The Alcohol and Gaming Commission of Ontario (AGCO) has been working diligently to finalize its guidance on the new gambling advertisement standards.
Following the ban on celebrities endorsing gambling ads last yearr, operators in Ontario’s regulated market have requested further clarity. In response to these concerns, the commission has announced that it will be issuing documents to stakeholders by January 15, 2024.
To address the need for clarity, the AGCO initiated meetings with participants in the legal iGaming sector in early November 2023. These meetings served as an opportunity to answer questions and provide additional details on the new guidelines.
The commission has taken into account the input and consultations received from industry stakeholders during these discussions in order to develop comprehensive guidance that supports the implementation of amendments to the Registrar’s Standards for Internet Gaming related to celebrity endorsements.
The primary objective of this initiative is to deliver added clarity to registered operators, suppliers and other key participants, thereby supporting successful implementation. By providing clear guidelines, the AGCO aims to minimize potential harm to youth and children in the province, ensuring that gambling advertisements are not appealing to these vulnerable populations.
Once the guidance documents are completed, they will be distributed to operators, suppliers, sports teams and leagues, media companies, and other stakeholders by the end of January 2024. The guidance will serve as a comprehensive resource that outlines the new standards and expectations for gambling advertisements in Ontario’s regulated market.
It is worth noting that since the introduction of the iGaming framework in April 2022, none of the licensed operators have been penalized for targeting minors with their promotional campaigns.
The ban on celebrities endorsing gambling ads represents a significant step towards protecting vulnerable individuals. However, some believe that this measure alone may not be sufficient to safeguard the well-being of the population. Recently, bishops from the province have joined forces to express their opposition to gambling advertisements, drawing parallels to the promotion of tobacco products.
In a statement, the bishops emphasized the potential negative impact of gambling addiction on individuals’ welfare and highlighted the prevalence of gaming ads through the new iGaming model.
To address these concerns, they have urged the province to recognize the need for stricter regulations, including an outright prohibition of betting promotions and advertisements. The Anglican community has also been encouraged to join the Campaign to Ban Ads on Gambling, further advocating for stronger restrictions in this domain.
