The Alcohol and Gaming Commission of Ontario (AGCO) recently released new guidance for the revision of gambling advertising standards in the Canadian province. These updated standards take effect on February 28. The new regulations aim to restrict the use of celebrity endorsers in gambling advertisements, particularly those that may appeal to minors.
The specific modifications to Standard 2.03 state that operators shall not use or contain cartoon figures, symbols, role models, social media influencers, celebrities or entertainers who would likely be expected to appeal to minors. Additionally, active or retired athletes cannot be used in advertising and marketing unless they are exclusively advocating for responsible gambling practices.
Over the past months, the AGCO has been working closely with iGaming operators and other stakeholders to ensure the successful implementation of these new advertising standards. The input received from these industry experts has been instrumental in shaping the guidance document released by the AGCO.
The guidance document provides detailed information on the definition of “minors” and clarifies terms such as “role models, social media influencers, celebrities, and entertainers.” It also offers more clarity on the definition of “athlete,” specifying that it does not include casual participants in local sports who are not recognized or known as athletes.
The revised advertising standards also address responsible gambling messaging and out-of-province advertisements. Operators are expected to continue taking reasonable measures to meet the Registrar’s Standards.
However, the AGCO recognizes that there may be practical limitations on registrants with respect to Ontario broadcasters displaying out-of-province advertisements that may not meet the standards. The AGCO will work with registrants to minimize any potential impacts.
The introduction of these new advertising standards has created some confusion within the industry. To address this, the AGCO has been actively reviewing feedback from industry stakeholders. The goal is to strike a balance between responsible gambling practices and effective advertising strategies.
