Ontario regulator considers celebrity and athlete gambling advertising ban
AGCO commences operator engagement process on proposed prohibition with three-month grace period once implemented
The Alcohol and Gaming Commission of Ontario (AGCO) has confirmed its intention to ban celebrities and athletes from participating in gambling advertising in the province.
On Thursday, AGCO revealed it was engaging with industry stakeholders over the proposed change, which is aimed at minimizing gambling-related harm to both vulnerable and underage individuals.
Part of this rationale is the identification by AGCO that a number of advertising and marketing approaches being used by licensed operators in the province could “strongly appeal” to those under the legal gaming age.
“Concern regarding the potential harmful impact on the most vulnerable population, underage persons, remains high,” AGCO said.
The proposed changes focus on current practices and any future advertising by operators which skirts the line of appealing to underage individuals.
Firstly, AGCO seeks to create an obligation for both operators and suppliers to cease any current advertising or marketing utilizing active or retired athletes.
Secondly, AGCO would prohibit the use of cartoon figures, symbols, role models, social media influencers, celebrities, or entertainers who are “reasonably expected” to appeal to minors.
This proposed amendment differs from AGCO’s current rules which state persons that “primarily appeal” to minors are prohibited.
Despite these prohibitions, gambling advertising remains a permitted activity, provided AGCO’s other standards are met.
In order to give affected operators and suppliers sufficient time to comply with the proposed changes, AGCO has suggested the changes take effect three months following the publication of the final standard on the AGCO website.
Elsewhere, authorities in Ontario have outlined their intention to retain more than $40m in seized assets belonging to an illegal online sports betting ring run by a Toronto-based crime family and the Hells Angels Motorcycle Club.
Police raided properties in the Toronto area, seizing vehicles, weapons, computers, and millions of dollars in cash in December 2019, arresting 30 individuals following a two-year investigation.
The illegal ring included 14 online sports betting websites, reportedly netting the group more $160m in revenue over a six-year period.
However, subsequent prosecutions of more than two-dozen defendants were unsuccessful, including the ringleaders of the operation, due to a combination of the Covid-19 pandemic and Canadian constitutional obligations which required the swift conclusion of prosecutions.
Despite the lack of substantive prosecutions, Ontario’s Ministry of the Attorney General has confirmed its desire to seek court approval to retain $40m in cash and assets under the Ontario Civil Remedies Act.