Regulatory Overhaul in Ontario's Online Casino Market Effective February 28

Author:

Olivia Phillips

|Published: February 29th, 2024

Ontario's Alcohol and Gaming Commission (AGCO) has initiated significant regulatory changes in the online casino gaming sector, effective February 28.

The AGCO's amendments to the Registrar's Standards for Internet Gaming aim to establish a secure and equitable environment for marketing and advertising within the online casino industry.

These revisions specifically address concerns related to marketing targeted at minors and the involvement of athletes in gambling promotions.

The AGCO emphasized that these updates provide regulated entities with increased flexibility in aligning business decisions with regulatory requirements to achieve optimal outcomes.

The new requirements dictate the exclusion of cartoon characters, social media influencers, and celebrities likely to attract minors in all materials and communications by operators.

Additionally, operators are prohibited from featuring active or retired athletes engaged in agreements with gambling companies, except in marketing initiatives exclusively promoting Responsible Gaming (RG) practices.

The AGCO's standards also stress avoiding marketing efforts directed at high-risk players.

Implemented on February 28, the regulatory changes respond to last year's fines imposed by the AGCO on three iGaming operators—LeoVegas, Bunchberry, and Mobile Incorporated—for violating standards in offering unapproved games in Ontario.

Based in Malta, Mobile Incorporated faced a $30,000 fine, while LeoVegas, owned by MGM Resorts, received a $25,000 penalty. Bunchberry was directed to pay $15,000.

The AGCO had previously revised its standards in 2022, leading to the fines imposed on the operators.