The online gambling advertising standards in Ontario could be revamped this year as part of the Alcohol and Gaming Commission of Ontario’s (AGCO) mission to further protect young people.
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.
Under the current standard, people that ‘primarily appeal’ to minors are prohibited from appearing in gaming advertising and marketing used by operators and suppliers.
However, the AGCO has proposed raising the threshold so the term becomes ‘reasonably expected’ to appeal to youth and children.
This will include athletes – whether active or retired – as well as cartoon figures, social media influencers and other celebrities and entertainers.
The AGCO is now ‘engaging with a broad range of stakeholders’ to hear their perspectives and are accepting comments until May. 8.
In order to provide affected operators and suppliers with sufficient time to comply with the proposed new and amended standard, the AGCO is proposing to have it take effect three months following the publication of the final standard on its website.