Find out “Canadians Fed Up with the Flood of Gambling Ads” Many Canadians agree that legalizing single-game betting in 2021 was a step in the right direction. According to a study by Ipsos.com, 47% of adults in Ontario have tried iGaming since the province legalized the industry last year.
That being said, not everyone likes the influx of gambling ads appearing on almost every TV network in the country. Are the ads even legal? Should the government ban these ads?
Advertising Laws in Ontario
Ontario is now home to more than 20 online casinos and sportsbooks. These companies are all competing for the same market. To stand out, they’ve been trying every trick in the advertisement handbook.
Some casinos buy ads during prime news time on TV. Others are flooding their adverts on Google. But perhaps the most preferred marketing channel for emerging iGaming sites is celebrity advertising.
Every Canadian celebrity seems to have an advertisement deal with a local gambling site, from Susie Essman to Gerry Dee. According to this detailed analysis of gambling advertising landscape in Ontario, there’s one reason why betting sites are advertising on TV so much.
The explanation is that Ontario prohibits gambling sites from talking about their bonuses and freebies outside of their websites. Casinos can’t advertise their generous bonuses on TV. But they can talk about everything else.
Why Canadians are Unhappy About Gambling Ads
Although many Canadians are open to betting online, they oppose the tactics sportsbooks use to promote their brands. Here’s why.
The Adverts are Too Much
It’s one thing to see a sports betting advert on a billboard on your way to work. It’s a different thing altogether when nearly every advert you see is about betting. Most of the promotions are not even interesting, making them annoying.
Ipsos recently did a study asking Canadians about what they believe should be done about the gambling problem in the country. Nearly 50% of the interviewees said the adverts should be reduced.
As the saying goes, too much of anything is poisonous. As such, betting companies may want to tone down on the advertising before regulators do it for them. Besides, over-promoting their brands may cause resentment from people who think iGaming is being forced on them.
Celebrity Advertising
Celebrity advertising works and that’s great for the casinos working with public figures in Canada. The only problem is that celebrities tend to have the biggest impact on young fans.
This is potentially problematic, of course. Underage Canadians may feel tempted to join betting sites because they saw Drake or Justin Bieber saying it’s cool. In Canada, alcoholic companies are not allowed to promote their brands with the help of celebrities. Critics believe the betting industry needs similar laws.
If public figures can’t endorse beer brands to protect children, they shouldn’t promote sportsbooks or casinos. In all fairness, betting is illegal for minors. As such, they should also be protected from premature exposure to the industry by too much advertising.
Generic, Low-Quality Ads
Another reason Canadians are unhappy with gambling adverts is that they lack personalization and originality. Betting sites have been using generic marketing techniques to reach out maximize their reach.
Unfortunately, boring adverts are nothing more than a nuisance. This is especially true when the adverts appear too much on TV and online. People have little patience for adverts in general. They abhor terrible adverts even more.
Should AGCO Tighten Gambling Advertising Rules?
If iGaming companies continue to flood their adverts on local media networks, the Alcohol and Gaming Commission of Ontario (AGCO) will be forced to do something about it.
So far, the organization prohibits direct advertising of gambling to minors. It’s also against the use of false advertising or language that encourages Canadians to bet too much.
Casinos and betting sites seem to have found a way around these rules. AGCO could tighten its rules by introducing the following measures:
Prohibit Celebrity Endorsements
Celebrities have a tremendous influence on children. This is why the Canadian Television and Radio Commission (CTRC) banned alcoholic companies from featuring famous people in their adverts.
Many of these famous people have millions of underage followers on social media. And young fans like to mimic their favourite stars. What’s more, they love to support courses celebrities endorse.
Against that backdrop, AGCO could make a similar ban. The UK already does it –iGaming companies can’t work with famous celebrities or athletes. So, why not Canada? Most celebrities don’t need the advertisement money anyway.
Control When Gambling Ads Can be Aired
In many countries, there are rules for when certain adverts can be aired on air. The iGaming industry needs such laws. AGCO could ban daytime advertising on TV.
Or, it could limit betting advertisements to late-night hours, preferably when young viewers are asleep. Such rules seem to work for alcohol and other adult-oriented adverts.
Another way AGCO could control advertising is by preventing companies from running ads during primetime news or when sports games are on.
Extreme Advertisement Measures
Although this isn’t the best course of action, AGCO could create extreme measures aimed at reducing iGaming advertising. The tobacco industry seems to be doing fine even though it’s not allowed to run ads on TV.
The gambling regulator in Ontario might opt against shutting down advertising doors for betting companies in the province. However, it could make advertising legally more challenging.
For example, it could restrict social media, Google and TV adverts. This way, sports betting companies have to promote their brands organically—limiting their reach.
That being said, introducing excessive restrictions could hurt the iGaming industry. It’s a new sector that needs support. As a result, the best way forward is for AGCO to create rules that discourage excessive marketing.
Conclusion
Legalizing single-game betting was a huge boon for gambling lovers in Canada. They can now find a safe and reliable sportsbook or casino in places like Ontario. Unfortunately, these new gambling sites are advertising too much. And they’re annoying the same people they’re supposed to serve.
Some people are calling for AGCO to tighten its advertisement rules to protect vulnerable Canadians. But only time will tell what measures the organization will take.
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