In a move aimed at enhancing protection for minors in Ontario’s iGaming landscape, the Alcohol and Gaming Commission of Ontario (AGCO) has revised the Registrar’s Standards for Internet Gaming. Effective February 28, 2024, the updated standards specifically target advertising and marketing practices, imposing restrictions on the use of athletes and celebrities with an appeal to minors. The decision follows a year of regulated iGaming in Ontario, during which potential harms associated with such advertising approaches were identified.
Key Amendments and Prohibitions:
Athlete Restrictions: The revised standards explicitly prohibit registered Ontario iGaming operators from featuring athletes, whether active or retired, in iGaming marketing and advertising. An exception is made for cases where athletes advocate for responsible gambling practices exclusively.
Celebrity Restrictions: The updated standards extend restrictions to celebrities, role models, social media influencers, entertainers, cartoon figures, and symbols that are likely to appeal to minors. This broadened restriction goes beyond the previous standard, which focused on individuals with a “primary appeal to minors.”
Background and Consultations:
The decision to tighten regulations stems from the AGCO’s observations during the inaugural year of Ontario’s regulated iGaming market. Concerns were raised about the potential influence of athletes and celebrities on minors, prompting the AGCO to consider stricter measures. In April 2023, the AGCO initiated consultations on the proposed ad restrictions, receiving input from a diverse range of stakeholders, including public health organizations, responsible gambling experts, gaming operators, broadcast and marketing groups, and the public.
Protection of Ontario’s Youth:
AGCO Registrar and CEO Tom Mungham emphasized the importance of safeguarding Ontario’s youth from the influence of athletes and celebrities in the promotion of online betting. The decision reflects a commitment to mitigating potential harms associated with underage gambling by limiting exposure to influential figures who could shape the perceptions and behaviors of minors.
Appointment of New CEO:
In a related development, the AGCO recently announced the appointment of Karin Schnarr as its new Chief Executive and Registrar. Set to assume her role on September 18, Schnarr will succeed Tom Mungham, whose exit was confirmed earlier in the year. The leadership transition aligns with the ongoing efforts to navigate and regulate Ontario’s evolving iGaming landscape.
The AGCO’s proactive measures to refine advertising standards in Ontario’s iGaming sector underscore a commitment to responsible gambling and the protection of minors. By restricting the use of athletes and celebrities in advertising, the regulatory body aims to create a safer environment for youth while ensuring the continued growth and integrity of the regulated iGaming market in Ontario. As these measures take effect, the industry anticipates a more conscientious and accountable approach to marketing practices in the province.