Athletes and some celebrities will no longer be allowed to appear in commercials promoting online gambling in Ontario.

The new rules, proposed by the Alcohol and Gaming Commission of Ontario (AGCO), will take effect at the end of February 2024.

The ACGO argues that banning the use of athletes and celebrity endorsements "will help protect children and youth who may be particularly susceptible to such advertising content."

Tom Mungham, the CEO and Registrar of AGCO, stated previously to CTV News Toronto that the amount of gambling-related advertisements has increased since the province legalized online single-game sports betting just over a year ago.

In May, the Centre for Addiction and Mental Health, along with other organizations, expressed support for an early proposal to limit the involvement of athletes and celebrities in gambling advertisements because "children and youth, as well as those already experiencing gambling issues, are particularly vulnerable to these effects."

Mungham stated, "Children and youth are heavily influenced by the athletes and celebrities they look up to. Therefore, we are working to increase measures to protect Ontario's youth by not allowing these influential figures to promote online betting in Ontario."

As of February 28, no athletes—active or retired—may be used in advertising and marketing for online games in Ontario, except to promote responsible gambling practices.

In the same regard, ACGO stated that the same rules apply to the use of celebrities, role models, social media influencers, artists, cartoon characters, and icons that "are likely to appeal to minors."

Mungham clarified that the changes do not affect regulations regarding the size, location, or style of advertisements.

The AGCO proposal comes after significant criticism from advocates, experts, and parents regarding the notable rise in online gambling advertisements, especially during live sporting events. For instance, during the 2023 playoff series game between the Toronto Maple Leafs and the Florida Panthers, nearly eight and a half minutes of advertisements were dedicated to online sports gambling.