The standards have also been strengthened to restrict the use of celebrities who would likely be expected to appeal to minors. The new regulations go into effect on February 28th, 2024.
Following the first year of Ontario’s open, regulated igaming market, the AGCO identified advertising & marketing featuring athletes & celebrities, as a potential harm to those under the legal gaming age.
In April 2023, they held consultations on its proposal with a broad range of stakeholders including mental health & public health organizations, responsible gaming experts, gaming operators, broadcast & marketing groups and the public.
The prohibition includes active or retired athletes, except for exclusive purposes for advocating for responsible gaming practices.
They also restrict the use of celebrities, role models, social media influencers, entertainers, cartoon characters and symbols that would appeal to minors.