New Advertising Regulations In Ontario Aim to Curb Gambling-related Harm

Ontario's online gambling landscape is undergoing significant changes with the implementation of new advertising standards by the Alcohol and Gambling Commission of Ontario (AGCO) as of Wednesday, February 28th, 2024. These regulations, designed to protect minors and other vulnerable individuals from the potential harms associated with gambling, introduce stringent restrictions on the use of celebrities in promotional activities by online casinos and sportsbooks.

Effective immediately, online gambling platforms in Ontario are prohibited from featuring celebrities in their advertising and marketing materials, with one notable exception: if the celebrity is promoting responsible gambling practices. This means that beloved athletes such as Wayne Gretzky and Connor McDavid, along with actors like Jamie Foxx and Kevin Hart, will no longer be seen endorsing specific gambling platforms.

The AGCO's specific standards dictate that advertising, marketing materials, and communications related to gambling must not target high-risk individuals, minors, or self-excluded persons. The new requirement explicitly bans the use of active or retired athletes who have any arrangement with gambling operators, broadening the restriction to include social media influencers who may appeal to minors. This expansion aims to simplify enforcement efforts and encourages online operators to exercise caution by removing well-known faces from their marketing endeavors.

These regulations build upon previous requirements, ensuring that gambling-related advertising does not utilize themes or language intended to appeal primarily to minors, exploit the vulnerabilities of high-risk individuals, or appear in venues targeted primarily at minors. Additionally, outdoor displays adjacent to schools or youth-oriented locations are off-limits for gambling advertisements.

Moreover, the AGCO has heightened the requirements for online casinos to implement robust measures to limit marketing communications to high-risk players. These measures aim to mitigate the potential negative impacts of gambling and promote responsible gambling practices within the online gambling industry.

Overall, the introduction of these new advertising regulations underscores Ontario's commitment to safeguarding its residents, particularly minors and vulnerable individuals, from the potential harms associated with excessive gambling. By restricting the use of celebrities and implementing stringent advertising standards, the AGCO aims to foster a safer and more responsible gambling environment in the province.