AGCO proposes ban on athlete, celebrity ads for online gambling
Posted April 13, 2023 10:09 pm.
Last Updated April 13, 2023 10:13 pm.
The agency that oversees online gambling in the province is proposing a ban on using athletes or celebrities in advertising those services.
The Alcohol and Gaming Commission of Ontario (AGCO) says the goal of the ban is to further minimize potential harm to youth and children.
“The AGCO has identified advertising and marketing approaches that strongly appeal to persons who are under the legal gaming age through the use of celebrities and/or athletes,” the agency said in a statement on Thursday.
“The AGCO is therefore proposing to prohibit the use of athletes as well as celebrities that can reasonably be expected to appeal to children and youth from internet gambling advertising and marketing in Ontario.”
Auston Matthews of the Toronto Maple Leafs, Connor McDavid of the Edmonton Oilers, and NHL legend Wayne Gretzky are among the athletes currently in ads endorsing online gambling platforms.
Connor McDavid of the Edmonton Oilers and NHL legend Wayne Gretzky appear in ad for online gambling platform BetMGM.
The AGCO says its new guidelines would also ban “the use of cartoon figures, symbols, role models, social media influencers, celebrities or entertainers who are reasonably expected to appeal to minors.”
The provincial agency says the changes would take effect three months after the new standards are finalized. The AGCO says affected stakeholders can make their opinions known through its engagement portal until May 8, 2023.
