AGCO
AGCO Proposes Restrictions for Athlete and Celebrity Appearances in Internet Gambling Ads
The Alcohol and Gaming Commission of Ontario (AGCO) is proposing changes to its internet gambling advertising standards, restricting the participation of athletes and celebrities advertising online casinos and sports betting.
With the Canadian market passing its first year of legalized online gambling, the AGCO is re-evaluating its advertising standards with the goal of “further minimising potential harm to youth and children”.
The ACGO has cited the use of athletes and celebrities in advertising and marketing as strongly appealing to those under the legal gaming age as a cause for the proposed decision.
As concerns of potential harm to the most vulnerable remain high, the regulator is proposing “to prohibit the use of athletes as well as celebrities that can reasonably be expected to appeal to children and youth from internet gambling advertising and marketing in Ontario”.
Before introducing any changes to the standards, the AGCO is engaging with stakeholders to collect perspectives on the matter, which can be submitted until May 8.
AGCO noted that the proposed amended standard will:
- 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. This proposed amendment differs from the current standard, which is applicable to persons that “primarily appeal” to minors. Advertising remains a permitted activity, provided other Standards are met.
Should the proposed standards be enforced, operators will have three months from the standard’s publication date on the AGCO’s website in order to comply with the new rules.
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AGCO
AGCO Takes Enforcement Action Against Two Companies for Allowing Their Games on Unregulated Gaming Websites
The Alcohol and Gaming Commission of Ontario (AGCO) has served Relax Gaming Limited and Arrise Solutions Limited with Orders of Monetary Penalties of $40,000 each. The penalties follow an AGCO investigation that found games created by these companies were available on unregulated gambling websites accessible to Ontario players. Operators of gaming websites that are accessible within Ontario must be registered with the AGCO.
Ontario’s regulated iGaming market is built on clear, enforceable standards that require operators to include strong consumer protections, such as game integrity and responsible gaming safeguards. Unregulated gaming sites do not guarantee player protections or information security and increase the potential risk of harm to players and criminal activity, such as money-laundering and match-fixing. That is why the AGCO actively works to combat unlawful gaming in Ontario.
Relax Gaming and Arrise Solutions are both registered by the AGCO to create and supply slot and casino-style games for play on Ontario’s regulated gaming sites. The AGCO prohibits companies operating in the regulated iGaming market from offering their products to unregulated gaming websites available to Ontario players. Supplying games to such sites helps to sustain unregulated gaming operations.
The AGCO aims to disrupt unregulated gaming and its supply chains to safeguard Ontarians and maintain gaming integrity in the province. The agency monitors the market for regulated entities supplying the unregulated sector.
Following notification from AGCO investigators, both companies cooperated fully with the investigation and took prompt action to restrict access to their games by Ontario players on unregulated sites.
“Ontario’s regulated iGaming market is built on clear rules designed to protect players and hold companies accountable. Unregulated gaming sites operate outside that framework, meaning players have no assurance of fair games, timely withdrawals, or access to meaningful dispute resolution. When regulated games appear on unregulated sites, it risks enabling a market that exposes players to real harm,” said Dr. Karin Schnarr, Chief Executive Officer and Registrar of AGCO.
The post AGCO Takes Enforcement Action Against Two Companies for Allowing Their Games on Unregulated Gaming Websites appeared first on Americas iGaming & Sports Betting News.
AGCO
Endorphina secures AGCO supplier registration in Ontario
Endorphina Limited has obtained a Gaming-Related Supplier registration in Ontario, Canada, allowing the company to supply its online slot content to licensed operators in the province.
The registration was issued by the Alcohol and Gaming Commission of Ontario (AGCO). Ontario is one of North America’s most closely regulated online gambling markets.
“Securing approval in Ontario is a significant achievement for Endorphina. It confirms the quality of our products, the strength of our compliance framework, and our readiness to operate in highly regulated environments,” said Head of Compliance at Endorphina, Džangar Jesenov.
Endorphina said it has a portfolio of 200+ slots, partnerships with 6,000+ operators, and an active presence in more than 50 jurisdictions. The company positions the Ontario approval as part of its broader expansion strategy in regulated markets.
The post Endorphina secures AGCO supplier registration in Ontario appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
AGCO
Amusnet Marks Strategic Entry into North America with Ontario Licence
Amusnet is entering the North American market after securing a Gaming-Related Supplier–Manufacturer Registration from the AGCO in Ontario, Canada, marking a strategic milestone in the group’s global expansion.
Licensing grants Amusnet access to Ontario’s regulated iGaming market, which is one of the most established and fast-growing jurisdictions in North America, known for its robust regulatory framework and strong long-term growth potential.
It will allow the supplier to offer online gaming content to licensed operators in the province, officially establishing its presence in the region. Amusnet will initially roll out its iGaming portfolio, with the option to expand into Land-based solutions at a later stage.
Ontario’s regulatory framework emphasises strict compliance, ensuring that all suppliers adhere to high standards in technology, security and player protection. This makes Ontario a key benchmark market for companies entering North America. The new registration further confirms that Amusnet has successfully met these rigorous requirements for integrity and regulatory compliance, enabling it to distribute its content across the province.
“Securing the AGCO licence is an important milestone for Amusnet and reflects our long-term commitment to operating in fully regulated markets. Our entry into Ontario represents a key strategic step into North America, which is a high-priority region with strong long-term growth potential. We look forward to partnering with local operators and building a sustainable presence in the market,” said Ivo Georgiev, CEO of Amusnet.
The post Amusnet Marks Strategic Entry into North America with Ontario Licence appeared first on Americas iGaming & Sports Betting News.
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