Ontario seeks to help young men through a new RG initiative

• RGC launches new PSA, part of an effort to intervene early and help protect a particularly vulnerable cohort - young men aged 19-24
• The PSA is being launched across multiple popular digital and traditional channels, amplifying its message and strengthening the province’s RG messaging
• Prevention is touted as one of the strongest RG tools that is already achieving the desired results

The Responsible Gambling Council (RGC) in Ontario, Canada, has stepped up efforts to protect consumers from gambling-related harm, focusing on young men aged 19-24 specifically.

Young men to be targeted as part of Ontario’s new RG push

The RGC has specifically rolled out a new public service announcement (PSA) that will seek to educate this demographical cohort about the risks associated with gambling, and how to play responsibly, while also releasing a new report summing up Ontario’s Responsible Internet Gambling Fund (RIGF) work.

The PSA is being made available across Meta (the owner of Instagram and Facebook), Spotify, a music streaming service, and Netflix, with the idea behind the move focusing on preventing early instances of problem gambling and ensuring that young and vulnerable people are informed about their options.

Commenting on the opportunity to launch these new initiatives, RGC CEO Sarah McCarthy added:

"Gambling should never come at a human cost. As online betting continues to evolve rapidly, we are seeing an increased risk of early exposure and normalized gambling behaviours, particularly among young men. This new campaign speaks directly to young adults, giving them the practical tools and guidance they need to make safer, informed choices. Thanks to funding from the RIGF, we can reach them where they are and make a real difference."

Prevention is key to RG success, argues minister

The news was similarly welcomed by The Honorable Stan Cho, Minister of Tourism, Culture and Gaming in Ontario, who argued that investing in the RIGF has been worthwhile and a way to safeguard young men against the harms that could potentially stem from online gambling.

Cho went a step further to argue that evidence-based prevention works and should be endorsed with young men in the province equipped with the tools and information needed to steer clear of trouble.

To back this claim, the report outlined what it has considered to be several important milestones, includng the fact that The Rnadoms PSA has reached 6m people, and secured $100m in broadcaster investment.

Among the achievements is stronger commitment by sports leagues and arena partners to amplify safer gambling messaging and 49m people having been reached through TV, media and various activations.

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