Sports betting operators are not happy about the strict sports betting ad standards imposed by the Ontario Alcohol and Gaming Commission (AGCO). The standards prohibit online sportsbooks from offering “public advertising of inducements, bonuses, and credits,” such as targeted advertising.
According to Ontario Registrar’s Standards For Internet Gaming, Section 2.05, April 2022: “Advertising and marketing materials that communicate gambling inducements, bonuses, and credits are prohibited, except on an operator’s gaming site and through direct advertising and marketing, after receiving active player consent.”
The standards are oppressive compared to those in the United States, where sports fans can’t watch a game on TV without encountering a celebrity hawking such promotions.
Many companies are competing in the Ontario marketplace, and they are struggling to find ways to differentiate themselves from their rivals.
However, the market is young—only three months old—and Canadian Gaming Association President and CEO Paul Burns says the regulations should be given a chance to work. He told Sports Handle, “There are some challenges, for sure. There is concern on the cost of acquisition, there is concern around advertising restrictions and bonuses.” Burns added, “But there are still lots of ways to offer bonuses and incentives to customers.”
He expects the standards to evolve over time. “The standards are not written in stone, they don’t last forever,” he said. He added, “We’ll see a better picture this fall, because NFL season is coming, the World Cup is coming, hockey will be back, and basketball will be back. Those numbers going forward will be more telling to see what the splits are between casino and sports and what the handle is starting to look like in the market.”
The market currently includes more than 10 online sportsbooks, including BetMGM, Caesars, DraftKings, and FanDuel, theScore, PointsBet, and BetRivers.
