Ontario Tightens Online Casino Ads as AGCO Seeks Public Views

23 October 2026

Ontario's online casino market, now a year into operation, is seeing renewed scrutiny on advertising – and in particular, on how bonuses and promotions are marketed to players. This summer, the Alcohol and Gaming Commission of Ontario (AGCO) will ask for public input on how to regulate online casino ads around two key sections of its rules: transparency requirements for gambling inducements, and responsible-advertising guidelines.

The consultation is the latest step in AGCO's efforts to shape Ontario's online casino market, one that has already seen aggressive advertising tactics lead to rapid reforms. But as the public weighs in, the real challenge for AGCO is applying those principles more consistently – and effectively – than it did initially.

AGCO already regulates casinos, internet gaming sites and lotteries operated by the Ontario Lottery and Gaming Corporation (OLG) or charities in the province. Launching online gambling with Ontario's iGaming market required the AGCO to adapt, which it did through its Registrar's Standards for Internet Gaming. These standards incorporated sector-specific risk assessments, research, and consultations with key stakeholders including OLG and problem-gambling organizations.

Controversy emerged when critics argued the AGCO failed to sufficiently restrict advertising in Ontario's new iGaming market. Evidence showed AGCO monitored these campaigns, which significantly surpassed traditional casino advertising and flooded Ontarians with sports betting promotions. This advertising surge prompted public criticism that the AGCO has since worked to counter.

A major change occurred in 2022 when AGCO prohibited public advertising of gambling inducements – including bonuses, credits, and other promotions – across Ontario. From that point, operators wishing to advertise promotions had to direct players to their gaming platforms or obtain player consent for direct marketing.

AGCO also strengthened requirements for bonus transparency:

Advertisements must not be misleading. Bonus descriptions can't be called "free" if a player risks their own money. Offers can't be labeled "risk free" if players face potential losses. Additional safeguards require game design features that limit continuous play and encourage responsible behavior.

Following consultations last April, AGCO prohibited athletes and celebrities from appearing in online gaming advertisements.

However, concerns remain that further reforms may be necessary to properly oversee Ontario's online casino advertising market and better protect consumers.

The Canadian Mental Health Association's Ontario Division recently urged AGCO to implement additional restrictions on gambling advertisements. Their proposal called for limits on both the volume and frequency of gambling ads, particularly for iGaming.

As AGCO reviews consultation responses, considerations about advertising's impact on community wellbeing – including involvement with Ontario's sports programs – will likely influence future policy decisions.