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
The story of how a B.C. man found his birth mother
After his adopted parents died, Dave Rogers set out to learn more about his birth mother. DNA results and a little help from friendly strangers would put him on a path to a small town in England.
Montreal man on the hook for thousands of dollars after a feature on his Tesla caused an accident
A Montreal man is warning Tesla drivers about using the Smart Summon feature after his vehicle hit another in a parking lot.
Italy's white-collar mafia is making a business killing
Italy's mafia rarely dirties its hands with blood these days. Extortion rackets have gone out of fashion and murders are largely frowned upon by the godfathers.
Spike in 'violent rhetoric' since Oct. 7 attack from 'extremist actors,' CSIS warns
The Israel-Hamas war has led to a spike in 'violent rhetoric' from 'extremist actors' that could prompt some in Canada to turn to violence, the Canadian Security Intelligence Service warns.
Russia announces nuclear weapon drills after angry exchange with senior Western officials
Russia plans to hold drills simulating the use of battlefield nuclear weapons, the Defense Ministry announced Monday, days after the Kremlin reacted angrily to comments by senior Western officials about the war in Ukraine and Moscow warned that tensions with the West are deepening.
Summer forecast: What to expect as El Nino weakens
As Canadians brace themselves for summer temperatures, forecasters say a weakening El Nino cycle doesn’t mean relief from the heat.
Actor Bernard Hill, of 'Titanic' and 'Lord of the Rings,' has died at 79
Actor Bernard Hill, who delivered a rousing cry before leading his people into battle in 'The Lord of the Rings: The Return of the King' and went down with the ship as the captain in 'Titanic,' has died.
Dash cam catches moment suspected drunk driver hits parked car, sends it careening into North Shore flower shop
Police say it’s fortunate no one was injured or killed in a collision at North Vancouver’s Park and Tilford shopping centre Saturday evening that sent one vehicle careening into a flower shop and another into a set of concrete barriers outside a Winners store.
Israeli army tells Palestinians to evacuate parts of Gaza's Rafah ahead of an expected assault
The Israeli army on Monday ordered tens of thousands of Palestinians in Gaza's southern city of Rafah to start evacuating from the area, signalling that a long-promised ground invasion there could be imminent.