Stakeholders weigh in on Ontario advertising standards change
AGCO confirms 40 submissions to consultation on proposed changes to marketing rules concerning athletes and influencers
More than 40 gambling industry organisations and stakeholders have provided submissions about proposed changes to gambling advertising standards in Ontario, the Alcohol and Gaming Commission of Ontario (AGCO) has confirmed.
AGCO launched the consultation on proposed changes in April, with the deadline for submissions lapsing on May 15.
Groups including the Canadian Mental Health Association and Ban Advertising for Gambling are understood to have responded to the call for opinions, with the former calling for a general prohibition on all forms of gambling advertising in a letter to AGCO.
“While we believe the AGCO’s proposed changes to the Registrar’s Standards restricting celebrity and athlete participation in promoting gambling are helpful, we encourage you to implement additional restrictions on advertising and marketing until all advertising for igaming is prohibited,” the letter stated.
Addressing the next steps, AGCO issued a statement confirming that it was conducting a “detailed review” of the consultation submissions but gave no timeline for the implementation of the proposed changes.
“We value direct stakeholder feedback to inform any changes we are considering to the AGCO’s Standards and we’re grateful to all who took the time to share their perspectives and expertise,” AGCO said.
“Once the process is complete, if there are changes to Standards, this information will be provided to stakeholders and posted to our website,” the Ontarian regulator’s statement added.
According to AGCO, the primary objective of the proposed changes being made is to minimize harm to vulnerable and underage individuals.
Part of this rationale is the identification by AGCO of a number of advertising and marketing approaches being used by licensed operators in the province which, according to the regulator, could “strongly appeal” to those under the legal gaming age.
The proposed changes cover two parts of advertising focusing on both current practices and any future advertising by operators which skirt the line of appealing to underage individuals.
Firstly, AGCO seeks to create an obligation for both operators and suppliers to cease any current advertising or marketing utilizing either active or retired athletes.
Secondly AGCO would prohibit the use of cartoon figures, symbols, role models, social media influencers, celebrities, or entertainers who are “reasonably expected” to appeal to minors.
A grace period of three months following approval of the changes and publication on AGCO’s website is included in proposals.