Operators in Ontario will soon no longer be able to use professional athletes in igaming advertising and marketing, except for promoting responsible gaming.
The Alcohol and Gaming Commission of Ontario says the ruling, which will come into effect at the end of February next year, has been designed to restrict the use of celebrities who may appeal to people under the legal gambling age.
Athletes both active and retired will be covered by the new regulation and will cover all marketing except for the purpose of advocating for responsible gaming practices, the AGCO added.
It is hoped the move will also restrict the use of other role models, social media influencers, cartoon figures and symbols by operators that may appeal to minors.
Tom Mungham, registrar and CEO at the AGCO, said: “Children and youth are heavily influenced by the athletes and celebrities they look up to.
“We’re therefore increasing measures to protect Ontario’s youth by disallowing the use of these influential figures to promote online betting in Ontario.”
The crackdown is a result of AGCO consultations on the issue in April, which the regulator said led to submissions from a “broad range of stakeholders” including mental health and public health organizations, responsible gambling experts, gaming operators, broadcast and marketing groups, and the public.”
