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Ontario’s Ban on Athletes and Celebs in Gambling Ads Officially Takes Effect
By Jeff Osienya Feb 29, 2024 LegalityOntario officially implements a ban on using celebrities, athletes, and influencers in gambling advertisements. It is a new dawn for the sports betting and casino scene in the Canadian province as they tighten their regulations to protect youngsters.A ban on the appearance of celebrities and athletes in sports betting ads is officially in effect as of Wednesday, February 28, 2024. The ban comes nearly a year after a group of activists comprising of educators and concerned parents launched a campaign to stop gambling ads, citing concern for underage children and the youth. The Alcohol and Gaming Commission of Ontario (AGCO) is the regulatory body overseeing the ban’s implementation.
Starting in April 2023, AGCO engaged several stakeholders in consultations and forums on how to safeguard vulnerable groups and promote responsible gambling. A consensus was reached in August 2023 when the Commission announced the effective date of the new changes, providing enough time for ad sponsors to conclude existing contracts. The ban applies to both active and retired athletes and celebrities.
Changes to Requirements Stipulated in iGaming Standards
Since the launch of an open regulated iGaming market in the Province, the Alcohol and Gaming Commission of Ontario has endeavored to meet certain expectations as a regulator, top on the list being consumer protection. To achieve this, amendments were made to the original regulations to address issues raised since online gambling went live in Ontario.
For example, to cover the evolving social media space, the AGCO included text on the definition of a social media influencer, which encompasses known terms like bloggers, streamers, and content creators. The main aim is to leave little room for misunderstandings, especially in matters that appeal to minors through influence from potential role models.
The AGCO said in a February 8 release:
Quote“Role models, social media influencers, celebrities, and entertainers include those individuals with a degree of notoriety and/or familiarity who may persuade others. The term’ social media influencer’ includes individuals active on social media who may be known by different terms (e.g., bloggers, streamers, or content creators). While the AGCO is aware that there is interest in a prescriptive definition, such as a minimum number of followers that a person might have, the Registrant’s judgment or assessment needs to focus on an individual’s appeal to minors.”
Additionally, the AGCO noted in the release explaining the revised Registrar’s Standards for iGaming.
Quote“The AGCO is aware that the iGaming environment is constantly evolving, as are operator advertising and marketing strategies. We encourage Registrants to take a cautious approach and to assess the risks of using certain individuals.”
Ban Does Not Apply to Responsible Gambling Ads
While the general rule is that athletes and celebrities should not be featured in sports betting and online gambling ads, it does not apply to including such public figures in ads that promote responsible gambling. According to advocates for responsible gambling and addiction prevention, the influence that most famous stars have on children and youth can be harnessed for the benefit of society when used to minimize any possible gambling harms posed to vulnerable groups. Certainly, AGCO also agrees with this take.
In a new requirement (Requirement 4) added to the Registrar’s Standards, the AGCO stipulated:
Quote“Materials or communications shall not use active or retired athletes, who have an agreement or arrangement made directly or indirectly between an athlete and an operator or gaming-related supplier, in advertising and marketing except for the exclusive purpose of advocating for responsible gambling practices.”
Talking to Global News, Bruce Kidd, a former Olympian, Sports Policy professor emeritus at the University of Toronto, and founder of The Campaign to Ban Advertising for Gambling, cited studies in several countries showing that gambling ads influence young people to want to gamble. He asserted that advertisements involving celebrities, influencers, and athletes groom youngsters to become life-long betters and expose them to the risk of getting addicted to the activity.
On that note, the AGCO clarified:
Quote“Advocating for responsible gambling practices could include, but is not limited to, educational content, information on the signs of problem gambling, accessing services, and responsible gambling controls such as voluntary breaks in play, self-exclusion, and financial and time-based limits.”
Campaigns and Petitions Against Gambling Harm Reason for Ban
Ontario’s decision aligns with the broader trend of governments worldwide taking a closer look at regulating gambling advertisements, especially with the rise of online gaming platforms. Regardless of the jurisdiction, the main issue of contention for consumer protection has always been regarding the exposure of underage and potentially high-risk audiences.
In Ontario’s case, the growing pressure to have audience-oriented gambling regulations targeting specific areas that could affect such groups finally led to the Commission revisiting the passed regulations. For some advocates, having the ban effected in a single province, albeit popular, isn’t enough, and a nationwide ban would better protect vulnerable groups, including children and youth.
One of the major initiatives to completely ban all gambling ads is The Campaign to Ban Advertising for Gambling. The campaign places gambling ads in a similar category as tobacco and cannabis ads, making it clear that the agenda is not to stop gambling itself.
Ontario Gambling Growth to Call for More Restrictions
iGaming is catching on pretty fast in Ontario, and gaming revenue has been on an upward trend since its launch in 2023. The most recent update on the market shows that wagers placed between October 1 and December 31, 2023, were 21% more than those placed in the previous quarter. The ground-breaking $17.2 billion wagered during the quarter generated approximately $658 million in GGR.
As the Province implements the ban and discussions surrounding responsible gambling practices and consumer protection continue, there will likely be more progressive changes to regulations. This is especially so since responsible gambling advocates have been working to have sports betting and iGaming ads completely banned.
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