The Alcohol and Gaming Commission of Ontario has begun conversations with stakeholders concerning the new sports betting and gambling advertising standards it rolled out in August. Those new standards, which will go into effect in February, prohibit the use of celebrities and athletes in advertising and marketing, and operators have already been vocal in saying that they’d like more clarity on how celebrities and athletes will be defined, in addition to other issues.
Last week, the AGCO met with representatives from DraftKings, FanDuel, and PointsBet, and has plans to meet with broadcast partners, including the CBC, Bell, and Rogers, according to Gaming News Canada'(GNC).
“Guidance on how to comply [with the rules], that's what we're looking for,” Canadian Gaming Association president Paul Burns told GNC. “We're grateful to have entered into this dialogue, and from what I've heard so far, it's been a good exercise. Everyone accepts the premise that we don't want advertising that influences minors.”
Celebrities and athletes have been highly visible on the sports betting landscape in Ontario since wagering went live there in April 2022. The most notable athletes in sports betting advertising are hockey legend Wayne Gretzky and Edmonton Oiler Connor McDavid, who are partnered with BetMGM, and Toronto Maple Leaf Auston Matthews, who represents Bet99.