Ontario Bans Gambling Ads Featuring Celebrities and Sports Stars
The gaming authorities in Ontario have not given up on regulating internet gambling advertisements. According to the Alcohol and Gaming Commission of Ontario (AGCO), gambling advertisements starring athletes and celebrities are forbidden in the province. The new limitations will go into effect on February 28, 2024. The AGCO made the decision after determining that prohibiting the use of endorsements from athletes and celebrities would help protect young people and children who may be vulnerable to advertising content. The action comes after authorities were asked to address the deluge of advertisements, leading to a demand for new regulations. In April 2022, Ontario became the first province in Canada to introduce an online gambling market that was both open and regulated.
Internet-Based Casinos Since April 2023, Canada has been following authorities' attempts to outlaw the use of athletes and sports stars in advertisements for online gambling. Let's examine the specifics of the new regulations as well as the businesses and advertisements that will be affected by the ban when it goes into effect.
Information Regarding the New Regulations
As of February 28, 2024, no athlete—retired or active—may be featured in advertisements or marketing for online gambling in Ontario. Any athletes who are advocating for responsible gaming practices will receive an exemption. The employment of celebrities, social media influencers, cartoon characters, role models, and symbols that are likely to appeal to children will also be prohibited.
The Alcohol and Gaming Commission of Ontario's new regulations won't have an impact on the volume, location, or style of advertisements. Unfortunately, not everyone may agree with this. The swift increase in online gambling advertisements has drawn a number of criticisms and grievances, particularly when these advertisements appear during live sporting events. Sports fans expressed their concerns after noticing that the total run times of the commercials exceeded the total game clock.
Businesses and Advertisements Affected by the Prohibition
A senator from Canada claims that the numerous commercials that entice users to gamble at the top online casinos in Ontario or wager on sporting events are both bothersome and harmful. Since 2021, sports betting has been permitted in Canada.
There aren't any guidelines yet regarding how it should be promoted, though. Since 1994, Marty Deacon, an independent from Waterloo, Ontario, has coached a number of athletes to success and has been a member of Team Canada at fifteen Pan American, Commonwealth, and Olympic Games.
According to Deacon, advertisements for sports betting—which frequently feature athletes or celebrities—have grown incredibly dramatic, alluring, and addictive, luring in young and vulnerable people from all over the nation. Many businesses and advertisements will be impacted by the new restrictions imposed by the impending ban in Ontario. The largest companies and athletes who will be impacted by the new regulations on February 24, 2024, are highlighted below.
BetMGM and Foxx, Jamie
With a recent BetMGM ad campaign, Jamie Foxx has gone back to his Ray roots. Jamie is seen in the advertisement playing the piano inside the Park MGM Las Vegas while dressed elegantly in a black suit. He advertises the BetMGM sports betting app in the advertisement, which airs just in time for the 2023 NFL season to kick off. A flurry of athletic activity breaks the mood of jazz and serenity as he is promoting the new app.
LeoVegas and Sundin, Mats
Since 2019, Mats Sundin, the Swedish ice hockey legend, has served as LeoVegas Casino's brand ambassador. In Mats Sundin's most recent LeoVegas YouTube video, players are invited to play hockey with him.
Gamers at LeoVegas Casino have the opportunity to play hockey with hockey legend Mats Sundin, have lunch with Sundin and other hockey alumni, and win a two-night stay in Toronto. Even an exclusive event at a real sports bar will be beneficial to players.
Fanduel and Hart Kevin
Just in time for the NFL season, the online sportsbook DraftKings has revealed the cast of its upcoming commercial, which stars comedian Kevin Hart and former NFL player Ryan Fitzpatrick. Using Kevin Hart's trademark comedic aggression and changing Ryan's last name to Fitzmagic, both starts amuse viewers and tell players about Draftkings' latest promotion, which allows you to bet $5 and get $200 in bonus bets right away.
Wheelz and Hasselhoff, David
Since 2021, David Hasselhoff has served as Wheelz Casino's face. In the most recent collaboration between the partnership, Hasselhoff and his dog are seen driving through Las Vegas while Dj Wheelz spins records and sings the catchy Wheels Spinning single in an enthralling music video. In this advertisement, David Hasslehoff drives through the opulent streets of Las Vegas while sharing his love for the game of roulette and slot machines.
