It is important for everyone to learn and understand the risks involved when gambling in the online space and how to minimize those risks when playing online. Legal online gambling launched in Ontario in April this year, along with the legalization of single-event sports betting, which has led to a massive increase in gambling-related marketing in the province.
To help ensure that potential customers know what they are getting into and how to play safely, the Responsible Gambling Council (RGC) has partnered up with the marketing and research association thinktv to create a powerful responsible gambling campaign which will air across Ontario over the coming weeks and months.
The PSA will be launched via television and radio and will inform players of the potential dangers associated with gambling, as well as lead them to KnowTheRisks.ca, a website designed to educate the public about all the risks and best responsible gaming strategies.
Responsible Gambling PSA Coming to Ontario
The broadcast community plays an important role in shaping the gambling advertising landscape, and we are proud to be leading the charge in a responsible way to meet the needs of the industry and the public. The vast majority of gambling marketing portrays sports betting and online casino gaming in Ontario as a fun and relaxing activity that anyone would enjoy.
Marketers often forget to mention in their messages that online gambling comes with genuine risks and that problem gambling is a serious issue for thousands of people worldwide.
“With the rise of online gambling and sports betting advertising in Ontario — and across Canada — we recognized there was a need to help the public understand the sensationalized ads we’re seeing on TV don’t necessarily reflect reality,” said Shelley White, CEO, RGC.
“It is important for everyone to learn and understand the risks involved when gambling in the online space and how to minimize those risks when playing online. This campaign is more important than ever as new operators continue to enter the market. We are proud to collaborate with thinktv and Canada’s broadcasters to deliver critical responsible gambling messages to the public so that people can make informed decisions if they gamble.”
The marketing campaign RGC and thinktv are launching will inform the public of these dangers in an engaging fashion through a series of ads designed with new and inexperienced gamblers in mind.
The campaign was developed by Zulu Alpha Kilo and mimics many of the gambling ads commonly seen in the Ontario media these days but ensures that players realize all the unpleasant side effects that can come with excessive online gambling.
“We are delighted to work with RGC to support ongoing player protection initiatives with our member broadcast networks. There is an opportunity for us all to work together to ensure Ontarians receive a balanced message for online gambling and sports betting,” said Alan Dark, Chairman at thinktv.
“The broadcast community plays an important role in shaping the gambling advertising landscape, and we are proud to be leading the charge in a responsible way to meet the needs of the industry and the public.”
KnowTheRisks.ca — Your Responsible Gambling Guide
The ads that will air via radio and TV in the coming weeks will all include a message for viewers to visit KnowTheRisks.ca, an RGC-powered responsible gambling website with many resources for the players.
The website lists all the potential risk factors, such as substance abuse, excessive gambling, or spending too much money on online gaming activities, along with several strategies players can use to ensure they are responsibly approaching iGaming.