The Alcohol and Gaming Commission of Ontario (AGCO) is taking steps to safeguard minors from potential harm associated with internet gambling advertising. In a bid to minimize these risks, the AGCO has proposed changes to its advertising standards, with a key focus on banning the use of celebrities and athletes in gambling advertisements. .
Protecting Minors
The AGCO’s primary objective is to protect minors from the influence of gambling advertisements. To achieve this, they are proposing a comprehensive ban on ads that feature celebrities and athletes. This move is driven by the recognition that such figures are particularly appealing to younger audiences.
Broad Scope of the Ban
The proposed changes go beyond just celebrities and athletes. Operators and suppliers will be required to cease any advertising and marketing activities that utilize various elements likely to attract minors. This includes cartoon figures, symbols, role models, social media influencers, celebrities, or entertainers who could reasonably be expected to have an appeal to minors.
Shifting Standards
Notably, the proposed ban differs from the current standard, which targets ads that “primarily appeal” to minors. The shift in language broadens the scope of the ban and strengthens the regulator’s stance on protecting vulnerable age groups.
Seeking Industry Feedback
The AGCO has actively sought feedback from operators and stakeholders on the proposed changes. This feedback period is crucial for shaping the final standards, and interested parties have until May 8 to provide their input. Once the final standards are published, operators will have a three-month grace period before the new rules are implemented.
The Context of Ontario’s Online Gambling Market
The context of these changes is within Ontario’s burgeoning online gambling market, which opened in April 2022. As the industry grows, so does the need for stringent regulations that prioritize the well-being of minors.
The AGCO’s proposed ban on celebrities and athletes in gambling ads represents a proactive step in addressing the potential harm associated with gambling marketing. By broadening the scope of the ban and actively seeking industry feedback, the regulator aims to strike a balance between a thriving gambling industry and protecting minors from undue influence. The outcome of this initiative will have a lasting impact on how gambling is advertised in Ontario and may serve as a model for similar regulations in the future.