Breaking: AGCO Introduces Strict Rules for iGaming Marketing
Athletes Prohibited from Appearing in iGaming Advertisements by AGCO in Ontario
It's official! The Alcohol and Gaming Commission of Ontario (AGCO) has crackdown on the use of athletes and celebrities in iGaming advertising and marketing. This ambitious decision aims to shield vulnerable groups, such as children, from the potential dangers of these adverts.
Safeguarding the Vulnerable Population
The fresh regulations impose restrictions not only on athletes but also celebrities who might appeal to the younger demographic. These restrictions kicked off on February 28, 2024, marking a considerable departure from the past standard that merely discouraged content with a "primary appeal to minors."
AGCO's Discerning Approach
The AGCO's decision came after rigorous deliberation and consultations with numerous stakeholders, including mental health and public health organizations, responsible gambling experts, gaming operators, broadcast, and marketing groups, and the public. Tom Mungham, the Registrar and CEO of AGCO, underscored the importance of safeguarding Ontario's youth:
"Children are heavily influenced by the celebrities they admire. To protect Ontario's youth, we're taking extra steps to bar the use of influential figures in online betting advertisements."
Revised AGCO Internet Gaming Standards
The modified AGCO Standards for Internet Gaming include several crucial changes, focusing on preventing high-risk, underage, or self-excluded individuals from being targeted in lottery schemes. Notable alterations include:
- Advertisements devoid of themes or language primarily intended to appeal to minors.
- Advertising limitations near schools or youth-oriented locations.
- Absence of cartoon figures, symbols, role models, social media influencers, celebrities, or entertainers likely to appeal to minors.
- Exclusive use of active or retired athletes to advocate for responsible gambling practices.
- The prohibition of promoting gaming using individuals who seem to be minors.
- eschewing media and venues primarily catering to minors.
- Measures to avert the exploitation of susceptibilities or vulnerabilities in potential high-risk players.
- Efforts to restrict marketing communications to known high-risk players.
These changes reflect the AGCO's commitment to fostering a responsible and secure gaming atmosphere in Ontario, especially for its underage population.
[1] https://www.connexontario.ca/en-ca/[2] https://www.thestar.com/business/2023/09/15/new-ontario-gaming-rules-ban-ads-with-athletes-celebrities-and-cartoon-characters-that-appeal-to-minors.html[3] https://www.mobilesportsreport.com/2023/10/03/ontario-bans-betting-on-nhl-and-mlb-via-amendments-to-prohibited-events-list/[4] https://www.gamblingtherapy.org/en/problem-gambling/provincial-resources/ontario
- The Alcohol and Gaming Commission of Ontario (AGCO) has imposed strict rules on the use of athletes and celebrities in iGaming advertising, aiming to protect vulnerable groups, especially children, from the potential dangers of such adverts.
- The revised AGCO Standards for Internet Gaming prohibit the use of cartoon figures, symbols, role models, social media influencers, celebrities, or entertainers likely to appeal to minors in advertisements.
- High-risk, underage, or self-excluded individuals are to be prevented from being targeted in lottery schemes, as per the modified AGCO Internet Gaming Standards.
- The AGCO's decision to bar the use of influential figures in online betting advertisements was the result of extensive consultations with various stakeholders, including mental health and public health organizations, responsible gambling experts, gaming operators, broadcast, and marketing groups, and the public.
- Tom Mungham, the Registrar and CEO of AGCO, emphasized the importance of safeguarding Ontario's youth by stating that children are heavily influenced by the celebrities they admire.
- The new regulations impose restrictions not only on athletes but also on celebrities who might appeal to the younger demographic, marking a significant departure from the past standard that merely discouraged content with a "primary appeal to minors."
- The AGCO's fresh regulations, which commenced on February 28, 2024, also include measures to avert the exploitation of susceptibilities or vulnerabilities in potential high-risk players.
- With these changes, the AGCO aims to foster a responsible and secure gaming atmosphere in Ontario, encouraging education-and-self-development, entertainment, and general news as more appropriate platforms for the casino-and-gambling and sports industries to engage their audience.
