The rise of online gambling in Canada has been hard to ignore, with a growing number of online casinos and sportsbooks making their presence felt across the country. This surge in the gambling industry mirrors a global trend, but it also brings with it the pressing need for responsible advertising practices.
As gambling becomes more widespread, so too does the need to ensure that its promotion is done with caution. Various regulations have been introduced across Canadian provinces to manage how gambling is marketed. Much like gambling laws themselves, advertising regulations are evolving to keep pace with changing habits and the rapid development of digital platforms.
Why Regulations Are Necessary
Gambling, despite being legal in many parts of the world, requires careful promotion. The core principle governing these regulations is responsibility—ensuring that gambling is not advertised in ways that could encourage harmful behavior, particularly among younger audiences.
Given that gambling shares similar risks with other regulated activities such as alcohol, tobacco, and vaping, advertising must be targeted to adults and take place at times when young people are less likely to be exposed. Moreover, promotions should not create unrealistic expectations of success or promote gambling as a means of financial gain. The line between encouraging participation and coercion is a fine one, and advertisers must walk it carefully.
Ontario Leads the Way
Ontario, the first province in Canada to legalize online betting, has set the standard for advertising regulations. The Alcohol and Gaming Commission of Ontario (AGCO) has imposed a broad range of rules aimed at protecting vulnerable populations.
For example, advertisements cannot use imagery, themes, or language likely to appeal to children. Celebrities are also banned from appearing in gambling promotions unless the focus is on responsible gaming. Further restrictions include prohibitions on placing gambling ads near schools or in areas frequented by minors.
Additionally, gambling ads are not allowed to suggest that playing more leads to greater chances of success or that gambling offers a path to social or financial success. Despite these rules, some high-profile violations have occurred. In 2022, DraftKings was fined $100,000 for promoting boosted odds, and BetMGM received a $48,000 penalty for tweets implying that higher stakes improve chances of winning. So, the penalties are severe and the stakes are high, if you visit this list of the best ones in Canada, you will notice they will be doing all they can to attract players, while staying on the right side of the regulations.
The Golden Rules for Advertising
As more provinces move toward legalizing online gambling, the Canadian Gaming Association has commissioned a study aimed at ensuring a uniform approach to regulations. The study emphasizes five key areas that should guide future gambling advertising rules:
- Advertising must be truthful and not mislead the public in any way. It should also emphasize responsible gambling practices.
- Advertisements should not target minors or other vulnerable groups.
- The use of celebrities and influencers is only allowed if they are promoting responsible gambling messages.
- Promotional offers should be directed only at individuals who have opted in, and terms like “free” or “no risk” should be prohibited.
- Operators using affiliate marketing must be held accountable for any violations of these rules.
Towards a National Framework
A new piece of legislation, Bill S-269, the National Framework for Advertising on Betting Act, is currently working its way through Parliament. If passed, this bill will create a unified set of advertising guidelines for all provinces, providing a clear framework for how gambling operators can market their services across Canada.
The bill is expected to pass smoothly, with minimal opposition, and could come into effect by late 2025 or early 2026. Once in place, it will bring clarity and consistency to the advertising of gambling, benefitting both players and operators.
For now, the provinces will continue to enforce their own rules, but the push for a national standard signals a unified effort to regulate gambling advertising responsibly across the country.