The Canlan Sports arena in Oakville, Ontario, has taken down advertisements for theScore Bet sportsbook and online gaming platform following a review by the Alcohol and Gaming Commission of Ontario (AGCO). The ads were found to be in violation of regulations prohibiting the targeting of minors.

The advertisements were removed last month after a complaint from the advocacy group Ban Ads for Gambling. The group argued that the ads, which were prominently displayed on locker room doors, arena boards, scoreboards, and behind benches, breached AGCO rules. These rules state that advertising and marketing materials must not target underage individuals or self-excluded persons, and must not appear in media or venues primarily directed at minors.

An AGCO spokesperson told Canadian Gaming Business via email that the commission is dedicated to safeguarding public interest, particularly by minimizing potential harm to minors and high-risk players. “We became aware of iGaming ads placed by the registered operator in the Canlan arena in Oakville. As outlined in Standard 2.03, there is a requirement that iGaming ads shall not appear in media or venues directed primarily to minors. Therefore, the AGCO contacted the operator that placed the ads to advise them of our concerns, and the operator subsequently removed the ads.”

The investigation was prompted by Timothy Dewhirst, a father of a teenage hockey player from Guelph and an expert on advertising policies for tobacco and cannabis, which also fall under AGCO regulation. Shocked by the prominence of the theScore Bet ads at the Oakville venue, Dewhirst filed a complaint. He described seeing the ads everywhere during an under-14 hockey tournament, including on locker room doors, boards, and scoreboards. “It was pervasive, and it’s just clearly inappropriate to be targeting that kind of age group,” Dewhirst told The Record earlier this year.

Following the complaint, the AGCO reviewed the situation and ordered the venue to remove the ads, which it promptly did.

Brian Kidd, former Olympian and co-founder of Ban Ads for Gambling, emphasized the need for clear messaging and a stronger stance from the AGCO. “The hope here is that after this, all of the local operators get the message that gambling ads are completely inappropriate in sports facilities where most of the participants are children,” Kidd stated.

The AGCO noted that it has not made any additional changes to standards or policies following this incident, asserting that the actions taken were effective.

Canadian Senators Consider Further Restrictions on Sports Betting Ads

The topic of sports betting advertising is currently a hotly debated issue in Canada. The AGCO recently amended its regulations, banning the use of athletes in gambling advertisements except for responsible gambling advocacy and prohibiting messaging that appeals to minors. However, there are ongoing discussions about the need for further measures.

Bill S-269, the National Framework on Advertising for Sports Betting Act, has been the focus of recent Senate Committee meetings. Senators have voiced concerns about the overwhelming amount of advertising accompanying regulated online gambling and are exploring ways to limit its impact. Bill S-269 proposes developing a national framework to regulate sports betting advertising, including potential restrictions on non-broadcast advertising and measures to protect minors and problem gamblers.

As discussions continue, the aim is to strike a balance between regulated advertising and safeguarding vulnerable populations.