes and Celebrities in Gambling Ads AGCO Proposes Ban on Athletes and Celebrities in Gambling Ads“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.”
“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,
- Prohibit the use of cartoon figures, symbols, role models, social media influencers, celebrities or entertainers who are reasonably expected to appeal to minors. This proposed amendment differs from the current standard, which is applicable to persons that “primarily appeal” to minors. Advertising remains a permitted activity, provided other Standards are met.
Olivia has worked as an editor and writer for major brands across multiple niches. She now focuses on the iGaming and sports betting industries.