Ontario limits AthleteOfficials in Ontario have taken a formal stance by banning athletes and renowned figures from appearing in online gambling ads that could appeal to minors. While this policy has received a lot of positive attention, some critics, like those from the Opposition NDP, a member of the Canadian Senate, and advocates for more forceful regulations , question if it will effectively protect those vulnerable to gambling addiction.
● Many advocates and scholars are voicing their concern over the surge in sports betting ads following Ontario's move to authorize independent digital gambling platforms last year.
● Critics argue this increase could be detrimental to youth well-being. In response, Ontario's Alcohol and Gaming Commission (AGCO) has updated its Internet Gaming guidelines, effective February 28, 2024.
● These changes came after consultations with various parties, such as mental health groups, gambling experts, gaming companies, and the public.
● AGCO representatives assert that the ban addresses rising criticisms concerning the explosion of online gambling promotions during live sports events.
Tom Mungham, who heads the AGCO as both registrar and CEO, shared, “Young people are heavily influenced by the sports stars and famous personalities they look up to. That's why we're taking steps to protect Ontario's youth by eliminating these figures from endorsing online gambling here.”
The new regulation prevents Ontario’s online gaming companies from using current or past athletes in their marketing unless it's to promote responsible gambling. It also limits the use of “role models, social influencers, entertainers, animated characters,” or any symbols that would appeal to minors. Companies are further restricted from promoting incentives, bonuses, and credits related to gambling.
Canadian Senator Marty Deacon, who spearheaded nationwide legislation to bar the use of athletes and celebrities in sports betting ads , celebrated AGCO's decision but argued for broader scope. She highlighted the necessity of uniform regulations across Canada.
Deacon expressed, “If provinces choose to liberalize betting markets, nothing forces them to follow the same advertising guidelines.” She emphasized that the lack of cohesive regulation breeds confusion, and her proposed legislation aims to set standard rules nationwide.
Ontario's NDP showed support but pushed for a total ban on gambling ads. NDP health spokesperson, MPP France Gélinas, noted, “Health professionals have raised alarms about the influence of digital gambling advertising, particularly on the young and impressionable. Today's announcement is heartening — let's continue listening to experts and push for more.”
- Ontario's decision comes amid growing global recognition of gambling ads' potential harms. For example, in the UK, there are calls to ban all gambling ads due to their impact on the vulnerable, especially children and those prone to gambling addiction.
- However, some believe more extensive measures are necessary to truly tackle this issue. Dr. Robert Williams, a University of Lethbridge professor and research coordinator at the Alberta Gambling Research Institute, thinks that while banning athletes and celebrities in advertisements is a positive step, it doesn’t get to the core of gambling addiction issues.
- The Canadian Centre on Substance Use and Addiction (CCSA) agrees, advocating for a comprehensive strategy to mitigate gambling-related harms. Such an approach would combine public health initiatives, including ad restrictions, with targeted interventions for at-risk individuals.
In wrapping up, the ban on using athletes and celebrities in Ontario's online gambling ads is a positive stride towards mitigating gambling-related harms. Yet, critics insist on a more comprehensive approach, suggesting a complete ad ban, national guidelines, and a multidimensional strategy incorporating education, prevention, and treatment.
As both Ontario and Canada move forward, evaluating these measures' effectiveness and adjusting strategies will be key to ensuring the welfare of all Canadians.
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Last Updated: October 13, 2023
