Ontario ban on use of celebrities in gambling ads begins today
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A ban on the use of athletes and celebrities in commercials promoting online gambling in Ontario is now in effect.
A ban on the use of athletes and celebrities in commercials promoting online gambling in Ontario is now in effect.
The changes were first announced by the Alcohol and Gaming Commission of Ontario (AGCO) last summer, with officials noting the move was to “help safeguard children and youth who can be particularly susceptible to such advertising content.”
As of Feb. 28, no active or retired athletes may be used in advertising and marketing for Internet Gaming in Ontario, with the exception of advocating for responsible gambling practices.
The same rules apply to the use of celebrities, role models, social media influencers, entertainers, cartoon figures and symbols who would “likely be expected to appeal to minors.”
This can broadly be determined by looking at an individual’s fan base, assessing audience demographics and reviewing links the individuals may have to activities popular among minors, the ACGO said.
The changes are part of the AGCO’s commitment to not target minors or high-risk individuals in advertising, marketing or other public communications. There are other rules in place that prohibit gambling ads from being near locations such as schools.
Each province has been left to determine how to regulate the industry after single-game sport betting was legalized in Canada in 2021.
