AGCO’s ban on athletes advertising igaming products now in effect
In order to protect minors, restrictions on Ontario-based igaming operators using athletes in their marketing has come into force
As of February 28, 2024, the Alcohol and Gaming Commission of Ontario’s (AGCO) ban on athletes endorsing igaming through advertising and marketing in Ontario has been enforced.
Following the first year of Ontario’s open, regulated igaming market, AGCO recognized that marketing campaigns using the pull of athletes – many of whom are idolized by younger audiences – could be a potential cause of harm to anyone under the legal gaming age.
The implementation of the ban, which was announced last August, is the first step in reducing that risk.
In April 2023, AGCO held discussions on the proposal and received suggestions from a wide range of stakeholders.
These included igaming operators, responsible gambling experts, broadcast and marketing groups and mental and public health organizations, as well as contributions from the public.
Following the consultations, AGCO concluded that outlawing the use of athletes and limiting celebrity endorsements was the best way to help safeguard children and teenagers who might otherwise be susceptible to such marketing content.
The newly-enforced restrictions will now prohibit registered igaming operators in Ontario from using athletes in igaming marketing and advertising, with the sole exception of campaigns aimed exclusively at promoting responsible gambling practices.
This rule applies to both retired athletes and those still in the game.
When the ban was announced last summer, Tom Mungham, registrar and CEO of AGCO, said: “Children and youth are heavily influenced by the athletes and celebrities they look up to. We’re therefore increasing measures to protect Ontario’s youth by disallowing the use of these influential figures to promote online betting in Ontario.”