Ontario joins the UK and Australia after AGCO stricter advertising regulations come into force immediately shocking operators! (Image by Kevin Mueller on Unplash )
Ontario’s Alcohol and Gaming Commission (AGCO) has implemented a ban on athlete-endorsed gambling advertisements in the province. The decision, announced on April 14th, 2023, aims to protect consumers from the potentially harmful effects of gambling and to promote responsible advertising practices within the industry.
The AGCO, a regulatory body responsible for overseeing gaming and liquor-related activities in Ontario, has taken a firm stance against the use of popular athletes to promote gambling services. This decision came after concerns were raised about the impact such advertisements might have on young and vulnerable individuals who are influenced by their favourite sports stars.
The move comes as no surprise governments across the globe with domestic licensing authorities are enforcing exactly the same rules.
In recent news covering UK slot limits, the UKGC and UK government has agreed with Premier League teams to phase out all sponsorships from betting companies. Also, in Australia, laws have been in place for some time preventing sports teams or personalities from being used as an endorsement or influencer marketing tactic by gambling companies.
What about TV personalities: For the time being there doesn’t seem to be any laws preventing famous personalities from advertising gambling, however, this is likely the next step for regulatory authorities such as the UKGC, AGCO and Aussie gambling regulatory bodies.
Research Links Sports Personalities with Betting
The reason behind this decision resulted from research that suggests that these sports personalities used as a marketing gimmick works. I.e., people see these sports stars and feel it is ok to gamble if they are endorsing the activity. How the report correlated gambling addiction to sports stars influencing them to gamble is not clear, but it seems it is enough to bring forth an outright ban on the tactic.
The Key Aim: AGCO aims to reduce the potential harm by restricting the use of athlete endorsements in gambling advertisements.
Industry Reaction – A smack in the teeth
Gambling companies operating in the province are not happy, to say the least. And the AGCO hasn’t exactly been fair about the ban so far as immediate action is to be taken. Now the Ontario iGaming and sports betting market has only been in operation for a year. Many of the operators that obliged and applied for licensing have spent millions penetrating the Canadian provincial market. However, suddenly the AGCO is springing up new rules that suppress their ability to sustain their presence in the provincial gambling zone.
In addition to the ban on athlete endorsements, AGCO has also introduced stricter guidelines for gambling advertisements in general. These guidelines require that ads should not exploit vulnerable individuals, target minors, or promote excessive gambling behaviours.
Top Rated AGCO Online Casinos
888Casino
LeoVegas
Wheez Casino
Wildz Casino
Casumo Casino
Find reviews and bonus offers here
Online Casinos in Ontario
Ontario Joins Other Jurisdictions in Ad Ban
Ontario’s decision to ban athlete-endorsed gambling ads follows similar moves in other jurisdictions. In the United Kingdom, for example, strict regulations have been in place since 2019, prohibiting the use of sports stars in gambling advertisements. Australia has also taken a similar approach, with New South Wales introducing a ban on gambling ads featuring celebrities and sports figures in 2018.
These regulatory efforts are part of a broader trend towards promoting responsible gambling practices and protecting consumers from the potential harms associated with excessive gambling. Ontario’s new regulations are expected to contribute positively to this global effort.
The Future of Gambling Advertising
As the gambling industry continues to evolve and expand, regulatory bodies like the AGCO must adapt to protect consumers from potential harm. The ban on athlete-endorsed gambling advertisements in Ontario is just one example of how regulators work to balance industry growth and consumer protection.
Moving forward, it is anticipated that other jurisdictions may follow Ontario’s lead by implementing similar restrictions on gambling advertising. As a result, companies in the gambling sector will need to find new and innovative ways to promote their services responsibly, without relying on celebrity endorsements or exploiting vulnerable populations.
Final Thoughts: AGCO’s decision to ban athlete-endorsed gambling ads in Ontario marks a significant shift in the way gambling services are promoted within the province, and maybe something the AGCO would have been wiser to delay.
Leave A Comment