The Responsible Gambling Council has debuted a public awareness campaign in a bid to educate the Ontario public about the risks of online gambling.
This has been undertaken via a collaborative partnership with marketing and research association thinktv, with the initiative set to hit television and radio in the coming weeks.
Following the much publicised April 1 legalisation in the province, the pair aim to inform that while online gambling and sports betting may be an entertainment activity, it’s important to remember that it comes with risk.
Proceeding with an approach to grab the attention of new and recreational gamblers, the campaign will drive users to the website KnowTheRisks.ca for more information regarding risks and safer play strategies.
“With the rise of online gambling and sports betting advertising in Ontario – and across Canada – we recognised there was a need to help the public understand the sensationalised ads we’re seeing on TV don’t necessarily reflect reality, explained Shelley White, CEO of RGC.
“It is important for everyone to learn and understand the risks involved when gambling in the online space and how to minimise those risks when playing online.
“This campaign is more important than ever as new operators continue to enter the market. We are proud to be collaborating 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.”
Through thinktv’s member networks, this public service announcement will run across Canadian broadcast networks in Ontario, with the potential to expand to the rest of Canada.
“We are delighted to work with RGC to support ongoing player protection initiatives with our member broadcast networks,” stated Alan Dark, Chair of thinktv.
“There is an opportunity for us all to work together to ensure Ontarians receive a balanced message when it comes to online gambling and sports betting.
“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.”
Furthermore, the RGC is aiming to continue its collaborative work with stakeholders to develop evidence-informed programs to meet “the evolving needs of players and the industry” and drive a more sustainable ecosystem.