The AGCO assures that advertising standards will be stricter

Todayville Content Team

Published

11 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 online casino industry is growing so fast, and the question of how to participate remains pertinent. In fact, according to recent statistics, the number of online gamblers is expected to hit 210 million in 2025. And, of course, it follows that players from regions like Calgary and Edmonton have contributed a lot to this growth.

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Identify a suitable platform

A great online casino gaming experience all begins with choosing the right platform. But how do you ensure that it’s actually the right platform? Let’s take a look at a few factors.

Online security

No one wants to gamble on a platform that could expose them to attacks. And now that attacks are really becoming prevalent in this industry, you don’t want to turn a blind eye toward online safety. By the way, do you actually know that, according to experts, more than 70% of online casinos have been involved in security incidents just recently? You can imagine what things could be like in 2025, given that cybercriminals are ever-evolving.

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User-friendliness

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To further improve its friendliness, the platform will also want to cater to multiscreen consumers. And this is where the responsive design approach comes in. The website should work well even on smaller devices without needing you to pinch or zoom it. That way, you can always be sure of a great experience even when on the go.

Get started

Once you have examined these factors, it’s time to play. Most casinos will provide you with the option of either downloading their apps or participating instantly. For most platforms, you’ll need to sign up or register by providing some basic information like your name, email address and so on. Always ensure that these details are as accurate as possible.

This normally comes in handy for stricter platforms that may require you to verify your details. For instance, some may need players to upload copies of their IDs, passports or even driver’s licenses. Remember, gambling restrictions are becoming tighter by the day, and such measures can really help reduce fraud. Once all this is done, go ahead and fund your account.

Navigating the online casino lobby and playing responsibly

The casino lobby is where all the magic happens. You’ll find a wide variety of games, from classic slots and table games to live dealer games that bring the casino floor to your screen. Use the search bar or filters to find your favorite games, or try something new—many casinos offer free demo versions so you can practice before betting real money.

If you’re a fan of slots, look for games with high RTP percentages and exciting bonus features. For table game enthusiasts, check out different variations of blackjack, poker, and baccarat. And if you’re looking for a more immersive experience, live dealer games are the way to go. By streaming in real-time with professional dealers, these games actually make you feel like you’re in a real casino.

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Albertans have Canada’s highest spending on gaming per capita, and this statistic has led experts to believe that it would welcome a more open online sports betting industry.

The province is home to one of Canada’s youngest adult populations, and a legal betting age of 18 would be conducive to a successful online sports betting market. Another benefit for the 4.9 million inhabitants of Alberta is that Canadians don’t pay tax on winnings.

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