Recently, the Alcohol and Gaming Commission of Ontario made headlines by revealing updates to the Advertising Standards, which include a prohibition on athletes being part of promotional content.Ontario online casinos .
The AGCO has also tightened regulations regarding the use of celebrities, especially those who might attract a younger audience, as per their official announcement.
There has been widespread confusion in the industry regarding these changes: Who will determine what exactly falls under these guidelines?
An insider in the industry remarked to deereplanet.com, 'They appear to have adopted a very broad approach. How can we consider 'social influencers' as part of these restrictions? What exactly qualifies someone as a social influencer? Is it based on their number of followers, the type of content they produce, or the demographics of their audience?'
This situation highlights the necessity for clearer guidelines from the AGCO, which they intend to provide.
This is what makes the new fall advertising campaign from theScore intriguing. Given the current ambiguities surrounding acceptable practices in iGaming advertising, it might be wise to completely eliminate celebrity endorsements.theScore Bet Ontario Sportsbook Recognized sportsbook featuring attractive betting options.
Aim Of New theScoreBet Ad Campaign
In the previous year, theScore Bet utilized a set of television advertisements that included celebrities like Jon Lovitz, Russell Peters, and Patrick J. Adams to promote their brand.
Aubrey Levy, senior vice president of content and marketing at theScore, stated, 'While we understood that changes could be on the horizon, this decision came from our belief that it was the right creative path for our campaign. Celebrity appearances have never been a condition for our creative process. Previously, when we featured talent, it was always to enhance the campaign's message rather than serve as the primary attraction. Therefore, focusing this campaign on showcasing our unique value compared to competitors meant that celebrity involvement didn't align with our strategy.'Ontario sports betting app .
The campaign encompasses not just television ads, but also digital formats and outdoor advertisements. theScore collaborated with the Toronto-based marketing firm Diamond for this initiative. The commercials were directed by seasoned comedy directors, Ryan McNeely and Josh Martin, known as The Director Brothers.
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Fromdeereplanet.com
