AGCO proposes new restrictions for online gambling advertising

The Alcohol and Gaming Commission of Ontario has proposed a ban on athletes and celebrities in gambling ads. 

Canada.- The Alcohol and Gaming Commission of Ontario (AGCO) is proposing a change to internet gambling advertising standards aimed to minimise potential harm to minors. It’s proposing a ban on ads that feature celebrities and/or athletes because these are likely to appeal to minors.

Operators and suppliers will have to cease any advertising and marketing activities that use athletes, whether active or retired, in gaming marketing and advertising. The move would ban the use of cartoon figures, symbols, role models, social media influencers, celebrities or entertainers who are reasonably expected to appeal to minors.

The change is that under the current standard, the ban is on ads that “primarily appeal” to minors. the regulator is accepting feedback on the proposal until May 8. Once the final standard is published, operators will have three months before the rules are implemented. Ontario’s online gambling marker opened in April 2022.

See also: Report shows 85% of Ontario players are on regulated sites