The Alcohol and Gaming Commission of Ontario (AGCO) has proposed a ban on the use of athletes as part of a significant reform of online gambling advertising standards.

Under the suggested new rules, operators and suppliers in the Canadian province would be required to cease any activities that use athletes – active or retired – in gaming marketing and advertising.

This ban would be extended to the use of celebrities or entertainers, including cartoon figures and social media influencers, who are ‘reasonably expected’ to appeal to minors.

Currently, the directive is that only those who ‘primarily appeal’ to minors should be prohibited, so this would raise the standard and aid the AGCO’s goal of further minimizing potential harm to youth and children.

The AGCO is now ‘engaging with a broad range of stakeholders’ to hear their perspectives and are accepting comments until May. 8.

In order to provide affected operators and suppliers with sufficient time to comply with the proposed new and amended standard, the AGCO is proposing to have it take effect three months following the publication of the final standard on its website.