Ontario’s iGaming Market Expands as Consumer Protection Takes Focus

Two years into the legalization of single-event wagering in Ontario, Canada, it's evident that consumers are expressing discontent with the inundation of gambling advertisements. A recent Maru Public Opinion poll of 1,534 Canadians revealed that 59% advocate for a complete ban on wagering advertising, indicating a growing sentiment against excessive promotion. Additionally, there's a widespread belief that operators aren't exercising responsible behaviour, leading to calls for increased government regulation.

While it's important to acknowledge that poll results can be influenced, the sentiments echoed by respondents align with the ongoing public outcry since wagering was introduced in April 2022. Television broadcasts of hockey games, in particular, have been flooded with sportsbook advertisements, further fuelling the dissatisfaction.

Similar sentiments are observed in parts of the US, where efforts to impose federal bans on wagering advertising, led by figures like Senator Paul Tonko, have been proposed. However, no state legislature has yet voted for a complete prohibition, opting instead for stringent regulations.

In response to consumer concerns, Ontario regulators have been adapting to the evolving landscape. The market, while vibrant, has necessitated adjustments to regulations, with a heightened focus on problem gambling and responsible gaming initiatives.

Recent advertising regulations implemented by the Alcohol and Gaming Commission of Ontario reflect this evolving stance. Prohibitions on using celebrities for promotional activities and restrictions on billboard placements near schools or areas frequented by youth signify a shift towards more responsible advertising practices. Notably, influencers are permitted for disseminating responsible gambling messages.

Ontario's stringent approach to advertising has positioned it as one of the toughest jurisdictions in North America. Major operators, previously reliant on celebrity endorsements, have had to adapt their strategies. For instance, while recognisable figures like Wayne Gretzky and Connor McDavid were once featured prominently, they are now excluded from promotional materials. However, McDavid has transitioned to become the face of BetMGM's responsible gaming campaigns, highlighting a shift towards a more socially conscious approach.