Ever since the legalization of sports betting in the United States, bookmakers have been leveraging every tool in their advertising arsenal to capture a share of this lucrative market. One tactic that has emerged as particularly effective is using celebrities in advertisements. From former athletes and coaches to movie stars and musicians, bookmakers turn to well-known personalities to promote their brands.
Celebrities bring instant recognition and credibility that can be difficult for brands to achieve on their own. They connect emotionally with consumers who look up to them as role models or simply admire their work. When these famous faces endorse a product or service, it can significantly impact consumer behavior. Using celebrities allows bookmakers to reach new audiences who may not have considered sports betting before.
However, there are risks associated with using celebrities in advertising campaigns. For example, it can make gambling seem too friendly and can expose minors to gambling-related content. For this reason, in several territories, lawmakers are getting strict with the regulations of bookmakers’ advertising.
Ontario changes the rules of advertising for bookmakers.
The gambling industry in Ontario is already tough enough on operators regarding how much advertising they can do; now, things are getting more complicated with a change in the rules.
The Alcohol and Gaming Commission of Ontario (AGCO) proposed a change to its advertising standards; this change seeks to prohibit the use of celebrities and athletes in advertising campaigns. The goal is to minimize the damage that gambling can cause to minors and people with gambling problems.
The proposal changes read as follows:
“Create an obligation for operators and suppliers to cease any advertising and marketing activities that use athletes, whether active or retired, in gaming marketing and advertising.”
“Prohibit the use of cartoon figures, symbols, role models, social media influencers, celebrities or entertainers who are reasonably expected to appeal to minors.”
Since its inception, the Ontario gambling market has been super strict with operators. For example, during the first month of operations, AGCO found multiple operators for offering promotions on social networks, television, and outdoor advertisements.
The operators allege that these very strict rules have contributed to the slow market and that Ontario has taken more time to get up to speed in terms of bets handled compared to other states.
On its website, the AGCO has said that it will give operators time to adjust to the new standard: 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 the AGCO website. Currently, the operators and any other actor who wants to comment on the proposal have time until May 4.
Bookies should be aware of local laws.
Independent bookies who wish to operate in certain areas must ensure they are aware of the local laws and regulations. This is because different states, countries, or cities may have varying rules governing gambling activities. Failing to comply with these laws can lead to serious problems, including legal action or even closure of operations.
It is vital for independent bookmakers to do their research before entering any new market. They should be aware of licensing requirements, taxes, fees, and penalties that could apply in their area of operation. In addition, they must also take care not to engage in any illegal activity, such as money laundering or fraud which could put them on the wrong side of the law.
In conclusion, independent bookies must understand the legal landscape before starting a business venture. They should seek legal advice if necessary and take all the required precautions when conducting their operations.
