The AGCO assures that advertising standards will be stricter

Todayville Content Team

Published

12 months ago

7 minute read

The AGCO (Alcohol and Gaming Commission of Ontario) has assured that stricter new advertising standards will continue to be enforced for the iGaming industry in the region.

The regulatory body has made this growing industry a clear priority in the last few months; in a recent guidance update, the regulator asserted that they remain ‘committed to taking the necessary steps to maintain a safe, sustainable, and successful iGaming market’.

With this guidance being continuously revised and updated, it’s clear that the gambling watchdog intends to tighten industry standards when it comes all advertisements and promotional materials for online casinos, games and betting sites in Ontario.

What is the AGCO?

The AGCO is a regulatory agency which is responsible for the regulation of various entertainment industries in Ontario. Established in 1998, the agency reports to the Ministry of the Attorney General (MAG) and operates in accordance with provincial legislature including the Alcohol and Gaming Commission of Ontario Act (2019). This is largely because the regulation of online gambling is mainly managed at a regional level in Canada, and different provinces in the country have developed their own separate legislation.

In order to keep up with the rapid developments in the iGaming industry, regulatory bodies around the world have had to move quickly in recent years. Since the launch of the legal, regulated industry in Ontario back in April 2022, online casinos have established strong popularity in the region, with some of the best in Canada now readily available to Canadian players.

The AGCO’s responsibilities include making sure that alcohol and cannabis sales as well as gambling activities of any kind are conducted safely, fairly, and in accordance with Ontarian law. This vital work includes licensing liquor stores and gaming establishments, maintaining safety and welfare standards in horse racing events, carrying out venue inspections, and monitoring casino activities such as slot machines and popular online betting sites.

Due to the legalization of iGaming in Ontario, the AGCO is now setting the benchmark for its regulation in Canada as a whole. Ultimately, the watchdog’s main aim is to regulate these entertainment industries in a way that protects the public interest, promotes responsible behaviour, and prevents malpractice and exploitative operations.

What are the latest advertising standards?

Changes to regulations in recent years have affected various industries in Canada – including new rules for streaming companies – and of course the iGaming industry is no exception.

Regulators have swiftly sharpened their focus on the online market, as it continues to become established in the province.

In their most recent update to the ‘iGaming Standard’, the AGCO have outlined strict requirements for online operators in Ontario. These standards prioritize consumer protections, especially for minors, as well as the promotion of responsible gambling practices. There is a particular focus on the participation of athletes, celebrities and role models in advertising, as it is keenly understood that these public figures have a strong influence, especially on young people, and therefore must use their platforms responsibly.

The latest updates to these advertising standards include the following rules:

 Advertisements must not be intended or designed to appeal to minors, and must not appear near schools or other ‘youth-oriented’ locations

 Advertising must not include celebrities or influencers who may appeal to minors

 Materials featuring athletes must strictly focus on responsible gambling practices

 Promotional materials must not appear on websites or social media platforms which have large audiences of minors

 Advertising must not be designed to entice or exploit high-risk persons in any way

These are just a few of the minimum requirements outlined in the iGaming Standard – more detailed explanations can be found on the AGCO’s website, or by reading the legislature in more depth. It’s clear that these standards are being scrupulously implemented and monitored in order to block any advertising that might have a negative impact on minors (those under the legal age of 19), as well as other at-risk populations in Ontario.

These rules are subject to new additions and changes at any time, so it’s worth keeping an eye on the latest changes. Since the very beginning of the new internet gaming market in Ontario, the AGCO has made it very clear that it will continue to assess the changing situation, and introduce stricter guidance whenever deemed necessary.

What does this mean for iGaming in Ontario?

Within just two years, the online betting and iGaming industry in Ontario has attracted over a million new user accounts, and generated hundreds of millions of dollars in revenue.

Following its legalization, the success of the industry here has been noticed around the world, and industry watchdogs have moved quickly to keep Ontarian operators in check.

The AGCO’s guidance is an essential resource for all those who are seeking to navigate the complexities of Ontario’s evolving internet gaming landscape. By adhering to the advertising principles and requirements outlined in the latest guidance, participants can hope to contribute to the establishment of a thriving, sustainable iGaming industry that upholds a strong level of integrity, responsibility, and player safety.

For the most accurate and up-to-date information on any proposed new advertising standards in Ontario, we’d recommend checking the official announcements and publications from the relevant regulatory authorities – especially the AGCO. If this is an area you’re particularly interested in, their website is usually the best place to keep up with all the latest developments.

Whilst these changes can be hard to keep up with, it is imperative that the industry is subject to consistent and careful regulation, so that all residents of Ontario are protected. Ultimately, with these new advertising standards in place, players can continue to expect a high-quality gaming experience in Ontario, whilst also benefitting from increased security and better player safety standards.

Todayville Content Team

www.todayville.com/

Todayville Content Team works with a wide variety of clients to develop compelling content solutions. Our experienced team develops strategic campaigns that use video and storytelling, digital advertising and social media to help our clients position and distinguish themselves in the market.

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The National Hockey League (NHL) has seen its fair share of strange moments, but few compare to the bizarre and hilarious tale of Taro Tsujimoto, a player who never existed. His “selection” in the 1974 NHL Draft remains one of the most legendary pranks in hockey history. If you want to wager on actual players, making the 1xBet app download is definitely a great idea.

In the 1970s, the NHL Draft was a much less glamorous event than today. It was a tedious process conducted over the phone, with teams calling in their picks. The 3 biggest highlights of what happened during that year’s draft were:

the draft dragged on for hours;
there were multiple rounds and teams selecting unknown prospects from obscure leagues;
frustrated with the monotony, Buffalo Sabres general manager Punch Imlach decided to have a little fun.

As the 11th round approached, Imlach instructed his team’s representative to draft Taro Tsujimoto, a supposed forward from the Tokyo Katanas of the Japan Ice Hockey League. The name sounded authentic enough. The league officials, unfamiliar with Japanese hockey, accepted the pick without question. By downloading the 1xBet app you will also be able to wager on great NHL teams too.

A small problem

There was a small problem with all of this, as 2 things didn’t exist: Tsujimoto and the Tokyo Katanas. Imlach had completely fabricated the player as a joke, taking advantage of the NHL’s lack of verification. When it comes to NHL wagers, there is no better platform than the 1xBet Canada site.

For weeks, the league listed Tsujimoto as an official draft pick, and even some newspapers reported on Buffalo’s mysterious new Japanese prospect. Eventually, the Sabres admitted the hoax, and the NHL was forced to retroactively erase the selection from its records.

Despite being a fictional player, Taro Tsujimoto took on a life of his own. Buffalo Sabres fans embraced the prank, and over the years, his name has become a cult legend in hockey culture. Some fans even wore jerseys with “Tsujimoto” on the back. The joke persisted so much that when EA Sports released NHL video games, players could occasionally find Tsujimoto in the game’s draft pool as a hidden Easter egg.

More than just a prank, the story of Taro Tsujimoto highlights 2 things: the quirks of old-school sports management and the creativity of one of hockey’s most colorful executives. Today, with the draft process being highly scrutinized and broadcast live, such a prank would be impossible. But Tsujimoto’s legacy lives on as one of hockey’s greatest inside jokes. What is not a joke are the great rewards that a platform like the Canadian 1xBet site can give you.

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60% of Canadians gamble each month – why the industry is going from strength to strength

Published on March 26, 2025

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When it comes to regulating gambling, Canada has a somewhat relaxed approach. The Canadian Gaming Association oversees the industry, but it’s up to individual provinces to enact and enforce any laws relating to online casino gaming, sports betting, traditional casino gaming, and other forms of gambling.

Canada’s online casino gaming laws are not totally clear, but individual provinces are starting to put this right. Ontario was the first and did so when it launched its own regulated igaming market in April 2022. Now some other provinces have followed suit, creating a safer igaming environment for players in those provinces. Below is a look at gambling in Canada compared to other parts of the world, at gaming laws in Alberta compared to other provinces, and at the future of the Canadian, US, and UK gambling industries.

Canada: a forever love of gambling

Gambling in some form or other has always been popular in Canada. Way back in the 1990s, research found six in ten Canadians (60%) gambled every month. Additionally, four in ten (43%) spent between 1 and 20 Canadian dollars on gambling. Fast forward to today and the Canadian gambling market is worth 14.2 billion US dollars as of January 2024, according to data on the website of consumer and market data company Statista.

It seems Canada enjoys wagering just as much as two other countries that love a gamble: the US and the UK. Data on the Statista website shows that 49% of US adults took part in gambling activities in 2023. Fifty-six percent said their attitude towards gambling had relaxed, compared to the 50% of 2019.

The UK returned similar stats for the same year. Forty-eight percent of adults reported engaging in gambling activity. Online casinos generated the most gross gambling yield in 2023, but it was the nation’s National Lottery that people played the most.

Alberta: following Ontario’s lead

The regulatory developments in Ontario have triggered movement in Alberta. In May 2024, Bill 16, the Red Tape Reduction Amendment Act, made it through the process and later received Royal Assent to become law. The act removes the monopoly of gaming by a single government entity and will allow private operators, licensed by Alberta’s provincial regulator, to provide online gaming services in Alberta, meaning players will have a choice of more than one Alberta online casino to play at.

The regulation transforms Alberta into one of the more liberal provinces when it comes to online gambling, others being Quebec, Ontario, and British Columbia.

Several provinces, such as Novia Scotia and Northwest Territories, have no provincially regulated online gaming sites. Some also restrict betting on horse racing and/or other types of sports betting, obliging citizens to use international betting sites for freedom from caps and betting on as many events as they wish.

What lies ahead for the Canadian, US, and UK gambling industries?

Canada’s appetite for gambling is clear, and the industry’s online sector is beginning to thrive. Ontario has enjoyed vast success by creating its own regulated market, one which, in just its first year, saw Canadians place billions in wagers and the industry itself generate more than a billion in total gaming revenue.

Canada can expect to see other provinces follow Ontario’s lead and allow private operators to provide services in the province under license. The purpose of the regulation is player protection. Any province that develops a regulated market will focus on this, so there will also be regulations around the advertising of gambling services.

The US

Gambling online is the future for the US, too, although states are slow to legalize it. As of September 2024, 38 states had legalized sports betting, following the US Supreme Court’s ruling that states could regulate sports gambling directly.

Despite allowing sports betting, some states only permit in-person betting, and only a few states allow online casino gaming. Operators believe online casino gaming is the future of gambling.

The UK

In the UK, the use of artificial intelligence (AI) will get bigger and bigger. Companies have realized AI can enhance players’ experience and are embracing it more and more. For instance, sports betting websites can use it to crunch data and provide iGamers with stats and other data to make better betting decisions. They’re also understanding they can use AI to prioritize content players are likely to be interested in and to personalize their offerings and services to players’ preferences.

Canada enjoys gambling as much as America and the UK. Although laws around igaming are more of a grey area in Canada, some provinces are clearing the issue up by creating regulated markets and experiencing great success. As time goes by, more are sure to follow.