From February 24 2023, iGaming business and casino companies based in Ontario cannot advertise using athletes or celebrities after a decision from the Alcohol and Gaming Commission of Ontario (AGCO).
The move comes after concerns in the region about the impact that the advocacy of influential stars has on young people with respect to gambling. Figures such as ice hockey legend Wayne Gretzky and current NHL players Connor McDavid and Auston Matthews have all been included in promotional campaigns since Ontario began accepting independent online gambling sites last year.
Tom Mungham, the AGCO's registrar and CEO, said in a statement:
Children and youth are heavily influenced by the athletes and celebrities they look up to. We're therefore increasing measures to protect Ontario's youth by disallowing the use of these influential figures to promote online betting in Ontario.