Expect gambling ads to get more 'creative' amid Ontario's stricter rules

Companies offering online gambling to Ontarians will soon have to try new some approaches to advertising, as a provincial regulator moves to bar athletes and other celebrities from promoting their services.

The amended rules from the Alcohol and Gaming Commission of Ontario (AGCO) also prohibit from ads any entertainers, social-media influencers, role models and cartoon characters who would "likely be expected" to appeal to underage Ontarians.

What will that look like in a province that has been bombarded with gambling-related advertising — which has helped drive tens of billions of dollars in wagers since online betting was broadly legalized in 2022?

The new rules "will likely push operators to be more creative," said Steven Salz, the CEO and co-founder of Rivalry, an esports-focused betting company, in an emailed statement.

The industry, he noted, has "historically relied heavily on celebrity and athlete endorsements."

The restrictions will apply across all platforms, meaning the familiar faces that have helped with the hype — such as Wayne Gretzky, Auston Matthews and Connor McDavid — will presumably vanish from these promotional blasts.

Advertising experts predict the companies will employ a mix of technology and other proven marketing strategies to make sure people still know where to gamble.

William Woodhams, chief executive of the British bookmaker Fitzdares, has already seen a version of this movie. His company had to change lanes after a similar ban on athletes' participation in U.K. gambling advertising was announced there last year.

"We shot a video with Fulham [F.C.] players the day before the ban!" Woodhams told CBC News via email. He says Fitzdares replaced them with former players and pundits.

Fitzdares