Experts Stack the Odds Against Gambling Ads in Ontario

Online gambling regulation in Ontario continues to be a hot topic in 2024. The most recent pushback focuses on the prevalence of betting ads and whether it is in the country's best interest to ban them.

The Alcohol and Gaming Commission of Ontario (ACGO) has already approved a ban on celebrities and sports stars in gambling advertising, which will take effect on 28 February 2024.

 Research Reports Slam Gambling Ads

Bruce Kidd, former Olympian and now professor emeritus of sports policy at the University of Toronto, is leading the charge to have betting ads banned. Quoting from a range of international studies, he claims that these adverts are responsible for promoting high-risk behaviours, saying:

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“We see these ads grooming children and youth to become life-long betters and risk the addictions.”

This position of behaviour-enforcement is supported by Canadian psychology professor Steve Joordens, who said:

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“Just get the person to reach into their pocket,” he said. “You know, they don’t even have to go to a casino anymore. Just reach into their pocket, pull out their phone, and they can be off and gambling.”

Kidd, with the support of Karl Subban (coach, teacher, and father of three NHL players) and Clara Hughes (Olympic cyclist), has spearheaded “The Campaign to Ban Advertising for Gambling”. If successful, this will ban all casino and sports betting ads, not just those featuring celebrities.

 Robust Regulations Are Already in Place

Canadian Gaming Association President and CEO Paul Burns is the voice of reason in this debate, highlighting the existing regulations. These regulations focus on limiting the use of harmful imagery, misleading offers, and more while allowing the legal industry to remain commercially viable.

Commenting on this joint industry protections, Burns said:

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“Everybody has been leaning in to make sure they’re getting it right. No one wants to target minors, no one is intentionally targeting minors, and the gambling is a part of our society.”

Not only has the AGCO outlined its requirements, but broadcasters and gambling sites have also added their own customer and business protections, including age, address, and source of funds verification. They also ensure no advertisement contains wording and imagery that intentionally attracts players under 18.