Advertising Standards

Chances Castlegar Advertising Standards

Chances Castlegar follows the guidelines and standards for advertising as outlined by the BCLC.

The Advertising Standards outline the requirements that must be met for all advertising or marketing involving BCLC products or gaming venues. These Advertising Standards support BCLC’s goal of responsibly representing our products in all advertising and marketing initiatives.


The BCLC Advertising Standards apply to all Gambling advertising undertaken by, or on behalf of, BCLC, in support of its lottery, sports, casino, bingo, community gaming centre, and online Gambling activities.


The primary purpose of BCLC’s advertising is to create awareness of BCLC’s products, without encouraging unreasonable expectations of winning nor creating an impression that withholding from Gambling is inappropriate. BCLC seeks out opportunities to advertise or promote responsible gambling to our players.

BCLC makes every effort to prevent a player who has voluntarily self-excluded from Gambling in British Columbia from receiving marketing materials. Direct marketing activities must comply with BCLC’s Direct Marketing Policy.

All product or venue advertising must comply with GPEB standards, including:

Advertising and Marketing Standards for Gambling in British Columbia; and Responsible Gambling Standards for the B.C. Gambling Industry

Compliance with BCLC responsible gambling policies, standards and guidelines is also required, including the Responsible Gambling Messaging Graphic Standards and Responsible Gambling Policy for the Lottery Business Unit.

All relevant laws and regulations must be adhered to, including, but not limited to, the Competition Act, Canada, which prohibits making representations to the public, to promote a product or business interest, that are false or misleading. Representations that deceive or mislead consumers are also addressed by the Business Practices and Consumer Protection Act, British Columbia.


Core Principles

Advertising must be consistent with BCLC’s values of respect, integrity, social responsibility and BCLC’s mission and vision. • Advertising must not degrade the image or status of persons of any ethnic, minority, or religious group or other group identified by the Human Rights Code, British Columbia. • Advertising should appropriately represent diversity in both audience and media with the choice in casting of persons and/or visual representation if using illustrations or graphics.


Gambling advertisements should not be designed so as to imply urgency (e.g., quickly make a decision to gamble in order to avoid disappointment), and must not make false promises or create unrealistic expectations. While players may gamble to win, advertising must not present winning as the probable or likely outcome. • Advertising must not denigrate a person who does not buy a Gambling product nor unduly praise a person who does. • Advertising should emphasize the fun and entertainment aspect of playing BCLC games and not imply a promise of winning. • Advertising must not exhort the public to wager by directly or indirectly misrepresenting a person’s chance of winning a prize. • Advertising must not imply that the chances of winning increase the longer one plays.

Responsible Gambling

Gambling must not be promoted as an alternative to employment, nor as a financial investment, nor a way to achieve financial security. Advertising must not portray product abuse, excessive play, or a preoccupation with Gambling. Advertising must not encourage people to play excessively or beyond their means. Product or venue advertising and marketing materials must include responsible play messaging consistent with standards published by GPEB and BCLC’s Player Health department. Advertising must not present, directly or indirectly, Gambling as a potential means of relieving any person’s financial or personal difficulties. Advertising must not imply that BCLC products are games of skill or are primarily dependent on skill. Advertising must not knowingly be placed in or adjacent to media or programming that dramatizes or glamorizes inappropriate use of Gambling products. Advertising must not portray nor imply any illegal activities. Lottery and Gambling products must not be cross-promoted with alcohol, cannabis or tobacco products, or products with a strong appeal to minors. Advertising and marketing promotions must not include free lottery/gambling products with purchase of nonlottery/gambling products. Responsible and problem gambling messaging must be presented in the same language as the language of the advertisement.


Actors used in advertising to promote awareness of Gambling products must be, and appear to be, twenty five (25) years of age or older.

Age restrictions must be, at a minimum, posted at the point of sale.

Advertising must not appear in media directed primarily to those under nineteen (19) years of age.

Gambling must not be advertised or marketed at venues or through media where the audience is primarily expected to be under nineteen (19) years of age.

Advertising must not appear on outdoor displays that are directly adjacent to schools, youth oriented locations or equivalent.

Advertising should not contain language or symbols that are primarily intended to appeal to those under nineteen (19) years of age. – The use of animation should be monitored to prevent an association with animated characters on children’s programs. – Celebrity or other testimonials that would primarily appeal to persons under the age of nineteen (19) should not be used.

Sexual Content

Marketing communications must respect the principle of gender equality. Marketing communications must avoid sex stereotyping and the exploitation or demeaning of any gender. Advertisements must not employ sexual appeal in a manner that is exploitative and degrading of any individual or group of people in society to promote the sale of Gambling products or Gambling Services.


Humour and satire are natural and accepted features of the relationship between individuals and groups within the community. Humorous and satirical treatment of people and groups of people is acceptable, provided that, taking into account generally prevailing community standards, the portrayal is not likely to cause widespread offence, hostility, contempt, abuse or ridicule.

Game Information

Odds of winning must be readily available to the public (i.e., back of tickets, brochures on site and through or other public communications). They must be clearly stated and accessible without assistance from BCLC or its Service Providers and Retailers. Advertising must state alternative cash and annuity values where reasonable and appropriate.

Alcohol or Drugs

Advertising must not include images that depict or suggest that players consume alcohol or drugs while they are Gambling. Gambling paraphernalia (dice, cards, gaming tables, etc.) must not appear in any images that include alcoholic beverages or any other substances that cause impairment. Where alcohol beverages are depicted, it must not include images of persons consuming the products. Language or imagery used in advertising gambling products must not contain reference to cannabis, drug culture or illegal drugs.