Beginning on February 28th, 2024, Ontario’s gaming authority will implement stricter regulations on advertisements featuring athletes and celebrities that target a youthful demographic. There is concern that young individuals are particularly susceptible to such marketing tactics and may be persuaded to engage in gambling activities. These updated guidelines will prohibit the appearance of well-known personalities in gambling promotions unless the campaign specifically focuses on responsible gaming practices. This encompasses current and former athletes, influencers on social media platforms, and even animated figures. The Alcohol and Gaming Commission of Ontario (AGCO) has stated that they engaged in consultations with various stakeholders, including health institutions and gambling specialists, prior to reaching this decision. They contend that this measure is crucial to safeguard the well-being of young people residing in Ontario.
Ontario has enacted stringent rules governing the promotion of wagering, including prohibiting the use of famous individuals in advertisements. This action forms part of a broader strategy to safeguard young individuals and encourage responsible gaming.
Businesses involved in gaming are now forbidden from employing language in their promotional materials that could be enticing to those below the age of 18. Furthermore, limitations have been imposed on the placement of their advertisements, restricting them from locations frequently visited by youth, such as educational institutions. These regulations are detailed within the AGCO’s online gaming guidelines.
The effort to suppress irresponsible gaming practices is already underway. Apollo Entertainment was recently penalized CAD $100,000 for its failure to comply with the province’s responsible gaming mandates.
The AGCO is anticipated to furnish additional clarification regarding these new regulations in the upcoming weeks.
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