Ontario Enacts Ban on Celebrity Participation in Online Gambling Ads

Effective immediately, Ontario has implemented a ban on featuring athletes and celebrities in commercials promoting online gambling, a measure introduced by the Alcohol and Gaming Commission of Ontario (AGCO) to protect children and youth from potentially influential advertising content.

As of Feb. 28, the prohibition extends to active and retired athletes in advertising and marketing for Internet Gaming in Ontario unless they promote responsible gambling practices.

Similar regulations apply to celebrities, role models, social media influencers, entertainers, and symbols deemed likely to appeal to minors.

Determining such appeal involves evaluating an individual's fan base, audience demographics, and connections to activities popular among minors, as outlined by the AGCO.

These changes align with the AGCO's commitment to avoiding the targeting of minors or high-risk individuals in gambling-related communications, with additional rules preventing gambling ads from proximity to places like schools.

In the wake of Canada's legalization of single-game sports betting in 2021, each province has taken its approach to regulating the industry.

Ontario, experiencing a surge in online gambling advertisements, particularly during major live sporting events, has responded with these stringent measures.

During a 2023 playoff series game between the Toronto Maple Leafs and the Florida Panthers, approximately eight and a half minutes of advertisements were dedicated to online gambling, highlighting the industry's increased visibility.

The Canadian Mental Health Association (CMHA), a staunch supporter of the celebrity ban, lauded the AGCO's decision, emphasizing the importance of protecting youth from gambling-related harms amid the gamification of online gambling.

While commending the step taken, CMHA advocates for further restrictions, including prohibiting athletes from participating in ads promoting responsible gambling practices and disallowing operators from sponsoring broadcast programming segments.

CMHA Ontario spokesperson Camille Quenneville stated, "We encourage a public health approach to regulating iGaming, including implementing further restrictions on advertising and marketing until all advertising for iGaming is completely prohibited."

Between Oct. 1 and Dec. 31, 2023, Ontario's iGaming witnessed a significant uptick, with approximately $17.2 billion in wagers, marking a 21% increase over the second quarter and resulting in around $658 million in total gaming revenue, according to the third-quarter review report.