New Advertising Challenges for Online Gambling in Ontario
Companies offering online gambling services in Ontario will need to get creative with their advertising strategies as the provincial regulator, the Alcohol and Gaming Commission of Ontario (AGCO), implements new rules. These rules will ban athletes, celebrities, and anyone likely to appeal to minors from promoting gambling services.
The updated regulations also prohibit entertainers, social media influencers, role models, and cartoon characters who might appeal to young Ontarians from appearing in ads. This move follows the widespread legalization of online betting in 2022, which has seen a significant increase in gambling-related advertisements.
Shifting Advertising Strategies
"The new rules will likely push operators to be more creative," said Steven Salz, CEO and co-founder of Rivalry, an esports-focused betting company, in an email statement. The industry has historically relied heavily on endorsements from celebrities and athletes.
These restrictions will apply across all platforms, meaning familiar faces like Wayne Gretzky, Auston Matthews, and Connor McDavid will no longer feature in these promotions. Advertising experts suggest that companies will need to leverage technology and other proven marketing strategies to maintain visibility.
Impact on Operators
William Woodhams, CEO of British bookmaker Fitzdares, has already navigated similar changes in the UK. His company had to adapt after a similar ban on athlete participation in gambling ads was implemented there last year.
"We shot a video with Fulham [F.C.] players the day before the ban!" Woodhams told CBC News via email. Fitzdares replaced them with former players and pundits.
Fitzdares, which also operates in Ontario, may need to adjust its advertising strategies based on AGCO's new rules. "Our current advertising uses vintage sports images, which we hope will not infringe the rules," Woodhams said, adding that the company is seeking clarification on certain points.
Paul Burns, president of the Canadian Gaming Association (CGA), also seeks more clarity on the new regulations. He notes that industry members are awaiting guidance on specifics, such as defining "athlete" and determining who might appeal to children.
Adapting Tactics
Marketing expert Tony Chapman compares the situation to how tobacco companies adjusted their marketing over time. When traditional methods became restricted, tobacco companies had to innovate, using more subtle and creative strategies.
Chapman suggests that Ontario's incoming regulations are overdue but warns of potential loopholes allowing athletes to shift from promoting gambling to endorsing responsible gambling. He emphasizes that this should be avoided.
Chapman also predicts a shift towards "hyper-personalization" in advertising, driven by technology. Using AI and data, gambling operators can tailor messages specifically to individuals, enhancing engagement and targeting both new and veteran gamblers.
Broader Implications
Natalie Coulter, an associate professor of communication and media studies at York University, notes that industries facing scrutiny—like tobacco, plastics, and oil—often shift responsibility onto individuals while downplaying corporate accountability. This tactic distracts from broader policy changes, she says.
Timeline for Implementation
The new regulations in Ontario will take effect in late February, missing the upcoming NFL season and most of the NBA and NHL seasons. Bruce Kidd, a former Olympian and professor emeritus of sport and public policy at the University of Toronto, sees this delay as problematic.
Our Conclusion
As Ontario enforces stricter advertising rules for online gambling, companies will need to innovate their marketing strategies. While this presents challenges, it also opens opportunities for creative approaches that comply with regulations and engage consumers effectively.


mooniverse Another state gets flooded with Play’n GO slots. Too bad the RTP is hardly ever player-friendly, with some games barely hitting 80%. Hope they reconsider giving players more control over it.


TheHoodWhisperer It's alarming to see how many young people are getting exposed to gambling through streamers. With the rise of this influence, we need more stringent regulations to protect underage viewers and ensure they aren't encouraged to gamble.


TheHunther This is such a sad story. Gambling can start as a harmless pastime but can quickly turn into an addiction that destroys lives. We need better education and support to help those struggling with it.


YellowToad This is a great step forward! Young people shouldn’t have a criminal record for a mistake, but they should still face consequences. A fine system makes much more sense.


YELLOWWOOD This is amazing news! The NFL coming to Australia is a huge win for sports fans. The MCG will be a fantastic venue—can't wait to see which team the Rams will face!


Sasuke12345678 Finally, some sensible limits! Protecting younger players with lower stake caps is a smart move, though I do wonder if high-stakes enthusiasts will simply migrate to less regulated platforms.


YellowKetch Great move by LeoVegas! Excited to see how this transition improves the sportsbook experience. Hope they bring better odds and more live betting options!
About time! The amount of gambling ads featuring sports stars was getting out of hand. These new regulations might make ads less flashy but hopefully more responsible. Looking forward to seeing the changes in February.
This reminds me of when they banned tobacco ads. The companies had to get creative, and they did. I'm sure the gambling industry will find new ways to reach their audience, but it's good that kids won't be targeted.
While I support protecting kids fr om gambling ads, I hope the regulations don't stifle the entire industry. There must be a balance wh ere responsible gambling can be promoted without exploiting famous faces.
I think the new rules are a step in the right direction, but I'm curious to see how these companies will adapt. Technology-driven, personalized ads sound both exciting and a bit concerning in terms of privacy.
I'm glad to see these new regulations coming into place. Athletes and celebrities have a huge influence, especially on younger audiences. This move will hopefully reduce the exposure of gambling to kids.