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
Spectacular aurora light show to be seen across Canada Friday night
A rare and severe solar storm is expected to bring spectacular displays of the northern lights, also known as aurora borealis, across much of Canada and parts of the United States on Friday night.
Town of Fort Nelson, B.C., ordered to evacuate due to wildfire
The entire town of Fort Nelson, B.C., as well as the nearby Fort Nelson First Nation, has been ordered to evacuate due to an out-of-control wildfire.
Bouchard lifts Edmonton Oilers to 4-3 overtime win over Canucks in Game 2
Evan Bouchard scored 5:38 into overtime and the Edmonton Oilers bounced back for a 4-3 win over the Vancouver Canucks in the second round of the Stanley Cup playoffs on Friday.
McGill University seeks emergency injunction to dismantle pro-Palestinian encampment
McGill University has filed a request for an injunction to have the pro-Palestinian encampment removed from its campus.
Which Canadian cities have the highest and lowest grocery prices?
Where you live plays a big factor in what you pay at the grocery store. And while it's no secret the same item may have a different price depending on the store, city or province, we wanted to see just how big the differences are, and why.
Swarm of 20,000 bees gather around woman’s car west of Toronto
A swarm of roughly 20,000 bees gathered around a woman’s car in the parking lot of Burlington Centre.
Video shows naked raccoon catching B.C. family by surprise
When Marvin Henschel spotted a strange and hairless creature wandering through a front lawn in B.C.'s Lower Mainland, he could barely believe his eyes.
Barron Trump declines to serve as an RNC delegate
Former U.S. President Donald Trump's youngest son, Barron Trump, has declined to serve as a delegate at this summer’s Republican National Convention, according to a senior Trump campaign adviser and a statement from Melania Trump's office.
Out-of-control wildfire prompts evacuation alert for Fort McMurray, Saprae Creek Estates Friday night
An evacuation alert was issued for two Wood Buffalo communities Friday night, as crews battled an out-of-control wildfire near Fort McMurray.