CELEBRITY ENDORSEMENTS
A global analysis of celebrity gambling endorsement laws IN THIS ARTICLE ZACHARY PEARLSTEIN EVALUATES THE REGULATION OF CELEBRITY ADVERTISING WITH REFERENCE TO APPROACHES IN OTHER JURISDICTIONS AROUND THE WORLD
Abstract This article explores the regulations for celebrity endorsements in gambling advertisements in select jurisdictions, specifically Ontario, the United States, the United Kingdom, the Netherlands, Italy, Belgium, and France. It explores each jurisdiction’s laws related to celebrity gambling advertisements, the potential penalties for violations, and the enforcement actions brought against stakeholders who have violated their respective laws. Regardless of the jurisdiction, the use of celebrities and public figures to promote gambling products is subject to public scrutiny. By comparing the regulatory responses in these diverse markets, the article examines which approaches are most effective, and how future regulatory policy
could be designed to maximize effectiveness for both regulated operators (“Operators”) and for the safety of the general public. Introduction Since Ontario became the first regulated iGaming regime in Canada in April 2022, one of the most discussed topics about the industry has been the influx of gambling advertisements across the province (and the country as a whole). There are multiple reasons why gambling advertisements in Ontario have been controversial: 1. Their frequency – there have been reports that up to 20 percent of certain televised sporting events can be spent watching gambling advertisements, 1
1 Jamie Wheaton et al, Exploring the Prevalence of Gambling Marketing: An Analysis of the Prevalence of Marketing Across Televised and Social Media Coverage of NBA and NHL in Ontario, University of Bristol, January 2024.
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IMGL MAGAZINE | MARCH 2025
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