AGCO is gearing up to release revised advertising guidelines

By the end of January, the Alcohol and Gaming Commission of Ontario (AGCO) plans to release the final version of its guidelines for its new criteria for gambling advertisements.

This will bring AGCO one step closer to its objective of reducing the likelihood that deceptive advertisements for wagering in Ontario will adversely affect children. Public figures are also recommended to abstain from endorsing promotional endeavors associated with gaming.

The standards established by the Registrar for online gaming were made public on August 29th, 2023. According to Canadian gambling news, this establishes the restrictions on celebrity and athlete involvement in online gaming in order to safeguard young people from being influenced. The official declaration of the regulations is scheduled for February 28th, 2024. 

In accordance with AGCO’s plan, they intend to establish relationships with certified operators so that they may adhere to the established rules and regulations. They prefer to be exempt from punishment rather than being compelled to do so. Their objective is to engage with the operators to verify that they adhere to the recently implemented regulations concerning advertising and promotional endeavors. In order to identify any illicit activities, greater scrutiny will be directed towards news agencies and social media platforms.

Particular emphasis was placed on the cessation of celebrity endorsements for gambling advertisements, given that these individuals serve as role models in the eyes of young people. Responsible gambling will persist as the primary focus.

AGCO was obligated to increase the level of transparency regarding the recently implemented regulations and foster a greater comprehension among the operators. The organization initiated action to resolve the matter in November 2023 by actively involving certified operators and providing them with pertinent information.