Some lawmakers in the Ontario legislature are again proposing to clamp down on advertising of online sports betting and internet casino gambling in Canada’s most populous province.
- Ontario Liberals introduced a bill to ban online sports betting ads across TV, social media, and sponsorships, citing rising gambling addiction.
- The proposed law would impose fines up to $1 million and result in possible license losses for operators who violate the rules.
- While unlikely to pass due to the Liberals’ minority status, the bill reflects growing political and public concern about widespread gambling advertising.
Liberal MPP Lee Fairclough introduced Bill 107, the proposed "Stop Harmful Gambling Advertising Act," on Monday at Queen's Park.
The bill, Fairclough says, would make it illegal for Ontario sports betting and iGaming operators to advertise “or otherwise promote” their sites via television, social media, and paid sponsorships.
Licensed operators that breach the proposed law could face fines of up to $1 million for their first violation and potentially lose their Ontario iGaming license for subsequent violations.
“The bill is in response to the growing public health crisis associated with gambling addiction in the province that has exploded following the province’s 2022 decision to open the online gambling market to private operators,” Fairclough said in the legislature. “Since that time, there are 50 private gambling companies advertising and promoting their sites across platforms. We’ve also seen a substantial increase in the number of people accessing health services through ConnexOntario for gambling problems.”
Bill 107 - cosponsored by three other Liberal MPPs, including interim party leader John Fraser - is not the first attempt by the Grits to curb iGaming advertising in Ontario. Fraser tabled a motion in 2023 that sought to tighten the province’s marketing rules for operators.
In Ontario, it seems like you can’t escape the constant pressure to bet on sports or gamble online.
— John Fraser (@JohnFraserOS) June 1, 2023
Watching sports, it feels like every other ad is telling you to bet on the game.
Gambling can have serious consequences, and the rules around these ads need to be stricter. pic.twitter.com/R1GHWf7pP3
However, the Liberals are in a similar situation politically in 2026 as they were in 2023. They are not the government and not even the official opposition in the legislature. As the third party, getting any of their legislation passed will be difficult, if not impossible.
Still, the introduction of the anti-advertising bill is another reminder that some Canadian lawmakers are fed up with the marketing they are seeing from online sports betting and iCasino companies in Ontario and beyond. There is another anti-sports betting ad bill making the rounds in Ottawa at the moment, which could see additional federal guardrails put in place.
Always leave 'em wanting more (advertising regulation)
The irritation around advertising of online sports betting in Canada has risen since federal lawmakers decriminalized single-game wagering in 2021 and especially since Ontario launched its regulated iGaming market in 2022. As Fairclough noted, there are roughly 50 licensed operators in Ontario now, which has made for plenty of promotional activities.
That said, provincial regulators have taken some action to moderate that marketing. Most notably, the Alcohol and Gaming Commission of Ontario has restricted the use of athletes and celebrities in ads.
Nevertheless, lawmakers and voters have been irked by the gambling-related advertising they’ve seen, especially during live sporting events. The interest in doing something about it continues to simmer in the Ontario and federal legislatures.
Moreover, there is another Canadian province set to open an Ontario-like iGaming market in the near future - Alberta.
Ontario's standards for iGaming-related advertising (online sports betting/casino/poker) have officially been updated to ban the use of athletes (unless they are pushing RG messaging) and to tighten restrictions on the use of celebrities.
— Geoff Zochodne (@GeoffZochodne) February 28, 2024
Old standard left, new on the right: pic.twitter.com/bXYImGISsQ
The Western Canadian province is scheduled to open its regulated iGaming market July 13, which will allow multiple private-sector operators to take bets, including many that are already live and licensed in Ontario.
The opening of the Alberta sports betting market will probably prompt fresh advertising efforts from operators seeking to gain significant market share.
While Alberta is adopting advertising regulations that are similar to those of Ontario, another land rush and its related marketing moves could grate on voters and lawmakers once more.
“Although Ontario runs the largest privatized electronic gaming marketplace, young people in provinces outside Ontario also have the potential to be exposed,” Liberal MP Karim Bardeesy said last week in the House of Commons. “We need to protect all young people and ourselves from this. We need to preserve and hold as sacred as possible the rituals and passions that make sports beautiful.”
