2.03 Advertising, marketing materials and communications shall not target high-risk, underage or self-excluded persons to participate in lottery schemes, shall not include underage individuals, and shall not knowingly be communicated or sent to high-risk players. (Also applicable to Gaming-Related Suppliers) 

Requirements – At a minimum, materials and communications shall not:

  1. Be based on themes, or use language, intended to appeal primarily to minors.    
  2. Appear on billboards or other outdoor displays that are directly adjacent to schools or other primarily youth-oriented locations.     
  3. Use or contain cartoon figures, symbols, role models, social media influencers, celebrities, or entertainers who would likely be expected to appeal to minors.    
  4. Use active or retired athletes, who have an agreement or arrangement made directly or indirectly between an athlete and an operator or gaming-related supplier, in advertising and marketing except for the exclusive purpose of advocating for responsible gambling practices.   
  5. Use individuals who are, or appear to be, minors to promote gaming.    
  6. Appear in media and venues, including on websites, and in digital or online media, directed primarily to minors, or where most of the audience is reasonably expected to be minors.    
  7. Exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of all potentially high-risk persons, or otherwise extoll the virtues of gaming.    
  8. Entice or attract potentially high-risk players. Instead, measures shall be in place to limit marketing communications to all known high-risk players.  

Note: The AGCO published Guidance on amendments to Standard 2.03 on February 8, 2024.

2.04 Marketing, including advertising and promotions, shall be truthful, shall not mislead players or misrepresent products.

Requirements – At a minimum, materials and communications shall not:

  1. Imply that playing a lottery scheme is required in order to fulfill family or social obligations or solve personal problems.
  2. Promote playing a lottery scheme as an alternative to employment, as a financial investment, or as a requirement for financial security
  3. Contain endorsements by well-known personalities that suggest that playing lottery schemes has contributed to their success.
  4. Encourage play as a means of recovering past gaming or other financial losses.
  5. Be designed so as to make false promises or present winning as the probable outcome.
  6. Imply that chances of winning increase:
    1. The longer one plays;
    2. The more one spends; or
    3. Suggest that skill can influence the outcome (for games where skill is not a factor);
  7. Portray, suggest, condone or encourage gaming behaviour that is socially irresponsible or could lead to financial, social or emotional harm.
  8. Suggest that gaming can provide an escape from personal or professional problems.
  9. Portray gaming as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments,
  10. Suggest that gaming can enhance personal qualities, for example, that it can improve self-image or self-esteem, or is a way to gain control, superiority, recognition or admiration,
  11. Suggest peer pressure to gamble nor disparage abstention,
  12. Link gaming to seduction, sexual success or enhanced attractiveness,
  13. Portray gaming in a context of toughness or link it to resilience or irresponsible play, or
  14. Suggest gaming is a rite of passage.
  15. Offer a product or promotion that is not reasonably attainable without incurring substantial losses.

2.05 Advertising and marketing materials that communicate gambling inducements, bonuses and credits are prohibited, except on an operator’s gaming site and through direct advertising and marketing, after receiving active player consent.


  • This standard does not prohibit the use of inducements, bonuses and credits.
  • This standard prohibits all public advertising, including targeted advertising and algorithm-based ads.
  • Direct marketing and advertising includes but is not limited to: direct messaging via social media, emails, texts, and phone calls.

2.06 Permitted advertising and marketing materials that communicate gambling inducements, bonuses and credits must, at a minimum:

  1. Disclose all material conditions and limitations of the offer at its first presentation on the gaming site, with all other conditions and limitations no more than one click away.
  2. Not be described as free unless the inducement, bonus or credit is free. If the player has to risk or lose their own money or if there are conditions attached to their own money, the offer must disclose those terms and may not be described as free.
  3. Not be described as risk-free if the player needs to incur any loss or risk their own money to use or withdraw winnings from the risk-free bet.

2.07 Players must be provided an opt-in process whereby they actively consent to receiving any direct advertising and marketing of inducements, bonuses and credits, and must be provided a method to withdraw their consent at any time, where such marketing and advertising materials are available.

Guidance: direct marketing and advertising includes but is not limited to: direct messaging via social media, emails, texts, and phone calls.

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