Celebrities and professional athletes have always had an influence and in some cases the influence is not good. With responsible gambling now being brought to the forefront the Ontario government has introduced a ban on celebrity endorsements for online gambling. This new law and the focus on safer gambling by Ontario will hopefully help a lot of people and it might also have an impact on the rest of the country too.
Ban on Celebrity Endorsements: A Step Towards Responsible Gambling
The decision from the AGCO is one that is set to promote responsible gambling and minimize online betting especially among those who are most vulnerable. The influence that athletes and celebrities can't be ignored and their endorsements can often sway the public. In online gambling though, the stakes are a lot higher and having celebrities make gambling seem like a fun and glamorous activity can pose a lot of risks.
Ontario want to disrupt the association between celebrity culture and gambling and in doing so redude the risk of impulsive or excessive gambling. The government also want to send a clear message that any gambling promotion should make player protection a priority and not profit margins.
How is This Going To Affect The Marketing of Gambling in Canada>
Banning celebrity endorsements has sparked a lot of discussions and talks have turned to how effective alternative marketing strategies will be. Operators and affiliates will now have to find other ways to reach their target markets and still adhere to the strict regulatory guidelines imposed by the AGCO.
One strategy is to use social media influencers and digital platforms to broadcast promotional content. Using the power of online marketing, operators will still be able to stay visible. For operators who have relied on celebrity-driven advertising their will be a big adjustment and they'll have to come up with new ways to be seen and remain competitive.
For sportsbetting, the ban on athlete endorsements in marketing ads is tough especially in Ontario which is a very sporting province. But in recent years there has been some issues raised about how athletes could potentially influence fans and especially younger audiences.
While some feathers may be ruffled, the ban on celebrity and athlete endorsements in online gambling advertisments essentially represents a strong step toward promoting responsible gambling and keeping vulnerable individuals safe from the gambling harm. With Ontario taking the first step it probably won't be long until other jurisdication follow.
Ontario's Open Online Gambling Market vs Provincial Monopolies
There is no denying that Ontario is the current iGaming king in Canada. It's been well established that Canadian players are wagering significant amounts via grey-market online gambling sites that are considered illegal. In fact, about half of the 47 legal operators in Ontario are currently taking bets from Canadians situated in other provinces even though they are not legal outside of Ontario due to provincial law. Canadian players outside of Ontario are also placing bets at international brands, such as FanDuel, BetRivers and Jackpot City Casino. This should undoubtedly send a clear message to other provincial governments across the country. Below, we'll take a look at all Canadian provinces to see who is under provincial monopoly, internationally regulated, and unregulated at the moment.
Failing to regulate and legalize online gambling beyond the provincial lottery option doesn't stop Canadian players from betting illegally. It also means that other provinces are not receiving any benefits from the activity and players receive zero protection when gambling with illegal operators. Ontario has also discredited the theory that legalizing private operators will hurt provincial gambling outfits that are returning 100% of profits back to their residents.
Ontario has proved that a government-operated gambling site can flourish in a regulated online gambling environment. This means that privately operated online casinos and the government-operated sites can coexist and grow in a shared iGaming space. The bottom line is that British Columbia, Quebec, and the Maritime provinces can easily be making three times more revenue per capita as shown by Ontario's revenue figures since opening the market in April 2022.
Ads and Companies Impacted by the Ban
According to a Canadian senator, the wide range of advertisements encouraging players to gamble and wager on sporting events at the best online casinos in Ontario is annoying and extremely dangerous. Since 2021, sports betting has been legal in Canada. However, until 24 February 2024, there weren't any advertising rules. Marty Deacon, who represents Ontario's Waterloo region, has coached several athletes and has been associated with Team Canada at the Olympics, Commonwealth Games, and Pan Am since 1994.
Deacon argues that sports betting advertisements, usually featuring celebrities and athletes, have become incredibly attractive, addictive, and sensational, appeal to young and vulnerable people across the country. With Ontario's new ban on ads, there are multiple advertisements and companies that have been impacted by the restriction. Below, we'll take a closer look at some of the biggest sports stars and brands that have been affected by the new rules that came into effect on 24 February 2024.
Wayne Gretzky and BetMGM
Wayne Gretzky signed a multi-year deal with BetMGM to become the brand ambassador for the digital gaming and sports betting outfit. He was bought onboard to help strenghten BetMGM's online sportsbook marketing in North America. The latest BetMGM advertisment sees Connor McDavid going through shooting practice and being constantly interrupted by hockey legend Gretzky who is screaming at his phone for his team to score so he can win his bet on the BetMGM app.
David Hasselhoff and Wheelz
Since 2021, David Hasselhoff has been part of Wheelz Casino. In the latest collaboration, Hasselhoff can be seen driving through Las Vegas along with this beloved dog, signing the memorable single Wheels Spinning, while DJ Wheelz is spinning the turntables in a charismatic music video. Slot machine reels and roulette wheels are spinning throughout the advertisement as the Hoff shares his passion for the game during his relaxing drive through the glamorous and glitzy streets of Las Vegas.
Auston Matthews and Bet99
Auston Matthews is the first active player from the NHL to sign a partnership deal with Bet99. In the first advertisement since the partnership deal, Auston Matthews can be seen taping his hockey stick while explaining that he grew up in the desert before making his mark in the National Hockey League. He urges the audience to defy the odds, make your own path, and bet on yourself where every game start at the online sportsbook. You can also see him wear a jersey advertising Bet99 throughout the 30 second video.
Mats Sundin and LeoVegas
Mats Sundin, the ice hockey legend from Sweden, has been LeoVegas Casino's brand ambassador since 2019. In the latest LeoVegas YouTube video, Mats Sundin can be seen inviting players to play ice hockey with him. Registered players at LeoVegas Casino will get the opportunity to claim a two-night stay in Toronto where they can hit the ice with the ice hockey legend. There is also the chance to have lunch with Mats Sundin and other ice hockey alumni along with an invitation to an exclusive event held at a real sports bar.
Kevin Hart and DraftKings
DraftKings unveiled its latest advertisement, just in time for the start of the NFL season, featuring comedian Kevin Hart and former NFL legend Ryan Fitzpatrick. During the ad, Kevin Hart can be seen at the bar praising the DraftKings mobile app for spoiling him with big payouts. He asks Ryan Fitzpatrick to break it down for the audience where we see Fitzpatrick on the field explaining how to place a bet and instantly receive the bonus funds in your account, like magic. He then transforms into a pimp and calls in Fitzmagic. But Kevin returns with a comment calling it too much magic.
Canada Online Casinos Not Affected by the Ban
There are of course plenty of Canadian online casinos that won't be affected by the banning of celebrity and athlete endorsements and we've compiled a list of the best ones below.
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Jackpot City Casino - Most Popular in Canada
This Canadian online casino has been operating since 1998 and has built a solid reputation. It offers a great selection of games that are eCOGRA certified. Newly players can claim $1,600 in bonuses across their first 4 deposits. Take a look at our review of Jackpot City Casino Canada to find out more!
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Yukon Gold - Biggest Jackpot Winners
As part of the Casino Rewards Group, Canadian players can unlock loads of additional perks and benefits through the rewarding multi-tiered loaylty program. Start your experience with 150 chances to become an instant millionaire by making a real money deposit of $10.00. Register with Yukon Gold Casino to play for some of the biggest jackpots in 2025.
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Betway - Best Fair Gaming Practices
Founded in 2006, Betway offers an online casino and sportsbook. When you create an account you can get up to $1,000 in the online casino or a 100% match up to $200 for online sports betting. When you play at Betway Casino, you'll have access to some of the best casino games from Evolution Gaming, NetEnt, and Microgaming.
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PlayOJO - Most Slot Game Variety
Those looking for the largest selection of casino games in Canada won't be disappointed at this gaming establishment, offering more than 2,000 games on desktop and mobile devices. When you register a new account, you will receive 50 free spins as a welcome bonus with no wagering requirements in sight. Take a look at our PlayOJO Casino review for more information.
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Golden Tiger - Best Payout Odds
Golden Tiger has some of the best payout odds when it comes to slots and table games. This online casino uses Games Global and Pragmatic Play software and as part of the Casino Rewards Group you get the Highest Win Rate Guarantee. New players get a $1,500 welcome package. To find out more read our Golden Tiger Casino Canada review.
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