An Ontario regulatory agency is banning the use of athletes and celebrities in internet gaming advertising.
The Alcohol and Gaming Commission of Ontario (AGCO) said it has updated the Registrar’s Standards for Internet Gaming to include the ban, which will come into effect on February 28, 2024.
The agency says the move is aimed at safeguarding children and youth who can be particularly susceptible to such advertising content.
“Children and youth are heavily influenced by the athletes and celebrities they look up to,” said AGCO CEO Tom Mungham. “We’re therefore increasing measures to protect Ontario’s youth by disallowing the use of these influential figures to promote online betting in Ontario.”
The amended standards also restrict the use of role models, social media influencers, entertainers, and cartoon figures, except for the exclusive purpose of advocating for responsible gambling practices.
The decision was made following consultations conducted in April with mental health and public health organizations, responsible gambling experts, gaming operators, broadcast and marketing groups, and the public.