Ontario Gaming Regulators Elaborate on Advertising Guidelines Prior to Industry Launch
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With the launch date fast approaching for Ontario's regulated iGaming market, industry players gathered for a special webinar to discuss the advertising and marketing standards they'll need to follow. The event, hosted by the Interactive Advertising Bureau of Canada (IAB) and thinkTV, a marketing and research association, attracted over 600 attendees and featured insights from experts like Paul Burns from the Canadian Gaming Association and representatives from the Alcohol and Gaming Commission of Ontario (AGCO) and iGaming Ontario (iGO).
The primary takeaway from the webinar was that private operators should use their judgment when interpreting AGCO advertising guidelines. While operators can consult iGO/AGCO for clarification, the onus is on them to ensure their advertising and marketing materials comply with regulations. The AGCO will monitor operators' activities and address any concerns that arise.
The AGCO's website provides guidelines for operators seeking to do business in Ontario, which fall under the responsible gaming subsection. In a nutshell, these standards prohibit targeting minors, self-excluded persons, or high-risk players. A responsible gaming message must be included in all advertisements, and the iGO logo needs to be displayed on websites, advertising channels, and social media. Operators can't use public advertising to promote bonuses, and a level of consent will be required from players to receive deposit, signup, or bonus offer information.
Key Advertising Requirements
The AGCO's website outlines minimum advertising standards. Key requirements include:
- avoiding billboards or other outdoor displays near schools or youth-oriented locations,
- avoiding cartoon figures, symbols, or celebrity endorsements appealing to minors,
- not using minors to promote gambling,
- avoiding media and venues directed at minors, and
- avoiding tactics that exploit susceptibilities, aspirations, or lack of knowledge of high-risk players.
.Net Advertising Still Legal
Gray-market advertising, while subject to the Canadian Consumer Protection Act (Criminal Code), will remain legal in Ontario despite the launch of a regulated market. This law is outside the jurisdiction of the AGCO and iGO, being deeply embedded in Canada's federal consumer protection laws.
Adam Seaborn, discussing the issue on Twitter, noted that although the regulated market is expected to gradually eliminate gray markets in the province, .net advertising will continue to be seen on television for brands yet to be regulated.
Overstimulation of Advertising
During the question-and-answer segment, the issue of potential overstimulation of sports betting advertisements was raised. With over 30 operators set to enter the market on, or around, April 4, the volume of sports betting ads has begun increasing. While there are no current rules limiting the volume of advertising, individual broadcasters will play a role in determining the number of gambling ads aired.
BetRivers and PointsBet have already started airing ads across cable networks, with Dan O'Toole and the Trailer Park Boys serving as faces for these brands, respectively. Gray-market sportsbooks like Bet99, Bet365, and others have been running ads across cable TV networks and in other media for years.
The AGCO and iGO plan to monitor the increase in sports ads closely, while thinkTV aims to develop strategies to manage the advertising space effectively, minimizing potential harm to viewers. As of now, the AGCO has confirmed issuing licenses to Annexio Limited, NSUS Limited, PointsBet Canada, theScore Bet, Rivalry Corp., and VHL Limited, with many more sportsbooks poised to receive official betting licenses before the April 4 launch.
- In the upcoming iGaming market of Ontario, sports betting operators must observe the advertising and marketing standards during their advertising and marketing activities.
- Operators in Ontario's regulated market should be mindful of the AGCO's guidelines when making decisions about their advertising, as they play a crucial role in ensuring compliance with regulations.
- Technology will likely have an impact on managing the increase in sports betting advertisements, as individual broadcasters will need to determine the number of gambling ads aired to avoid overstimulation.
- Students and minors should be protected from gambling ads as the AGCO's standards prohibit targeting minors or using minors to promote gambling.
- The increase in sports betting ads in Ontario, with over 30 operators entering the market, has sparked concerns about advertisement volume and its potential impact on viewers.
