AGCO Proposes Banning Celebrities from Online Gambling Ads

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The Alcohol and Gaming Commission of Ontario (AGCO) is proposing new gambling regulations that would prohibit athletes and celebrities from appearing in online gambling advertisements. The AGCO will engage with stakeholders until May 8, 2023, before announcing a decision.

If the regulations are implemented, operators and suppliers would be required to stop using active or retired athletes in gaming marketing and advertising, as well as cartoons, symbols, role models, social media influencers, and entertainers who may appeal to minors (under the age of 18).

According to the AGCO, the new regulations are being proposed in response to emerging risks and concerns that advertising approaches that appeal to minors through celebrities and/or athletes may have a harmful impact. The ACGO will allow affected operators and suppliers three months to comply with the new rules after the final standards are published.