AGCO to Offer Clarity on Ad Standards Soon

Author:

Jacob Curran

|Published: January 9th, 2024

The Alcohol and Gaming Commission of Ontario (AGCO) is finalizing guidance on the province's new gambling ad standards. Following the prohibition of celebrities endorsing gaming ads, operators sought further clarity. AGCO plans to release the documents to stakeholders by January 15, 2024.

Ontario's iGaming Impact

Ontario's iGaming sector sparked controversy nationwide with heavy promotions post-launch. In response to concerns, AGCO banned active or retired pro athletes and celebrities from endorsing, especially as they appeal to children.

Final Adjustments in Progress

Responding to stakeholders' calls for clarity, AGCO held meetings in November 2023 with legal iGaming sector participants. The guidance, developed based on industry input, will be issued before January 15, 2024. AGCO aims to provide clarity to registered operators, suppliers, and critical participants, promoting successful implementation.

Youth Protection and Advertisement Standards

Despite no penalties for targeting minors since iGaming's April 2022 launch, AGCO emphasizes minimizing harm to youth. The focus on new ad standards aims to protect children in the province.

Bishops Advocate Against Gambling Ads

Some argue the celebrity ad ban isn't enough to safeguard vulnerable individuals. Bishops in the province unite against gambling ads, urging recognition of the profound Impact on well-being. They call for Anglicans to support the Campaign to Ban Ads on Gambling, advocating for a complete prohibition on betting promotions and ads.