Celebrities and athletes are now banned from online gambling ads in Ontario – NOW Toronto

Celebrities and athletes can no longer be used in commercials to promote online gambling in the province under new restrictions that come into effect today.

After launching the regulated internet gaming market in 2022, the Alcohol and Gaming Commission of Ontario (AGCO) held consultations in April 2023 to discuss whether influential people should be banned in advertisements to limit the risk of underage gambling. In Ontario, you must be 19 years of age for casino gaming and sports betting on igaming sites.

“Following these consultations, the AGCO has determined that prohibiting the use of athletes and restricting celebrity endorsements would help safeguard children and youth who can be particularly susceptible to such advertising content,” the AGCO said in a news release in August 2023.

The commission then announced amendments to the Registrar’s Standards for Internet Gaming to strengthen marketing and advertising requirements. In particular, the standard was modified to restrict the use of individuals in ads who would likely appeal to minors. 

As of today, Feb. 28, marketing and advertising materials cannot include the use of celebrities, active or retired athletes, social media influencers and cartoons, among other influential figures. 

“Role models, social media influencers, celebrities and entertainers include those individuals with a degree of notoriety and/or familiarity who may persuade others. The term “social media influencer” includes individuals active on social media who may be known by different terms (e.g., bloggers, streamers, or content creators),” the AGCO said. 

Athletes refers to, but is not limited to, players in the National Hockey League, National Basketball Association, Major League Baseball, National Football League, Canadian Football League, Major League Soccer, the Premier League and Olympians.

However, high-profile figures are allowed to be used in marketing and advertisements for the exclusive purpose of advocating for responsible gambling practices.

From Oct. 1 to Dec. 31, 2023, $17.2 billion worth of wagers were made through Ontario iGaming, representing a 21 per cent increase from their second quarter and $658 million in total gaming revenue.