Ontario banning online gambling commercials featuring athletes and celebrities
Athletes, as well as some celebrities, will no longer be allowed to appear in commercials promoting online gambling in Ontario.
The new rules, proposed by the Alcohol and Gaming Commission of Ontario (AGCO), will go into effect at the end of February 2024.
- Download our app to get local alerts on your device
- Get the latest local updates right to your inbox
The ACGO argues that a ban on the use of athletes and celebrity endorsements would “help safeguard children and youth who can be particularly susceptible to such advertising content.”
CEO and Registrar of the AGCO Tom Mungham has previously told CTV News Toronto the amount of advertising associated with gambling has increased since the province legalized single-game online sport betting just over a year ago.
In May, the Centre for Addictions and Mental Health, as well as other organizations, said they supported an early proposal to restrict athlete and celebrity participation in gambling advertising as “children and youth, as well as those already experiencing gambling problems, are especially susceptible to these effects.”
"Children and youth are heavily influenced by the athletes and celebrities they look up to," Mungham said in a statement.
"We're therefore increasing measures to protect Ontario's youth by disallowing the use of these influential figures to promote online betting in Ontario."
As of Feb. 28, no athletes—both active or retired—may be used in advertising and marketing for Internet Gaming in Ontario, with the exception of advocating for responsible gambling practices.
The same rules apply to the use of celebrities, role models, social media influencers, entertainers, cartoon figures and symbols who would “likely be expected to appeal to minors,” the ACGO said.
The changes do not affect regulations to the volume, location or style of the advertising, Mungham clarified.
The proposal by the AGCO comes after significant criticism from advocates, experts and parents about the notable rise of online gambling advertisements, especially during live sports. For example, during a 2023 playoff series game between the Toronto Maple Leafs and the Florida Panthers, nearly eight and a half minutes of advertisements were dedicated to online sport gambling.
Toronto Maple Leafs’ Auston Matthews, Edmonton Oilers’ Connor McDavid and Hockey Hall of Famer Wayne Gretzky, are among high-profile athletes who have starred in recent online sports-betting promotions.
Former Olympian and University of Toronto professor emeritus Bruce Kidd told CTV News in May they recently launched the “Campaign to Ban Ads for Gambling” because “watching them on television today feels like I’m in a casino.”
And Kidd isn’t the only one to express concern. Canadian Senator Marty Deacon has introduced legislation to compel the government to regulate gambling ads, including limiting or banning the participation of celebrity athletes.
Single-game sports betting was legalized in Canada in 2021, but each province has been left to determine how to regulate the industry.
In Ontario, iGaming -- a subsidiary of the AGCO -- manages about 30 third-party operators.
With files from CTVNews.ca’s Daniel Otis
CTVNews.ca Top Stories
Canadian gov't proposes new foreign influence registry as part of wide-spanning new bill
Prime Minister Justin Trudeau's government is proposing a suite of new measures and law changes aimed at countering foreign interference in Canada, amid extensive scrutiny over past meddling attempts and an ever-evolving threat landscape.
Boeing Starliner capsule's first crewed test flight postponed
The long-awaited first crewed test flight of Boeing's new Starliner space capsule was called off for at least 24 hours over a technical issue that launch teams were unable to resolve in time for the planned Monday night lift-off.
Teacher charged in historical sexual assault of Calgary teenage girl
Calgary police have charged a teacher with the alleged sexual assault of a teenage girl more than 20 years ago.
Winnipeg man admits to killing four women, argues he's not criminally responsible
Defence lawyers of Jeremy Skibicki have admitted in court the accused killed four Indigenous women, but argues he is not criminally responsible for the deaths by way of mental disorder – this latest development has triggered a judge-alone trial rather than a jury trial.
Man banned from owning animals after fatal Calgary dog attack
The owner of three Calgary dogs that got loose and mauled a woman to death in 2022 has been ordered to pay a $15,000 fine within one year and banned from owning any animal for 15 years.
East-end Ottawa family dealing with massive rat infestation
Residents in Ottawa’s Elmridge Gardens complex are dealing with a rat infestation that just won’t go away. Now, after doing everything they can to try to fix the issue, they are pleading with the city to step in and help.
Mediterranean staple may lower your risk of death from dementia, study finds
A daily spoonful of olive oil could lower your risk of dying from dementia, according to a new study by Harvard scientists.
An El Nino-less summer is coming. Here's what that could mean for Canada
As Canadians brace themselves for summer temperatures, forecasters say a weakening El Nino cycle doesn’t mean relief from the heat.
Newfoundland and Labrador latest province to tighten rules on Airbnbs
Newfoundland and Labrador is the latest jurisdiction to bring in stricter rules for short-term rentals, with a coming set of regulations that will force operators to register with the provincial government.