Rebecca Reid
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Rebecca Reid
About the Author
Rebecca Reid is a journalist with over five years of experience in producing content about sports and finance. For the past year, she has been a part of the My Bet Info team, producing educational guides and news to help readers make informed betting decisions. She also closely follows the regulation process of sports betting and its potential implications for the community.
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Justin Fisher
About the Author
Journalist with eight years of experience, Justin spent the last three years demystifying the Canadian betting market. By interviewing experts in the field, Justin has gained the expertise to identify which bookmakers are reliable and which strategies work (or don't!) in sports betting.
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Advertising BETTING SITES: How Will It Work With Regulation?

Cover image for post Are There Any Rules For Betting House Advertising?
Are there rules for bookmaker advertising?
Betting House Advertising: How Will It Work With Regulation?

It is estimated that the investment in advertising by betting companies will exceed $3 billion by 2023. This staggering amount showcases the immense growth and popularity of the industry. With such a significant financial commitment, it is evident that these companies are actively vying for attention and market share. This substantial investment is a testament to the competitive nature of the betting market and the potential for substantial returns. The advertising strategies employed by these companies will undoubtedly play a crucial role in attracting and engaging customers in the coming years.

The federal government, which signed the MP regulating sports betting in Canada at the end of July, provides the data.

These advertisements will be focused on both the physical realm (team jerseys, signs on the field) and the digital realm (television, social media, and websites). They aim to reach a wide audience and create brand awareness through various channels. Whether it's the sight of a prominently displayed logo on a player's jersey or a strategically placed banner during a televised game, these advertisements make an impact. In the digital sphere, they leverage the power of social media platforms and websites to engage with fans and potential customers. With a multi-faceted approach, these ads ensure maximum visibility and exposure for the brands they represent.

What does the law say about sports betting advertising? What are the restrictions on these advertisements and what should change with the market regulation?

This is what we discuss in this guide.

Currently, 19 out of the 20 football teams competing in the Canadian Premier League(Series A) have sponsorship deals with sports betting companies. The majority of these teams have forged partnerships with prominent bookmakers, showcasing the growing influence of the gambling industry in Canadian football. As the popularity of sports betting continues to surge, these partnerships offer financial support and resources to the clubs, enabling them to bolster their squads and invest in state-of-the-art training facilities. This trend has sparked debate among fans and experts alike, with some embracing the additional funding and others expressing concerns about the potential consequences of increased gambling involvement in the sport. Regardless, the prevalence of sports betting sponsorships in Canadian football is undeniably noticeable and likely to shape the future landscape of the game.

In recent years, it has become common to come across brand endorsements featuring the bet name on players' jerseys, on the stadium signage, and across various social media platforms. The presence of this association has grown significantly, impacting the world of sports marketing and captivating audiences alike. The sight of the bet logo adorning athletes' outfits and prominently displayed across the field has become a widespread phenomenon, demonstrating the ever-expanding reach and influence of the brand.

Sponsorship of bookmakers for Cruzeiro and Atlético
In the image we see the Beta (sponsor of Atlético-MG) andBetfair (do Cruzeiro)

This surge in advertising raises a valid question among fans: are sports betting companies allowed to run ads? It's natural for supporters to have concerns about the promotion of gambling during sporting events. However, it's important to note that the regulations surrounding this vary from country to country. Some nations have strict laws that restrict or prohibit sports betting advertisements, while others have more lenient policies in place. To obtain a clear understanding of the rules governing betting advertisements, it is advisable to consult the legislation specific to your region.

Yes! This was already possible even before gambling was regulated, as companies operated in Canada but were based overseas.

Now, with the MP approved by President Justin Trudeau, we will have even more details regarding the dissemination of advertisements and what will not be allowed. This new measure aims to increase transparency and accountability in the advertising industry, ensuring that consumers are well-informed and protected. The approved legislation will provide guidelines on the types of advertisements that can be aired, the time slots during which they can be broadcasted, and the content restrictions that must be adhered to. This significant step forward demonstrates the government's commitment to fostering a fair and ethical advertising environment, where companies are held accountable for their messaging and practices. By providing consumers with access to comprehensive information about advertising standards, we can empower them to make informed choices and protect their rights. Rest assured that this legislation will be rigorously enforced, with appropriate penalties for those who fail to comply. Together, we can build a stronger advertising industry that serves the best interests of both businesses and consumers alike.

New Features in the 2023 MP

The text signed by the president includes a specific section for advertising.

The Ministry of Finance's regulations stipulate in Article 33 that the communication, advertising, and marketing endeavors of fixed-odds betting lotteries should adhere to established guidelines, encouraging self-regulation.

We already know which entity will be in charge of overseeing the process: "the National Council for Advertising Self-Regulation (CONAR) will have the authority to impose further restrictions and guidelines on top of the Ministry of Finance's regulations, as well as issue specific recommendations for communication, advertising, and marketing initiatives of the fixed-odds betting lottery."

The above information was taken from paragraph 2 of article 33.

During the next four months, the approved text will undergo a comprehensive review by the National Congress. Throughout this timeframe, we will diligently monitor any developments concerning the dissemination of gambling advertisements, ensuring that our content remains up-to-date.

September 2023 Updates

Bea Brusque's report (PSDB-BA), submitted to the National Congress in September, proposes the implementation of comparable regulations, to a certain extent, to those governing cigarettes and alcoholic beverages in Canada.

The aim is to highlight the risks associated with sports betting and the potential for developing addictive behaviors. Additionally, companies should make efforts to prevent advertising from targeting underage individuals.

On Tuesday, José Francisco Manssur, currently serving as a special advisor at the Ministry of Finance and soon to take on the role of Secretary of Gambling and Prizes, attended a public hearing at the Chamber of Deputies.

During his participation, he mentioned that the Ministry of Finance is considering the potential of partnering with the National Council for Advertising Self-Regulation (CONAR) to establish guidelines that regulate betting advertisements on radio and television.

Is it Allowed to Advertise Gambling on Social Media?

Yes, but each social network may have its own specific requirements. Meta, the parent company of Facebook and Instagram, has two prerequisites for advertisers in the gambling and games of chance industry:

  1. Request permission in writing by filling out a company form.
  2. Provide evidence that the disclosed activities are licensed by a regulator or legalized in the region where you want to advertise.

Please remember that individuals under the age of 18 will not have access to the advertisements.

Once you have submitted the requested materials, Meta kindly asks for some time to review the advertisement and grant the approval for its release.

If the response is negative, the company can make the necessary adjustments and request approval again.

In the case of Google, the owner of YouTube, these advertisements are also allowed, as long as they are conducted responsibly. Google, as the proprietor of YouTube, permits these advertisements under the condition that they are executed in a responsible manner. These ads, when approached with a sense of responsibility, are also permitted by Google, who owns the popular video-sharing platform, YouTube. Provided they are handled responsibly, Google, the parent company of YouTube, allows for the inclusion of such advertisements. Google, the parent company of YouTube, allows for the inclusion of these ads, as long as they are done responsibly.

To do this, it is necessary to certify the company's ad manager.

A Practical Example of Lack of Oversight.

We have prepared an example that can assist you in comprehending the significance of this measure for more vulnerable populations.

In this era, all reputable bookmakers must provide their bettors with safety measures. These days, it is imperative for any reliable betting establishment to furnish its punters with a range of security features. Nowadays, it is expected that every trustworthy bookmaker will equip its bettors with a suite of safety tools. In the present day, it is essential for any dependable sportsbook to offer its gamblers various security measures. Nowadays, it is a prerequisite for any reputable betting house to provide its bettors with security tools.

One option available to players is self-exclusion, a measure that can be initiated when a player recognizes the need to distance themselves from these websites.

Throughout the self-exclusion period, which can last for up to 5 years, the betting company pledges not to dispatch any form of advertising to the registered contact channels. Rest assured that during this time, you will be exempt from receiving any promotional materials or marketing communication via the contact details specified in your account.

However, he believes that in an unregulated market, it is possible to come across advertisements that make promises such as:

  • Exorbitant financial gains;
  • Ensuring revenue generation through betting, which is not currently happening;
  • Success in personal life.

This form of advertising would already be detrimental to the general public, but it has an even greater impact on those who are vulnerable and may eventually come into contact with it. It not only harms the overall audience but also disproportionately affects individuals who are susceptible to its influence.

How does it work APRoad?

The importance of advertising regulation within the community is exemplified by the United Kingdom's sports betting market. It serves as a prime showcase of how crucial it is to implement effective regulations in this industry.

We're talking about one of the world's most famous gambling licenses! In order to obtain it, companies are prohibited from developing promotional materials that contain:

  1. The notion that sports betting can serve as a solution to pay off debts or address financial troubles.
  2. Any kind of mention or interest in attracting individuals under the age of 18 or other vulnerable groups.
  3. Associating sports betting with excessive financial gains or any other socially irresponsible behavior.

If you choose a reputable bookmaker, chances are you won't come across any intrusive or offensive advertisements in Canada. Trustworthy BETTING SITES prioritize providing a pleasant and respectful user experience. Rest assured that your online gambling activities will be free from any unwanted promotional content that might disrupt your enjoyment.

This is due to the fact that these companies are already operating in other regulated markets and need to abide by rules, such as the ones we mentioned above, in order to stay within the law.

Setting guidelines for gambling advertising is crucial in order to reduce the chances of unreliable operators taking over the market. Regardless, it is of utmost importance to establish directives that govern how BETTING SITES advertise their services. Doing so not only ensures a level playing field but also safeguards the integrity of the industry. By implementing clear regulations and enforcing strict standards, the industry can foster trust among consumers and promote responsible gambling practices.

As we have previously mentioned, sports betting was regulated in July 2023.

In order to establish themselves in Canada, the sports betting company interested must fulfill prerequisites such as: - Complying with the necessary legal requirements and regulations set forth by the Canadian government. - Demonstrating a commitment to promoting responsible gambling practices and ensuring the protection of vulnerable individuals. - Developing partnerships with local sports organizations and fostering a positive relationship with the Canadian sporting community. - Implementing robust security measures to safeguard user information and financial transactions. - Adapting their platform to cater to the unique needs and preferences of the Canadian market. - Conducting thorough research and analysis to understand the competitive landscape and identify opportunities for growth. - Investing in marketing and advertising strategies that resonate with the Canadian audience. - Providing a seamless and user-friendly betting experience, supported by a reliable customer support system. - Contributing to the development of sports in Canada through sponsorships and collaborations with local teams and events. - Continuously adapting and evolving their services to meet the changing demands and expectations of Canadian bettors.

  • Payment of $30 million for the acquisition of the license, which is expected to last for 5 years.
  • The need for having a headquarters in Canada;
  • To comply with tax regulations, a fee of 18% is required to be paid on the Gross Gaming Revenue.
  • Having a minimum social capital within the government's requirement, which has yet to be determined.

Based on the information we currently have, the primary repercussion for unregulated houses is directly linked to advertising.

Those who fail to comply with regulations will be prohibited from engaging in any form of advertising within Canada, both in physical spaces and on the internet.

Guidelines for Advertising Material from BETTING SITES

We currently lack precise guidelines regarding the production and dissemination of advertisements for BETTING SITES. It remains unclear how these ads should be created and broadcasted.

However, experts believe that certain fundamental rules are present in the text.

One of the primary concerns, without a doubt, pertains to the prohibition of sports betting for individuals under 18 years of age.

Rebecca Reid
Expert Quotation
Rebecca Reid
Sobre O Autor
Rebecca Reid is a journalist with over five years of experience in producing content about sports and finance. For the past year, she has been a part of the My Bet Info team, producing educational guides and news to help readers make informed betting decisions. She also closely follows the regulation process of sports betting and its potential implications for the community.

As an activity limited to an adult audience, it is assumed that companies should emphasize the age restriction in their advertisements, making it clear that they are not suitable for minors.

Furthermore, it is possible that there are guidelines regarding financial gains and enrichment, aligning which discourse should be avoided or even prohibited. Additionally, there may be specific directives pertaining to the assurance of earnings and wealth accumulation, outlining the discourse that should be steered clear of or potentially forbidden.

When we have updates on these guidelines, we will refresh the content with our input.

IBJR and Conar have formed a partnership.

In late June 2023, the Canadian Institute of Responsible Gambling (BIRG) and the National Council of Advertising Self-Regulation (NCAS) forged a partnership.

The primary objective of our collaboration is to collectively formulate guidelines pertaining to promotional materials for sports betting. Our aim is to work hand in hand to establish comprehensive principles that govern advertising campaigns in the realm of sports wagering. By joining forces, we aspire to create a cohesive set of regulations that ensure transparency and responsible promotion within the sports betting industry. Through this partnership, we strive to foster a climate of ethical advertising practices that prioritize consumer protection and fair play.

The aim is to combine the expertise of both entities to foster ethical advertising campaigns, prioritizing the bettor's safety, and adhering to the guidelines of an upcoming regulated market. Our objective is to unite the knowledge and resources of both parties, in order to create responsible promotional initiatives that prioritize the well-being of the bettor and align with the principles of a regulated market. The primary goal is to leverage the collective experience and skillsets of both groups, in order to develop and execute advertising campaigns that uphold ethical standards, prioritize the safety of the bettor, and align with the guidelines set forth for a regulated market in the future. With the intention of promoting responsible gambling and prioritizing bettors' safety, we aim to collaborate by combining the expertise of both groups to develop and implement ethical advertising campaigns that adhere to the regulations of a future regulated market. Our focus is to merge the knowledge and capabilities of both entities to create ethical advertising campaigns that prioritize the safety of the bettor and align with the guidelines of a regulated market in the future.

Currently, the IBJR consists of prominent iGaming companies, including Bet365, Betway, Betsson, LeoVegas, and Novibet. These industry giants have joined forces under the IBJR umbrella to revolutionize the world of online gaming. With their collective expertise and experience, they are setting new standards for innovation, customer satisfaction, and responsible gambling practices. Joining forces under the IBJR allows these companies to collaborate, share best practices, and drive the industry forward. Together, they are reshaping the landscape of iGaming and ensuring a safe and enjoyable experience for players worldwide.

On the other hand, the Conar is a non-governmental organization that oversees the ethics of commercial advertisements aired in our country, preventing the dissemination of deceptive, offensive, or any kind of disrespectful and abusive content. Its primary objective is to ensure that advertisements adhere to strict ethical guidelines, promoting transparency and fairness in the advertising industry. By actively monitoring and addressing consumer complaints, Conar plays a crucial role in maintaining the integrity and trustworthiness of advertising messages, safeguarding the interests of both consumers and advertisers alike.

This monitoring is conducted in accordance with the Canadian Code of Advertising Self-Regulation.

The collaboration between the two parties signifies a significant stride towards ensuring concerted efforts in combating deceptive advertising or misleading claims pertaining to the potential earnings derived from sports betting.

Without the oversight of reputable organizations like Conar, untrustworthy companies are able to have significantly more freedom to create harmful content for the betting community. This lack of monitoring by reliable authorities enables these unreliable entities to potentially disseminate detrimental material to unsuspecting gamblers.

We await eagerly for the practical implications of this partnership and will update this content as soon as they are disclosed.

We have compiled a list of sports BETTING SITES that maintain appropriate advertising for their audience.

In addition to a brief analysis of the credibility of the mentioned individuals, we also present an advertisement broadcasted on YouTube, which can also be used for television commercials or on other social media platforms.

Therefore, you can grasp the practical aspects of certain points we highlighted throughout our guide on sports betting advertising. This comprehensive resource will provide you with a clear understanding of the essential elements to consider when promoting betting platforms. Discover effective strategies and industry insights that will empower you to create impactful advertising campaigns. Gain valuable knowledge on targeting specific audiences, maximizing brand visibility, and complying with advertising regulations. Learn how to leverage digital platforms, social media, and other advertising channels to reach your desired customer base. Unlock the potential of your betting business by utilizing the best practices in promoting your brand and driving customer engagement.

1. Beta

Betano Sportsbook is one of the most reputable names in the national market, despite having established itself in the country just over two years ago. Its reliability and trustworthiness have quickly gained recognition among bettors, making it a preferred choice for those seeking a secure and enjoyable betting experience. With a wide range of sports and betting options available, Betano offers a comprehensive platform that caters to the diverse needs and preferences of its users. Whether you are a seasoned punter or new to the world of sports betting, Betano provides a user-friendly interface and intuitive navigation, ensuring a seamless and immersive gambling experience. The platform's commitment to transparency and fairness is evident through its strict adherence to responsible gambling practices, guaranteeing a safe and responsible environment for all users. With competitive odds and generous promotions, Betano strives to deliver maximum value to its customers, enhancing the excitement and potential rewards of every bet placed. Join the Betano community today and discover why it has become a trusted name in the national betting scene.

Swiftly, it gained significant traction in the advertising landscape of the nation. Presently, it stands as the main sponsor of Fluminense and Atlético Mineiro in the realm of football.

Beta Fluminense
Omidfielder Lima, from Fluminense, shows his shirt, which has the Betano as a highlight

We frequently observe the brand making appearances on the signs surrounding the field, which are exclusively dedicated to advertisers. Additionally, the brand enjoys a prominent presence on the billboards encircling the sports arena.

Another notable feature is the sponsorship deal for one of the nation's most renowned football tournaments, the Betano Cup of Canada. Additionally, we cannot overlook the naming rights associated with this highly esteemed football competition, the Copa Betano do Canada. Moreover, it is important to emphasize the significance of the sponsorship agreement pertaining to the Copa Betano do Canada, which stands as one of the most celebrated football events in the country. It is crucial to highlight the prestigious naming rights attributed to the Copa Betano do Canada, which contributes to its widespread recognition and popularity. Lastly, we must acknowledge the sponsorship deal established for the Copa Betano do Canada, a competition that holds a prominent position in Canadian football.

One of the notable perks of our establishment is our upgraded Welcome Bonus, which now stands at a generous 100% up to $500. This enhancement ensures that new customers can start their gaming journey with a substantial boost to their bankroll.

a. Bet365

We couldn't find a video advertisement from Bet365 in Canada, but we have selected a video that was broadcasted in the United Kingdom back in 2018. Unfortunately, there seems to be no record of a specific video commercial by Bet365 in Canada. However, we have managed to find a video that was originally aired in the United Kingdom back in the year 2018.

The advertising campaign adhered to the mandated guidelines set forth by the country's regulatory bodies, aiming to strengthen the perception of the betting company as one of the most established globally.

The reason for this is that in every snippet of the advertisement, individuals can be seen utilizing the Bet365 website in various corners of the globe, while the renowned British actor Ray Winstone serves as the narrator, enumerating the primary advantages of the platform, such as:

  • Over 100 sports disciplines;
  • Participation in the organization Gamble Aware, which promotes Responsible Gambling worldwide.
  • Cutting-edge technology providing safety and convenience for the player.

In Canada, one of the primary means through which Bet365 promotes its brand is by showcasing advertisements on football game billboards, in addition to paid advertisements on social media platforms.

3. Stake

In 2022, the renowned betting platform Stake garnered significant attention by forming a collaboration with Canadian rapper Drake. This partnership sent shockwaves throughout the industry, generating immense buzz and excitement among both music and gambling enthusiasts. The union between Stake and Drake exemplifies the brand's commitment to innovation and its desire to push the boundaries of traditional marketing strategies. By joining forces with one of the industry's most influential figures, Stake solidifies its position as a forward-thinking and dynamic platform that caters to a diverse audience. This groundbreaking partnership sets a new precedent for the convergence of entertainment and online betting, capturing the imagination of millions worldwide.

The artist, having become the brand ambassador, found himself in the midst of a widespread advertising campaign that spanned across multiple communication channels. Simultaneously, this promotional endeavor unfolded, captivating audiences through various means of communication.

It was a regular occurrence for him to engage in live streams, placing bets on renowned events such as the Super Bowl or UFC matches.

drake stake
Live broadcast of rapper Drake on Stake

In the above illustration, you can observe the screenshot capturing the artist's triumphant moment as he clinched a multi-million dollar prize by placing a wager on the online roulette wheel.

Notice how Stake has chosen to operate in unconventional spaces within the Canadian gambling advertising industry, such as football games.

This strategic decision will ultimately hinge upon the target audience that the brand aspires to captivate. It's a matter of choosing the right positioning that aligns with the desired customer base. The selection process necessitates careful consideration of the intended market and its preferences. Ultimately, the brand's success rests on accurately identifying and appealing to the specific demographic it aims to reach. The positioning chosen should resonate with the target audience, making them feel genuinely connected to the brand.

4. Bodog

The Bodog brand campaign, launched with the hashtag #PlayYourGame, aimed to emphasize the enjoyment in gambling. Its main purpose was to promote a sense of fun and excitement in the betting experience.

Despite presenting a 100% up to $100 betting bonus, the brand emphasized in its advertisement the opportunity for users to enjoy the website without the need to use real money. The focus was placed on the chance of experiencing the platform risk-free, without any financial commitment.

However, if you wish, there is the opportunity to engage in genuine betting on the platform, which is deemed trustworthy.

With a 29-year history under its belt, this brand is set to make waves as one of the sponsors for the 2023 Canada, a prominent football competition in the country.

bodog Canadian Cup
A Bodog is one of Canada's sponsors

Displayed during the matches of the competition, we have separated an image featuring the signage of Bodog. Above, you will find a captivating visual capturing the essence of Bodog. Witness the distinctive display of the Bodog sign that adorns the matches of this exhilarating competition. This striking image showcases the emblem of Bodog, making its presence felt at every thrilling encounter. Take a moment to behold the iconic insignia of Bodog, as it graces the proceedings of this prestigious tournament.

Sports betting companies must exercise caution in their advertising to prevent promoting gambling in an uninformed manner. It is crucial for these entities to be mindful of the way they market their services, ensuring that they do not encourage irresponsible behavior in their audience. By prioritizing responsible gambling practices and providing accurate information, sports betting companies can maintain their reputation as trustworthy and ethical providers. It is essential for them to educate their customers about the potential risks associated with gambling and promote a balanced approach to sports betting. This way, they can ensure that their advertising efforts are not misleading or exploitative, but rather serve as a tool for informed decision-making.

It is important to have precise, informative, and targeted messages for an appropriate audience.

With the market regulation in place, it is anticipated that this scenario will be even closer, considering that brands will have the guidance they need to operate responsibly. This development brings us one step closer to achieving a more conscientious industry, where companies can confidently navigate the evolving landscape while upholding their corporate social responsibilities. The implementation of these regulations empowers brands to make informed decisions and prioritize ethical practices, fostering a sustainable and accountable business environment.

When it comes to placing bets, it's crucial to select trustworthy establishments that prioritize ethical advertising and open communication with their customers. Remember to seek out reliable bookmakers dedicated to maintaining high standards in their business practices and ensuring a positive experience for all.

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