Ontario Bars Athletes from iGaming Ads, but MPP Wants More

This, the Alcohol and Gaming Commission of Ontario finally updated the Registrar’s Standards for Internet Gaming, banning athletes from featuring in betting ads and restricting the use of celebrities in such endorsements. But MPP Lisa Gretzky believes that the province must do more to deal with the matter. The regulator’s new protocol will go into effect on February 28, 2024.

Back in June, four members of Ontario’s NDP, including Ms. Gretzky submitted private members bills for an outright ban on all iGaming advertisements. Ontario kicked off online gambling for private operators in April 2022, which attracted numerous private brands, and ultimately led to an influx of marketing. This upset plenty of parents in the province.

Step in the Right Direction

Ms. Gretzky said their legislation has been tabled for a first reading, but after AGCO’s latest decision, she is hopeful that the government sees the importance of the legislation for a return for a second reading. She said that after the launch of iGaming last year, the proliferation of advertising also comes with athletes and celebrities that promote gambling websites.

However, she noted that in the province, there are plenty of people vulnerable to addictions, especially younger adults who often get overwhelmed by gambling debts. The MPP also shared that there has been an increase in suicide as many individuals feel that they cannot find a way out of it. She also remarked that several mental health agencies also call for an absolute ban on ads.

Ontario’s updated standards will forbid provincially licensed online gaming operators from using active or retired athletes in gambling marketing and advertising. But there is an exception, as athletes will be allowed to promote responsible gambling initiatives. The changes also restrict the use of celebrities and other role models, as they are expected to appeal to minors.

AGCO first shared that it will be taking steps towards the excessive iGaming advertisements in the province in April. Its proposal went through a review and listened to consultations from stakeholders, including mental health and public health organizations, responsible gambling experts, iGaming operators, broadcast and marketing groups, and of course, the public.

But the rules are not yet into effect and Ms. Gretzky is disappointed in that. She noted that this is due to AGCO being fair on iGaming operators who already spent millions on collaborating with sports stars or celebrities. But she warns that with the delay in changes, there is a risk of witnessing more gambling addiction, especially among children and youth who are overexposed to such ads.

Liberal Party also Unhappy with Commercials’ Volume

The barrage of igaming ads was also targeted by the Ontario Liberal Party. In June 2023, the party’s, interim leader John Fraser, tabled a motion in the provincial assembly urging the province to implement a new approach to betting advertising. He explained for many these ads were intrusive and quite annoying, while for others they came at a much higher cost.

Source: Battagello, Dave “Ontario bans celebrity gambling ads; Windsor MPP still has concerns” Windsor Star, August 30, 2023