(Toronto, February 28, 2024) – As new rules surrounding online gambling advertisements with
athletes come into effect today, the Canadian Mental Health Association (CMHA), Ontario is
commending the decision to ban celebrities and athletes from advertising online gambling and
urging further action on this important issue.
The new restrictions restrict celebrity endorsements and prohibit registered Ontario iGaming
operators from using athletes in iGaming marketing and advertising. The Alcohol and Gaming
Commission of Ontario (AGCO) announced the decision last year following consultations with a
broad range of stakeholders including CMHA Ontario.
“With the gamification of online gambling, youth are especially at risk of gambling-related
harms,” said Camille Quenneville, CMHA Ontario. “These restrictions are a crucial first step in
the regulatory action needed to reverse the alarming trends in online gambling among youth in
Ontario.”
A number of CMHA branches offer problem gambling supports and have expressed concerns
that the continued access to iGaming is a significant risk to those who are vulnerable. Research
supports this concern, with evidence pointing to greater exposure to continuous-play format
gambling, including internet gambling, as linked to increases in problem gambling.
The new restrictions do not include the use of athletes in ads promoting responsible gambling
practices, nor do they prohibit operators from sponsoring segments in broadcast programming.
”We encourage a public health approach to regulating iGaming,” said Quenneville. “This
includes implementing further restrictions on advertising and marketing until all advertising for
iGaming is completely prohibited.”
Fast Facts:
• In its first year, the regulated iGaming market in Ontario generated total gaming
revenues of $1.4 billion.
• Surveys show that students self-reporting betting money on online gambling increased
from four per cent in 2019 to 15 per cent in 2021.
• Gambling is strongly associated with increased tobacco use, alcohol consumption and
use of other substances.
About Canadian Mental Health Association, Ontario
Canadian Mental Health Association (CMHA), Ontario is a not-for-profit, charitable organization
funded by the provincial government. We work to improve the lives of all Ontarians through
leadership, collaboration and continual pursuit of excellence in community-based mental health
and addictions services. Our vision is a society that embraces and invests in the mental health
of all people. We are a trusted advisor to government, contributing to health systems
development through policy formulation and recommendations that promote positive mental
health.
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For more information, contact:
Elham Bidgoli
Communications Director
Canadian Mental Health Association, Ontario
E: ebidgoli@ontario.cmha.c