How Will Revised AGCO Ad Standards Affect Gaming operators?

The rollout of the revised AGCO ad standards in Ontario will have new standards, such as reshaping advertising and marketing practices, emphasizing responsible gambling messaging and limiting the use of prominent figures.

How Will Revised AGCO Ad Standards Affect Gaming operators?

More than a year after it was announced, the Alcohol and Gaming Commission of Ontario (AGCO) recently implemented revised ad standards for the province’s regulated gambling industry.

As of Wednesday, February 28, the revised ad standards officially went into effect. Operators in the Ontario marketplace are now required to adhere to these new regulations, which aim to ensure greater responsibility and transparency in advertising and marketing campaigns.

One of the most notable changes in the revised AGCO ad standards is the restriction on the use of athletes, celebrities, and influencers in advertising and marketing materials. While these prominent figures were once ubiquitous in gambling ads, their presence will now be significantly reduced. However, it is worth noting that the use of celebrities will still be allowed, albeit with certain limitations.

While the revised AGCO ad standards limit the use of prominent figures, they also provide an opportunity for operators to focus more on responsible gambling messaging. The new standards permit the use of active and retired athletes in responsible gambling campaigns, encouraging operators to prioritize the well-being of their customers.

As the revised AGCO ad standards take effect in Ontario, the province of Alberta is also expected to make significant strides towards a regulated sports betting and iGaming marketplace. The Alberta government’s budget is set to include mentions of gambling, indicating the province’s commitment to creating a competitive and regulated industry.

Non-partisan think tank Cordus has put forward recommendations for the Alberta government, urging it to end its reliance on gambling revenues. Cordus suggests redirecting these funds towards poverty and addiction relief, aligning with the government’s commitment to mental health and addiction support.

PointsBet Canada, an Australian-based operator, has experienced remarkable success in the Ontario marketplace. The company’s financial performance report for the first half of 2024 revealed a significant increase in net win for sports betting and online gaming. This success highlights the potential for operators to thrive in the regulated gambling market.