Does Ontario Have a Gambling Ads Problem?

Among the many questions surrounding the Ontario online gambling market is one that lawmakers, regulatory bodies, and policy groups are still grappling with to date, even after four years of the market being active.

Gambling ads, and their rapid increase, across the competitive landscape remain at the forefront of debate in Canada’s most populous province. While the market regulator, the Alcohol and Gaming Commission of Ontario (AGCO) tightened the market’s gambling advertising standards in February 2024, many public health groups, alongside lawmakers like the Ontario Liberal MPP Lee Fairclough, don’t think that’s enough.

“Online gambling is becoming a public health crisis,” Fairclough said earlier this year.

“The harms are real — rising addiction, worsening mental health, financial distress, and strain on families. We cannot ignore the impact that Doug Ford’s privatized online gambling is having on people across Ontario.”

The State of Gambling in Ontario

On April 4, 2022, the Ontario government expanded its online gambling market, from a monopoly model to an open model that allows multiple licensed private operators to run legally in the province.

Since then, Ontario’s gambling landscape has grown considerably. The province now has 83 casino operators alongside 48 gambling websites operating in the market. This gives residents a much wider choice of platforms and games than under the previous system. On top of that, the market generates billions in revenue each year and has achieved a 90% channelization rate within just four years of operation.

But despite the growth in revenue and huge success of the regulated market, Ontario’s gambling expansion has not been without controversy. One of them is the sheer volume of gambling ads. Whether you’re a sports fan or not, it’s impossible to miss the relentless cycle of risk-free bets, bonuses, and celebrity endorsements adding pepper to every sports broadcast, social media platform, television, and other digital platforms.

Some residents say the constant stream of betting ads raises questions on whether gambling has become too prominent in everyday life, particularly for younger audiences and people at risk of developing gambling-related problems.

Restricting Ad Content Doesn’t Equal Limited Ad Volume

When the AGCO tightened its gambling advertising rules back in February 2024, it was mainly related to what operators could and could not include in their gambling advertisements. The new rules provided that:

• Ads must not use cartoon, imagery, social media influencers, role models, celebrities, or entertainers that can appeal to minors.
• Operators and gaming suppliers cannot use active or retired athletes in gambling advertising, except when promoting responsible gambling.
• Marketing must not encourage or attract high-risk players. Operators must take steps to restrict marketing communications to known high-risk individuals.

Despite these new restrictions, gambling ads still remain highly visible in Ontario. They are everywhere, and with online gambling being accessible everywhere 24/7, it’s becoming harder to avoid gambling-related promotions. This is what has fuelled a broader debate over whether Ontario’s current rules go far enough, particularly when it comes to the sheer volume and frequency of gambling advertising.

Federal Bill to Regulate Sports Betting Advertising in Canada is Gaining Momentum

The debate over gambling advertising is no longer limited to Ontario. At the federal level, Bill S-211, the National Framework on Sports Betting Advertising Act, is gaining momentum. Currently at the Committee stage in the House of Commons, Sen. Marty Deacon introduced the bill in 2025, forcing lawmakers to consider a more consistent approach to sports betting ads.

Rather than introducing an outright nationwide ban on sports betting ads as was previously suggested by MPP Lee Fairclough’s Bill 107, this proposed legislation would require the federal government to develop a national framework for regulating them.

It would also call for national standards aimed at reducing gambling-related risks and require the Canadian Radio-Television and Telecommunications Commission (CRTC) to examine whether its existing rules are sufficient to address the growing volume of sports betting advertising.

With sports betting becoming legal across Canada in 2021, advertising has quickly become a familiar part of the viewing experience. Bill S-211 represents an attempt to address some of the concerns that emerged after legalization, especially around exposure among minors and other potentially vulnerable groups.

If the bill eventually becomes law, it could mark a significant shift in how sports betting advertising is handled across the country. For Ontario, where gambling promotions have already attracted considerable attention, the federal push could add another layer of scrutiny to an industry that has expanded rapidly in just a few years.