The Alcohol and Gaming Commission of Ontario (AGCO) has declared its intention to revise the list of public figures that can be used in gambling advertisements in order to minimize the potential harm to minors.
Under the proposed amendment, any celebrity or influencer whose fanbase comprises mainly of minors will be prohibited from being featured in any gambling-related marketing material. This includes both active and retired athletes as well as cartoon characters and symbols.
AGCO has made this proposal due to concerns over the harmful effects of gambling advertisements on minors, who are particularly vulnerable to their influence.
The announcement comes a year after the iGaming market was officially launched in Ontario, and its financial results were recently released. The AGCO will engage with stakeholders on this matter until May 8th before making any final decisions.
If the amendment is approved, operators will have three months to comply with the new rules. Despite the proposed changes, Paul Burns, President and CEO of the Canadian Gaming Association, maintains that it is extremely difficult for minors to gamble online due to strict verification procedures.