As of Wednesday 28th February 2024 new advertising standards have come in that prevent Ontario online casinos and sportsbooks from using celebrities in any promotional activity. This is one of a number of measures put in place by the Alcohol and Gambling Commission of Ontario (AGCO) to protect minors and other vulnerable people from gambling-related harm.
This means we will no longer see well-loved athletes like Wayne Gretzky or Connor McDavid , actors like Jamie Foxx and the Hoff, or other famous figures like Kevin Hart, encouraging us to play on a certain platform.
The one exception to this rule is if they are advocating for responsible gambling practices.
The specific standards from the AGCO dictate that advertising, marketing materials and communications shall not target high-risk, underage or self-excluded persons to participate in gambling activities.
The new requirement bans the use of “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.” It also expands the restriction against using cartoon figures, role models, celebrities and entertainers who appeal to minors to incorporate social media influencers and change the wording to those “who would likely be expected to appeal to minors” making the requirement easier to enforce and probably encouraging online operators to err on the side of caution and remove all well-known faces from their marketing.
This expands on the previous requirements that such activity should not:
- Be based on themes or language intended to appeal primarily to?minors
- Use individuals who are, or appear to be, minors to promote?gaming.?
- Appear on billboards or other outdoor displays that are directly adjacent to schools or other primarily youth-oriented?locations.??
- Appear in media and venues, including on websites, and in digital or online media, directed primarily to minors, or where most of the audience is reasonably expected to be?minors.?
- Exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of all potentially high-risk persons, or otherwise extoll the virtues of?gaming.?
The AGCO has also increased the requirements that online casinos should have better measures in place to limit marketing communications to high-risk players.
At BonusFinder we welcome measures that are designed to protect players and help promote a safer gaming environment. However, we are eager to see what new advertising tactics gambling platforms adopt, particularly new Ontario online casinos as they have historically made a splash with celebrity endorsements!
