It’s been about a month since the Alcohol and Gaming Commission of Ontario, Canada introduced new ad rules for sports betting, barring athletes and celebrities. But many in Canada are still scratching their heads about what these changes actually imply.
The iGaming watchdog The Kindred Group introduced its updated standards on advertising at the end of August, which bans sports stars from being featured in gambling endorsements. The ACGO agreed and announced that starting February 28, 2024, online gambling ads can’t have sports stars endorsing them.
Paul Burns, who heads the Canadian Gaming Association, is eager to get some clarity from the AGCO. Speaking to Gaming News Canada earlier this month, he raised a few questions, “How do they differentiate between a celebrity and a retired athlete? How will they gauge what might attract younger audiences? What standards or guidelines will they or expect the industry to follow? Because, honestly, we all just want to play by the rules. That’s the ultimate goal.”
Burns has even reached out to the AGCO, hoping to be involved in shaping the future advertising rules.
A Look Back at What’s Changing
On August 29, 2023, the Alcohol and Gaming Commission of Ontario (AGCO) announced changes to its primary online gaming rules, known as the Registrar’s Standards for Internet Gaming.
The update specifically bans the use of athletes and well-known personalities in online gaming ads and promotions within Ontario (starting in February). This is significant for several reasons:
- Marketing Shift for Gaming Operators: The way companies advertise their online games in Ontario is about to undergo a considerable transformation.
- Economic Impacts on Sports: The sports sector in Ontario will feel this change because a good chunk of their marketing funds comes from these gaming ads.
- Influence on Media and Broadcasts: Advertising during live sports broadcasts, sports news, radio segments, and sports-focused social media will all have a different look.
- Review of Existing Deals: If you’re a part of a gaming company or an athlete, you’re going to have to look over your contracts to ensure they align with these new guidelines.
In terms of timing, these changes will roll out right after the NFL season ends but during the ongoing NHL and NBA seasons. It’s certainly a strategic move that aligns with North America’s major sports timelines.
Why The Changes?
But what’s the real reason behind these changes? Amanda Brewer from Kindred Group thinks it’s all about the number of ads. If there are too many ads, especially from big names like the NHL, it could be a problem that may spark a conversation between them and the TV networks.
Regardless, operators have five months to grasp the AGCO’s updated framework. Aside from the ban on using athletes and celebrities, they’re also prohibited from using figures that might attract young audiences or cartoon characters.
While it’s evident that top-tier personalities can’t endorse sports betting platforms, they can promote responsible gambling. But where does this leave the lesser-known figures? In a nutshell, there are a lot of questions and the industry is waiting for answers.
As this story unfolds, Bookmakers Review will keep you posted! Stay tuned.
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