Ontario Bans Athletes From Appearing in Gambling Ads

This week the Alcohol and Gaming Commission of Ontario revealed that they've issued a ban on allowing gambling operators to feature athletes in ads for their online casino or sportsbetting brands.

The new rule means that active or retired athletes cannot appear in gambling advertising or marketing materials, unless said athletes are promoting responsible gambling. Additionally, this will include celebrities, social media influencers, cartoon characters, entertainers, or those considered to be role models.

Currently, there are a number of brands that use athletes or celebrities to promote their brands that hold licenses in Ontario. BetMGM utilized hockey legend Wayne Gretzky and current star Connor McDavid for ads, while DraftKings recently signed NBA star LeBron James as a brand ambassador. These athletes will no longer be able to appear in Ontario gambling ads.

Ontario launched its online betting industry in April of 2022 and it has grown substantially since. During the third quarter of the province's current fiscal year (ending December 31st), handle was $17.2 billion CAD, and gaming revenues were $658 million CAD.

About the author

Dustin Jermalowicz // News Editor
Dustin Jermalowicz
Dustin has a long-standing passion for gambling. He has been writing professionally on the subject and breaking industry news for Casino Listings since 2011. His favorite casino games include Blackjack, Poker, and Hi/Lo. A proud native of Detroit, Dustin currently lives in Michigan.
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Location: Michigan
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29 February 2024 - 5:53pm

All I see on gambling ads on TV or billboards are athletes and celebrities. I bet the marketing teams at these places are happy they spent so much on these people as brand ambassadors and now they can't even use them. 😂😂

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