Ontario’s online casino regulatory framework has changed

The online casino market in Ontario has undergone some regulatory changes.  

These changes have been put in place by the Alcohol and Gaming Commission of Ontario (AGCO). 

The updated amendments in question have been implemented to the Registrar’s Standards for Internet Gaming with the aim of protecting any minors from being influenced by celebrities and pro athletes who, it would be expected, would likely appeal to them. 

With this aim in mind, a ban has been put in place that prohibits the use of pro athletes and celebrities in marketing and advertisements of the iGaming industry in Ontario. 

If followed correctly, the AGCO believes that this will ensure both the safety and fairness of marketing and advertising practices. 

The regulations pertaining to the introduction of this new ban came into force starting February 28th, 2024. 

What this new ban entails 

Prior to these new restrictions, gambling operators in Ontario could not place any marketing materials that pertained to gambling inducements, bonuses, and credits.  

They could, however, put as many advertisements as they liked, as no established limits were set on the amount they could advertise overall.  

This spurred many gaming operators to spend millions on marketing campaigns, and to recruit many well-known athletes and celebrities as both ambassadors and as the centerpieces of their advertisements. 

The following is a list that encompasses what this new ban entails: 

• Online gaming operators in Ontario are not allowed to place any athletes, whether they are active or retired, in any advertisements or marketing materials. 

• The exception to this rule is for the inclusion of athletes who are participating in ads about the advocacy for responsible gaming practices. 

• In addition to this, this new ban pertains to the inclusion of other influential figures in internet gambling marketing campaigns. These include figures such as social media influencers, cartoon figures, entertainers, role models, and any symbols that are likely to appeal to minors.  

• These new regulations will not have any effect on the location, volume, and style of gambling ads in Ontario. 

With regards to the introduction of this new ban, the AGCO stated the following: 

“This approach offers greater flexibility for regulated entities to make decisions that best suit their business needs while meeting the regulatory outcomes.” 

Fines Accrued 

There were several prominent companies that were recently fined a heft penalty for not following the rules imposed by the AGCO in 2022. 

During last year, the following iGaming operators were fined for breaching the rigid standards that were put in place: 

• MGM Resorts-owned Leo Vegas was issued a $25,000 fine. 

• The Malta-based iGaming operator Mobile Incorporated was fined a total of $30,000. 

• Bunchberry Limited was handed a fine of $15,000 by the AGCO.