Athletes will be banned from advertising online gambling in Ontario

In the Canadian province of Ontario, athletes will be banned from advertising online gambling. This was announced last Tuesday by the Alcohol and Gaming Commission of Ontario (AGCO), which updated the registration standards for online games.

In April this year, AGCO held a public discussion on the ban on such advertising with the participation of experts, representatives of gambling operators, advertising companies, the media and the public. Based on consultations, AGCO concluded that banning the use of athletes and limiting celebrity endorsements would help protect children and youth who may be particularly susceptible to such promotional content.

The new standards prohibit registered Ontario gaming operators from using athletes, active or retired, in gaming marketing and advertising, except to promote responsible gambling practices.

The ban also includes the use of celebrities and social media influencers, as well as artists and cartoon characters who “would likely be expected to appeal to minors.”

The restrictions will come into effect on February 28, 2024.

As a reminder, the regulated online gambling market was launched in Ontario on April 4, 2022.