The Alcohol and Gaming Commission of Ontario (AGCO) has fined BetMGM Canada Inc. CA$110,000 for violating regulations on gaming promotions. The penalty stems from the operator’s involvement in marketing campaigns that offered cash incentives for opening accounts, a practice prohibited under AGCO’s Standards for Internet Gaming.
The violations involved third-party affiliates promoting cash rewards through public events, including a national trade conference. AGCO emphasized that license holders are fully responsible for ensuring their affiliates comply with regulatory standards, particularly Standard 1.19, which mandates oversight of all contracted gaming-related activities.
AGCO CEO and Registrar Dr. Karin Schnarr reaffirmed the commission’s commitment to responsible gambling, stating that strict enforcement is essential to protecting Ontarians. The fine serves as a warning to all operators that non-compliance with advertising and promotional rules will face consequences.
The investigation detailed specific breaches, including an affiliate campaign on March 11, 2024, that generated 377 new sign-ups with over CA$127,000 in commissions paid. Similar violations occurred in April and January, with BetMGM representatives directly offering cash incentives at promotional events. AGCO’s action aligns with broader efforts seen in Europe and the U.S. to tighten regulations on gambling promotions.
