Forever, companies have captured the attention of their target audience by using celebrities in advertising. And who can blame them? The ultimate goal is to make money, and the use of famous stars helps to increase trust and brand awareness.
However, the Ontario Alcohol and Game Commission has other goals. It protects minors from iGaming advertising and marketing strategies. Yesterday, AGCO revised Registrar’s Standards for Internet Gaming to ban the use of athletes, celebrities, role models, social media influencers, celebrities, cartoon characters and symbols in Internet game advertising and marketing in Canada. This revised standard will come into effect on February 28, 2024.
This came to light after AGCO noticed that iGaming companies were using athletes to appeal to minors in advertising campaigns.
In April 2023, Ontario’s Alcohol and Game Commission held consultations on proposals to ban such ads, receiving submissions from a wide range of stakeholders, including mental health and public health organizations, responsible game experts, game operators, broadcast and marketing groups and the public.
Active or retired athletes will only be able to appear in ads promoting responsible gambling practices. 경마
“Children and teenagers are greatly influenced by athletes and celebrities they respect,” said Tom Mongham, AGCO’s registrar and CEO. “We are therefore increasing measures to protect Ontario’s youth by banning the use of these influencers to promote online betting in Ontario.”
The full list added to AGCO’s Internet gaming standard is as follows:
Advertising, marketing materials and communications should not involve high-risk, minor or self-exclusion persons in the lottery system, nor should they be deliberately communicated or transmitted to high-risk persons (even game vendors)
Requirements – At a minimum, materials and communications should be:
- Mainly based on topics or using language to appeal to minors.
- Displayed on billboards or other outdoor displays directly adjacent to the school or primarily for youth.
- Use or include cartoon characters, symbols, role models, social media influencers, celebrities or celebrities that are expected to appeal to minors. [This requirement has been changed]
- Use active or retired players for advertising and marketing, either directly or indirectly agreed or agreed between players and operators or game-related suppliers, except for the exclusive purpose of advocating responsible gambling practices.
- Use individuals who are, or appear to be, minors to promote?gaming.
- Appears in media and places, including websites, mainly digital or online media targeting minors, or where most of the audience is expected to be minors.
- Take advantage of the sensitivity, aspiration, reliability, inexperience, or lack of knowledge of everyone at potentially high risk, or otherwise appreciate the benefits of the game.
- Attracts or attracts potentially high-risk players. Instead, measures should be taken to limit marketing communications to all known high-risk players.