The Alcohol and Gaming Commission of Ontario (AGCO) announced last week that it was banning athletes and celebrities in iGaming advertising. The ban goes into effect February 28, 2024. The AGCO cited the need to protect vulnerable individuals, including children.
The AGCO’s ban on athletes and celebrities in iGaming advertising is not an entirely unexpected development. Previously, the regulations prohibited the use of advertising and marketing content with a “primary appeal to minors.”
However, the updated guidance goes even further by explicitly prohibiting the use of athletes and celebrities, both active and retired, in these campaigns, except for promoting responsible gambling practices.
These new regulations are more comprehensive and aim to address concerns about the potential influence of athletes and celebrities on young individuals. By barring their use, the AGCO hopes to create a safer environment for all participants in the online gambling industry.
The AGCO’s decision to implement the ban on athletes in iGaming advertising was not made lightly. It followed months of deliberation and consultations with various stakeholders, including mental health and public health organizations, responsible gambling experts, gaming operators, broadcast and marketing groups, and the general public.
These consultations were crucial in gathering diverse perspectives and ensuring that the regulations were fair, balanced, and aligned with the goal of protecting vulnerable individuals. By engaging with experts and the public, the AGCO demonstrated its commitment to making informed decisions that consider the well-being of all stakeholders.
The AGCO’s decision to ban athletes in iGaming advertising is just one aspect of the revised Standards for Internet Gaming. Others include banning advertising that targets high-risk, underage, or self-excluded individuals, limiting marketing communications to all known high-risk players, and banning advertising, marketing materials, based on themes or use language intended to primarily appeal to minors.
The regulations in iGaming advertising in Ontario marks a significant shift in the industry. Operators will need to reassess their marketing strategies and find alternative ways to connect with their target audience. While the use of athletes has long been a popular choice for promoting products and services, the focus on responsible gambling practices will require operators to be more creative and thoughtful in their approach.
The AGCO’s ban on athletes in iGaming advertising is specific to Ontario. However, this decision could serve as a precedent for other jurisdictions to consider similar measures. As the online gambling industry continues to evolve, responsible advertising practices will likely become increasingly important.
