The Alcohol and Gaming Commission of Ontario proposes ban on celebrity gambling advertising

The change would see a total overhaul of the province’s internet gambling advertising standards.

AGCO
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The Alcohol and Gaming Commission of Ontario (AGCO) has announced plans to amend the pool of public figures that can be used in future gambling advertising.

This change would be done with the intention to reduce the potential harm to young people and children.

If the celebrity or influencer is deemed to appeal to an audience of minors, then they will be prohibited from featuring in any advertising or marketing for gambling products.

Both active and retired athletes would also be prohibited from being used in any materials, as well as cartoon figures and symbols.

In the statement, AGCO said: “Concern regarding the potential harmful impact on the most vulnerable population, underage persons, remains high.

“The AGCO is therefore proposing to prohibit the use of athletes as well as celebrities that can reasonably be expected to appeal to children and youth from internet gambling advertising and marketing in Ontario.”

This announcement comes just a few weeks after the one-year anniversary of the regulated iGaming market going live in Ontario and the financial results of the first year being released.

AGCO has said it will discuss the matter with stakeholders until 8 May before it enacts any changes.

If the amendment is passed, operators will have a three-month grace period to comply with the new standards.

Paul Burns, President and CEO of the Canadian Gaming Association, said: “It’s virtually impossible for minors to gamble online.

“You can’t open an account unless you provide a piece of verified identification.”

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