Influential figures such as celebrities and athletes are now prohibited from appearing in betting ads in Ontario.

Ontario’s Alcohol and Gaming Commission (AGCO) has modified its Registrar’s Standards for Internet Gaming . The revision prohibits any high-profile public figures from participating in betting-related promotions in this Canadian province. From February 28, 2024, well-known icons and athletes cannot be part of betting adverts anymore.

With this change, betting operators in Ontario will not be allowed to promote their offerings using both current and former athletes. However, there’s an exception for content that advocates responsible gaming habits.

The following are barred from featuring in gambling ads:

• Celebrities
• Social media influencers
• Popular cartoons
• Characters that appeal predominantly to minors

Expectedly, these changes aim to curb underage engagement with betting content. AGCO postulates that young people might find these famed personalities attractive in betting ads, raising the risk of youth gambling issues in Ontario.

In April, the governing body highlighted the risk of well-known figures appearing in betting commercials. AGCO initiated extensive discussions regarding a possible ban with key figures, health institutions, experts in responsible gaming, and others involved in gambling promotions. The inquiry also extended to public opinion before a decisive conclusion.

Discussing the alterations, Tom Mungham, AGCO's former Registrar and CEO stated, “Youth look up to sportspersons and celebrities as major influences. Hence, we step up protections for youth in Ontario by excluding such key figures from gambling promotions. online betting in Ontario.”

Moreover, the revised Registrar’s Standards for Internet Gaming specifies further instructions for betting businesses to safeguard minors. It includes reducing language that might captivate younger audiences and keeping ads away from child-centric venues like educational institutions. More specifics are anticipated from AGCO shortly.

Taking a stricter stance, the Ontario regulator has penalized operators not adhering to gaming standards recently. Earlier this month, a fine of $100,000 was levied on Apollo Entertainment Limited for several responsible gambling oversights, notably for lacking sufficient measures for their self-exclusion scheme.

This robust enforcement comes as the AGCO prepares to welcome Dr. Karin Schnarr as its fresh Registrar and CEO starting September 18, 2023. She steps in after Tom Mugham, who has declared his retirement to tune into personal pursuits.