Although it took longer than initially anticipated, the Alcohol and Gaming Commission of Ontario (AGCO) has finally revised its Advertising Standards.Ontario sports betting and online casinos last week.
Nevertheless, many industry professionals are seeking further clarification to ensure proper adherence to these new guidelines.
The AGCO has instituted a ban on featuring athletes in internet gaming promotions within Ontario, which means we can expect to see the end of advertisements featuring stars like Connor McDavid for BetMGM. Additionally, the new standards have been tightened to limit the involvement of celebrities likely to attract a younger audience, as stated by the AGCO.
These new regulations are set to take effect on February 28, 2024.
In crafting its proposal to eliminate certain advertisements, the AGCO conducted consultations and gathered feedback from a diverse group of stakeholders. Tom Mungham, the AGCO Registrar and CEO, mentioned that during a talk at the Canadian Gaming Summit in Toronto this past June, 38 responses were received regarding the consultation.Ontario online casinos Participants included representatives from land-based venues, the charitable gaming industry, and health organizations like the Canadian Mental Health Association.
Key Updates Regarding AGCO Advertising Regulations
To be more precise, the enhancements to the AGCO Internet Gaming Standards include the following (highlighted for emphasis):
2.03 – Advertising and promotional materials must avoid targeting high-risk individuals, underage players, or those who have excluded themselves from gambling. Furthermore, these materials should not include minors and must not be disseminated to high-risk individuals. This rule also extends to Gaming-Related Suppliers.
At a minimum, promotional materials and communications must not:
- Target themes or language primarily aimed at attracting minors.
- Be displayed on billboards or similar outdoor locations that are near schools or areas frequented by young people.
- Incorporate cartoon characters, symbols, role models, social media influencers, or celebrities likely to appeal to younger audiences. (This requirement has been updated.)
- Feature professional or retired athletes involved in any advertising or marketing agreements, unless it's specifically for promoting responsible gambling initiatives. (This is a new regulation.)
- Utilize individuals who are, or appear to be, minors in marketing campaigns related to gaming.
- Appearing in media, including websites and digital platforms aimed primarily at a youth audience, or where it’s reasonable to assume that most viewers are minors.
- Take advantage of the vulnerabilities, hopes, and naiveté of potential high-risk individuals, or otherwise promote the benefits of gambling.
- Encourage or attract high-risk players; instead, marketing efforts should implement controls to minimize communications directed at known high-risk individuals. (This guideline has also been updated.)
AGCO Says More Guidance Coming
The AGCO plans to release further instructions shortly, which should be a welcome development as clarity is crucial for operators in the industry.casino apps in Ontario and other sectors of the industry.
Paul Burns, president and CEO of the Canadian Gaming Association, remarked, \"We believe Ontario's situation is distinct and not comparable to places like the UK or Australia. Our aim is to foster a healthy relationship with consumers. In this context, we need to make decisions based on evidence to establish standards that serve our needs—this is something the industry is dedicated to achieving.
"I strongly believe that a request for compliance guidance regarding the new standards is essential for operators to gain a clearer understanding, equipping them with the necessary tools for compliance, which is a common goal. The AGCO should play a role in facilitating this. The terms have been slightly modified for some, while others may find these changes have no effect. When we shift from appealing primarily to minors to likely appealing, it raises questions—how do we ensure compliance for everyone? As we are aware, substantial investments are made in advertising and marketing efforts, and the industry needs guidance on how to create compliant marketing strategies.\"
Defining What Celebrity Is
What truly defines a celebrity, role model, or influencer?
"No operator wants to launch a campaign only to discover afterward that it doesn’t align with their intentions,\" Burns explained. \"The industry requires certainty moving forward.\"
As Burns highlighted, many have expressed concerns about the quantity of iGaming advertisements; however, there have been 'very few' complaints regarding the content within them. Furthermore, established organizations like thinkTV already enforce strict standards, reviewing ads prior to their airing to ensure they don't target minors or include anyone under the age of 25.Ontario sportsbook apps The Ontario Lottery and Gaming Corporation, which previously featured Maple Leafs captain John Tavares in their advertisements alongside retired goalie Curtis Joseph, stated that it would maintain compliance with AGCO marketing standards moving forward.
While the partnership with Tavares has ended, the ad featuring Joseph promoted responsible gambling by highlighting the PlaySmart initiative.
Amanda Brewer, who serves as the country manager for Canada at Kindred Group, expressed that the news was anticipated. She emphasized that the changes help eliminate potential integrity concerns regarding athletes and their affiliated sports.
Operators React To Ruling
"The AGCO still needs to clarify the definitions of 'athlete,' 'celebrity,' 'role model,' and 'influencer.' Until we receive more information, we feel the current announcements may be premature,\" she noted.
Unibet Ontario Online Casino has not utilized athletes in its advertising campaigns, thus this new requirement does not impact its operations.
Brewer also remarked that since the market's inception in April 2022, no operator has faced penalties for breaches of advertising regulations, especially those concerning responsible gambling or targeting minors.
Nic Sulsky, the chief commercial officer of PointsBet Canada, expressed:
"We applaud the AGCO for implementing the much-anticipated changes to the marketing standards for operators. As the regulated iGaming landscape in Ontario continues to evolve, we support the ongoing efforts towards establishing a truly equitable environment for all operators. A clear and concise regulatory framework is essential for us to effectively develop and implement marketing strategies that promote a responsible gaming atmosphere.\"
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Fromdeereplanet.com
