A New Broom Sweeps Clean, Ontario Cracks Down On Celebrity iGaming Endorsements

Relatively new to iGaming, the Canadian province of Ontario is burnishing its Responsible Gambling leadership credentials by banning athletes and celebrity influencers from endorsing betting.

The sanction comes as the regulatory Alcohol and Gaming Commission of Ontario (AGCO) welcomes university professor Dr. Karen Schnarr as its new CEO, starting September 17.

These new “Standards for Internet Gaming” in Canada’s most populous state, which only regulated Internet-based sports gambling and iGaming last April, with great subsequent success, will take effect on February 28 next year.

It follows wide ranging discussions between the AGCO, gambling operators, health professionals and a gamut of other iGaming stakeholders.

“We’re increasing measures to protect Ontario’s youth by disallowing the use of these influential figures to promote online betting,” affirmed the AGCO’s outgoing Chief Executive Tom Mungham.

Ontario, population 14.3 million people, is effectively the iGaming pathfinder in Canada. Where it leads other Canadian provinces are sure to follow.

It now falls into line with other progressive jurisdictions, such as the U.K., where gambling endorsements by top athletes and influencers, deemed to be targeting a youth, under 21-years-old audience, is ostensibly banned.

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