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Canadian Gaming Association's new responsible gaming advertising rules take effect
The code of conduct holds association members to updated standards covering marketing materials across the nation as Parliament considers more regulations.
As the Parliament of Canada debates a bill that could enact new federal rules for certain gaming advertisements, a trade association for gaming companies across the nation is taking a proactive approach. The Canadian Gaming Association's revised responsible gaming advertising code is now in effect for its members, covering a broad range of marketing opportunities.
Canadian Gaming Association publicizes new marketing by-laws for members
The publication from the Canadian Gaming Association (CGA) consists of nine pages, most of which relate to guardrails for advertising for its members. The CGA is a trade association for licensed gaming entities operating in Canada.
This updated code "applies to all advertising of gambling, gaming or betting, in all forms, communicated to Canadians in any medium by CGA members." The areas of emphasis for the code cover five main concerns related to gaming marketing.
- Age appropriateness
- Honest and transparent messaging
- Inducements toward play
- Responsible gaming promotion
- Social norms
In this context, inducements include mentions of bonuses for performing specific actions. Social norms cover circumstances like insinuating that gaming is a valid way to make money.
While these CGA rules apply to its members operating the best online casinos in Canadian jurisdictions, a bill in Parliament is taking a more narrow approach to marketing for sports wagering. The updated CGA code might be a measure to stave off such legislation.
Parliament considering compulsory national standards
The Canadian Senate has already approved S-211, which could impose federal guidelines for advertisements related to sports wagering. The bill has yet to face a floor vote in the House of Commons, although that is possible in the upcoming session.
The CGA's standards seem directed to making such legislation unnecessary. Included in the publication of the code are multiple phrases suggesting that adherence to it by CGA members will be sufficient to protect the public.
"The Code does not replace federal or provincial statutes or regulations," one paragraph reads. "Instead, it stands as a voluntary commitment by the gaming industry to uphold standards that are at least as high as those mandated by law."
Even if enacted, S-211 would not affect the status quo in terms of marketing for offers like the Golden Nugget Casino promo code. S-211 only applies to advertising for sports wagering and would not represent a higher bar than existing regulations in Ontario for iGaming.
However, CGA members would likely prefer to police each other and themselves than see additional legal standards imposed upon them. Thorough adherence to the CGA advertising code may help in that regard.
