The rapid development of the online gambling industry has caused some legislators to rush to put out legislation to control operators in their jurisdictions.
With Canada's decision to permit online gambling to licensed operators, the country has become one of the more competitive gambling markets in North America, but there are fears that regulators have moved too quickly and that potential issues may still arise.
Industry revenue in Canada is expected to exceed USD$4 billion in 2024.
Consumers are now in a position to shop around for the casinos with the best payout rates, with some offering Return to Player (RTP) percentages that exceed the average.
Finding online casinos with a variety of games and fast withdrawals is key to customer satisfaction and retention levels. This comes after a study released by the Canadian Gaming Association for stakeholders and regulators, suggesting that Canada’s gambling regulations are advancing faster than the supporting evidence behind them. The study was conducted by GP Consulting, which used a team based in the U.S., with 41 studies being reviewed along with other academic literature that is relevant to advertising in the gambling sector.
Concerns over online gambling advertising campaigns have been mounting, with the most common issue being the content of adverts and how frequently they were aired. A restriction on celebrities and athletes advertising gambling sites has already gone into effect in Ontario in Feb. 2024, as part of new rules proposed by the Alcohol and Gaming Commission of Ontario (AGCO)..
The authors of the Canadian Gaming Association report explored gambling advertisements in other countries to identify themes that are essential to creating safe and successful advertising in the industry. The first point covered was that adverts should be in good taste with a focus on responsible gambling. They should never offer false promises or make misleading claims that could be taken the wrong way.
Operators should avoid creating advertising campaigns that appeal to young or vulnerable consumers, and this should also impact advertising slots on TV and radio.
It is advised that the rest of Canada should follow Ontario's lead by prohibiting the use of sports stars and celebrities from promoting gambling, while other promotions should only be targeted to consumers who opt into marketing promotions.
Any targeted campaign should avoid using phrases that indicate bets are risk-free, and deals should not advertise free bets if consumers have to deposit money to access them.
Finally, they suggest that operators should be held accountable for any affiliate marketing campaigns. These suggestions are based on research conducted in other successful gambling locations, including the U.S., the UK and Denmark.
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