In recent months, the Canadian Gaming Association (CGA) has been actively addressing the changes to the Advertising Standards set by the Alcohol and Gaming Commission of Ontario (AGCO). The AGCO’s new regulations aim to restrict certain advertising practices in the gaming industry, including the use of athletes and celebrities who appeal to minors.
CGA President and CEO, Paul Burns, has expressed the industry’s willingness to comply with these changes but also highlighted the need for clarity and guidance on how to navigate these new standards. He was recently interviewed by Gaming News Canada and talked about the changes.
The AGCO’s new Advertising Standards have significant implications for the gaming industry in Ontario. The use of athletes in internet gaming advertising and marketing has been banned, while restrictions have been strengthened to prevent the use of celebrities who are likely to appeal to minors. These changes directly impact popular ads featuring sports stars such as Connor McDavid, Wayne Gretzky and Kevin Garnett, which will no longer be visible in Ontario.
However, compliance with these standards is not a straightforward task. The CGA has raised concerns about the lack of clear guidelines from the AGCO. Questions have arisen regarding the distinction between a celebrity and a retired athlete, as well as the metrics used to determine appeal to minors. The industry said it’s eager to comply with the new regulations, but the absence of specific instructions poses challenges.
Burns revealed that the association has written to the AGCO, requesting to participate in the creation of a compliance guidance document. This document would provide detailed instructions on how the industry can align its advertising practices with the new standards.
Burns emphasized the importance of determining clear definitions for terms such as “celebrity” and “retired athlete.” The industry needs explicit guidance on what criteria the AGCO will use to assess appeals to minors. By working collaboratively with the AGCO, the CGA aims to establish a framework that facilitates compliance and ensures a transparent advertising environment.
The gaming industry in Ontario has faced previous challenges related to advertising regulations. Burns highlighted the issues encountered with bonus and incentive language, which resulted in a trial-and-error approach for some operators. This approach proved to be counterproductive and led to wasted resources on programs that were ultimately abandoned.
The CGA sees the current situation as an opportunity to rectify past mistakes and create a more constructive relationship with the AGCO. By clarifying the definitions and expectations outlined in the new Advertising Standards, the industry can avoid unnecessary expenditures and focus on compliant advertising strategies that align with the AGCO’s objectives.
Burns also discussed Senate Bill S-269, which has implications for the gaming industry. Regarding S-269, the bill aims to develop a national framework for regulating advertising in the sports betting sector. This legislation seeks to establish new standards for risk prevention in sports betting advertisements across Canada. The CGA expressed an interest in engaging with the senators to understand the intended direction of these bills and their potential impact on the industry.
