Ontario Restricts iGaming Ads Featuring Athletes and Celebrities

The Alcohol and Gaming Commission of Ontario (AGCO) has introduced updated standards for internet gaming, effectively banning athletes from participating in betting advertisements and placing restrictions on the involvement of celebrities in such promotions. These regulations are set to go into effect on February 28, 2024. MPP Lisa Gretzky, among others, had previously submitted legislation for a complete ban on all iGaming advertisements, and although the bills were tabled for a first reading in June, the recent actions by AGCO have renewed hope for their consideration. Ontario allowed private operators into its online gambling market in April 2022, resulting in a surge of marketing and concerns from parents.

Ms. Gretzky remains hopeful that the government will prioritise the legislation to address the proliferation of gambling advertisements, including those featuring athletes and celebrities, in a province where many individuals are vulnerable to addiction and related mental health challenges. While Ontario's updated standards prohibit provincially licensed online gaming operators from using athletes and celebrities in gambling ads, there is an exception allowing athletes to promote responsible gambling initiatives. The changes also aim to limit the use of celebrities and role models that may appeal to minors.

The AGCO's decision follows a review and consultations with various stakeholders, including mental health and public health organisations, responsible gambling experts, iGaming operators, broadcast and marketing groups, and the public. However, the rules are not yet in effect, and Ms. Gretzky expresses concerns about the delay, noting that it may lead to an increase in gambling addiction, particularly among children and youth exposed to excessive advertising. The Ontario Liberal Party has also expressed discontent with the high volume of iGaming ads, with interim leader John Fraser urging the province to reevaluate its approach to betting advertising in June 2023.

Our Conclusion

In conclusion, the prohibition of gambling advertising in many third-world countries may appear to be a well-intentioned effort, but it often proves inadequate in addressing the underlying issues. Instead of fostering a constructive approach, such measures can inadvertently isolate and disengage a proactive society. A more comprehensive and balanced approach, focusing on responsible gambling practices and awareness, might better serve these nations in dealing with the complexities of the gambling industry while preserving an engaged and informed citizenry. It's essential to strike a harmonious balance between regulation and individual freedoms to address this complex issue effectively.