The province of Ontario is taking stricter measures against gaming promotions aimed at youth. Effective February 28th, 2024, the use of well-known athletes or personalities in internet-based gambling advertisements will be prohibited. This action, according to the Alcohol and Gaming Commission of Ontario (AGCO), is intended to safeguard minors who are considered more susceptible to influence from these prominent individuals. The sole exemption applies to advertisements that center on responsible gaming practices.
This restriction extends further, encompassing social media influencers, animated figures, or emblems that could resonate with younger demographics. Since April 2023, the AGCO has been examining this matter, engaging with diverse stakeholders such as healthcare entities, gaming specialists, and even advertising firms to gather their perspectives. Tom Mungham, the AGCO’s chief, stressed the necessity of heightened efforts to shield children from the allure of gambling, particularly when promoted by figures they admire.
In addition to prohibiting the use of famous individuals for promotion, Ontario’s gaming authority, the AGCO, has established a series of new regulations for internet casinos. Their goal is to ensure that marketing materials are not directed at minors, prohibiting animated characters and advertisements near educational institutions. While the complete details are yet to be disclosed, the AGCO is committed to rigorous enforcement. Apollo Entertainment serves as a prime example, having received a substantial $75,000 penalty for non-compliance with responsible gambling guidelines.
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