Using Influencers in iGaming Adverts: The Balance Between Growth and Overreach
By Shlok Ahuja
In a move to address concerns regarding the impact of gambling advertisements on younger audiences, Canadian authorities are considering measures to regulate the promotion of sports betting. Recent discussions have highlighted the need to reduce the influence of these ads on the impressionable minds of children and adolescents.
The Alcohol and Gaming Commission of Ontario (ACGO) has taken a proactive stance on the matter, emphasizing the importance of responsible advertising within the iGaming industry. Recognizing the potential risks associated with excessive exposure to gambling- related content, the ACGO has voiced its support for measures aimed at safeguarding the well-being of young Canadians.
The proposed regulations aim to mitigate the proliferation of sports betting advertisements, particularly those featuring celebrities and public figures. Similar restrictions have been implemented for products such as tobacco and marijuana, which are exclusively marketed to audiences aged 19 and above. Advocates argue that adopting a similar approach for gambling ads would help shield minors from undue influence and protect them from developing problematic behaviors.
While acknowledging the economic significance of the iGaming sector, policymakers emphasize the need to strike a balance between industry growth and social responsibility. By promoting responsible gambling practices and limiting the exposure of vulnerable demographics to potentially harmful content, regulatory authorities seek to foster a safer and more sustainable gambling environment.
The proposed measures have sparked debates within the iGaming industry, with stakeholders expressing varied opinions regarding their potential impact. While some view the regulations as necessary steps towards addressing public health concerns, others raise concerns about the potential implications for advertising revenue and market competitiveness.
Critics argue that overly restrictive regulations could hinder the growth of the sports betting industry and limit consumer choice. They advocate for a nuanced approach that balances the interests of stakeholders while prioritizing the protection of vulnerable populations.
Amidst ongoing discussions, the ACGO remains committed to fostering dialogue and collaboration among industry players, regulatory bodies, and advocacy groups.
As Canada navigates the complexities of regulating sports betting advertisements, stakeholders across the iGaming landscape are encouraged to prioritize the well-being of youth while supporting a thriving and responsible gambling industry.