It’s a wrap, folks! If you live in Ontario, Canada, or simply visiting, after February 28th next year don’t expect to see any of your favorite sports heroes or celebrities in any marketing campaign promoting gambling.
The new ban has been decided by The Alcohol and Gaming Commission of Ontario (AGCO). Thanks to the AGCO updated rule, it prohibits the use of athletes in marketing in the Canadian province. The Registrar’s Standards for Internet Gaming was also extended to restrict the use of any celebrities that might appeal to minors.
What’s the reasoning behind the new law? AGCO decided to make the adjustment after it identified the potential harm to those under the legal gaming age. In Canada, that age is 19.
Connor McDavid is the best player in the NHL
Toronto – A City Full of Pro Athletes
Known by many as the Mecca of Hockey, the capital city of Ontario is Toronto. Being jam-packed with athletes from teams like the Toronto Maple Leafs of the NHL, players are a common sight on gambling billboards and other marketing around the city.
Considering the city also has a team in the NBA and MLB, there will be a lot of athletes that will have to look elsewhere for partnerships outside of sports. Not that they need it, considering the amount of money they make.
Even legends like Ontario native Wayne Gretzky are off the list
Current and Former Players Are Banned
You would think that the ban only applies to active athletes but the new standards actually prohibits both active and retired athletes from being featured.
Seen as a compromise, both types will be allowed in campaigns that only focus on responsible gaming practices. Hmm, is that a loophole?
Shaq ads will be banned in Ontario next year
Safeguarding Children and Youth
Using celebrities is a common marketing tool for any type of brand all across the world, including casinos and sports books. Depending on the celebrity, many of them do appeal to the younger generation, which has now led up to this.
Drake is born and raised in Toronto Canada
No More Ronaldo and Drake
Cristiano Ronaldo, Shaquille O’Neill, Jamie Foxx are only some of the names we’ve seen as brand ambassadors in gambling commercials. I also have to mention Drake, which funny enough is from Toronto and as you know, works very closely together with Stake.com.
Ronaldo has done his fair share of gambling promotion
UK Ban Since October 2022
This isn’t the first time a decision like this has been made. As a matter of fact the issue of protecting minors by banning athletes etc. was implemented in the UK in October 2022.
As you can imagine, Premier League footballers were very popular brand ambassadors before the new rules.
Will a move like this have an impact? It probably will and I know using celebrities to endorse gambling products rubs a lot of people the wrong way.
Leave a Reply