The AGCO assures that advertising standards will be stricter

Todayville Content Team

Published

10 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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