Ontario Reviews Online Gambling Advertising: What Players Need to Know in October 2026

Ontario’s online gambling industry is facing renewed scrutiny as the provincial government reviews the impact of online gambling and its advertising. The discussion comes amid growing concerns about sports betting promotions, youth exposure and the potential harms associated with gambling.

In an October 8, 2026 report, The Trillium reported that Ontario’s newly appointed Minister of Tourism, Culture and Gaming, Zee Hamid, was overseeing a review initiated under his predecessor. The review includes the province’s online gambling industry and its advertising practices.

The issue has attracted attention from opposition politicians and public health advocates, who have called for stronger restrictions on gambling promotions.

For Canadian players, casino operators and the wider iGaming industry, the outcome could have important implications for how online gambling services are promoted in Ontario.

As of October 14, 2026, the review is ongoing, and the October report did not announce a new advertising ban.

Why Is Ontario Reviewing Online Gambling Advertising?

Ontario launched its regulated internet gambling market for private operators in April 2022. Since then, online casinos and sports betting platforms have become increasingly visible through television advertising, digital campaigns, sports sponsorships and other promotional channels.

Supporters of the regulated market argue that licensing private operators provides consumers with a legal alternative to unregulated gambling websites.

However, critics have raised concerns about the volume of gambling advertising and its potential influence on young people and other vulnerable groups.

During legislative committee discussions reported by The Trillium in October, opposition politicians questioned whether existing measures adequately address the frequency of gambling promotions during sporting events.

The government’s review is intended to examine the industry, including its advertising, while considering how to balance access for adults with the need to protect young people.

The outcome could influence future discussions about gambling regulation in Ontario, although any specific policy changes would need to be confirmed through official announcements.

Are Gambling Ads Increasing Youth Exposure?

Youth exposure is one of the central concerns in the debate over online gambling advertising.

Sports betting advertisements can appear during televised sporting events, online videos, social media campaigns and other forms of digital content. Critics argue that frequent exposure may make betting appear to be a normal part of following sports.

The October report cited research indicating that 12% of Ontario students participated in online gambling in 2025, compared with 8% in 2024.

The figures have added to concerns about how young people encounter gambling and whether existing safeguards are sufficient.

However, these figures alone do not establish that advertising caused the increase. Understanding the relationship between advertising exposure, gambling participation and gambling-related harm requires careful analysis of the available evidence.

The debate has nevertheless increased pressure on policymakers to consider whether further protections are necessary.

What Restrictions Could Ontario Consider?

Ontario already has rules governing gambling advertising. The current debate concerns whether existing restrictions and industry standards provide sufficient protection.

Potential areas for further policy discussion include the following.

1. Restrictions on Advertising During Sports

Sports broadcasts are a major focus of the debate because gambling advertisements can reach viewers who are watching for entertainment rather than actively seeking betting services.

Policymakers could examine the timing, frequency and placement of gambling advertisements around sporting events.

Any new restrictions would depend on the government’s decisions and the relevant legislative or regulatory process.

2. Stronger Protections for Young Audiences

Another issue is how gambling promotions reach younger audiences through digital platforms, sports content and other media.

Possible safeguards could focus on advertising placement, audience targeting and the use of promotional material that might appeal disproportionately to minors.

The precise scope of any future measures has not been confirmed.

3. Greater Accountability for Gambling Operators

Regulated operators must comply with applicable advertising standards and player-protection requirements.

Further policy discussions could examine how advertising compliance is monitored, how complaints are handled and what consequences should apply when operators breach the rules.

4. Clearer Responsible Gambling Information

Responsible gambling messaging is another part of the broader discussion.

Policymakers may consider whether information about risks, account controls and available support services is sufficiently visible and understandable in gambling promotions.

These are possible areas of discussion, not a list of new rules already adopted by Ontario.

Has Ontario Already Banned Online Gambling Advertising?

No blanket advertising ban was announced in the October 8 report.

Ontario already regulates gambling advertising, including through the Alcohol and Gaming Commission of Ontario’s Registrar’s Standards for Internet Gaming.

In addition, the Canadian Gaming Association’s Code for Responsible Gaming Advertising has applied since January 1, 2026. Ad Standards administers complaints under that code for participating organizations and other signatories.

There has also been a legislative proposal concerning gambling advertising.

What Happened to Ontario’s Stop Harmful Gambling Advertising Act?

Bill 107, the Stop Harmful Gambling Advertising Act, 2026, was introduced in the Ontario legislature in April 2026.

The proposed legislation sought to prohibit advertising or promotion of electronic gambling sites, subject to specified exceptions. It also proposed financial penalties and registration consequences for certain violations.

However, Bill 107 failed at second reading on May 14, 2026. It did not become law.

The October industry review is a separate development. It should not be interpreted as meaning that Bill 107 has been revived or that its proposed restrictions are now in force.

For operators, affiliates and publishers, this distinction is particularly important: proposed legislation, existing advertising standards and future policy changes are not interchangeable.

What Does This Mean for Online Casino Operators?

The ongoing review creates uncertainty about the future direction of Ontario’s gambling advertising framework.

Operators and their marketing partners should continue to comply with existing rules rather than assume that proposed changes have already taken effect.

Businesses involved in online casino marketing should pay particular attention to:

• Compliance with current Ontario advertising standards.
• Accuracy of bonus claims and promotional messages.
• Restrictions concerning minors and other protected audiences.
• Responsible gambling messaging.
• Sponsorships and promotions connected to sporting events.
• Complaint-handling and advertising review procedures.

Operators should also monitor official announcements for any changes to legislation, regulatory standards or industry codes.

For affiliate publishers, the same principle applies. Casino reviews and promotional content should be accurate, clearly presented and consistent with the requirements applicable to the audience being targeted.

Could New Advertising Rules Affect Canadian Casino Affiliates?

Potentially, depending on what changes are ultimately introduced and how they apply to affiliate marketing.

Casino affiliate websites often publish reviews, rankings, bonus comparisons and information about gambling operators. Some also receive commercial compensation for referrals or other promotional activity.

If Ontario introduces additional advertising restrictions, affiliates may need to review how they present operators, promotional offers and calls to action to audiences in the province.

However, the impact would depend on the final wording and scope of any new measures.

Affiliate publishers should avoid treating editorial coverage as automatically exempt from every advertising requirement. The legal and regulatory treatment of content can depend on its purpose, commercial arrangements and applicable rules.

For WagerDigest, the practical approach is to monitor official developments and ensure that commercial content remains accurate, transparent and appropriately targeted.

How Could the Review Affect Ontario’s Regulated Gambling Market?

Ontario’s regulated market has two competing policy objectives.

The first is to provide a legal environment in which eligible adults can access regulated gambling services.

The second is to reduce gambling-related harm and protect vulnerable audiences.

The government has argued that the regulated market provides safeguards and alternatives to unregulated websites. Critics, meanwhile, have questioned whether the visibility of gambling advertising contributes to harm and whether stronger restrictions are needed.

The October report highlighted this tension, including debate about the extent to which the regulated market has reduced participation in unregulated gambling.

Resolving these questions requires more than measuring advertising volume or market revenue alone. Policymakers also need to consider consumer behaviour, enforcement, public health evidence and the effectiveness of existing safeguards.

The review could therefore become an important part of the broader discussion about the future of Ontario’s iGaming market.

What Should Canadian Players Know?

For players, the review does not mean that online gambling advertising has suddenly become illegal in Ontario.

Existing requirements remain relevant, and players should continue to distinguish between regulated services, promotional claims and the terms governing individual offers.

A few practical points are worth remembering:

Check promotional terms. Bonus advertisements may not communicate every condition that applies to an offer.

Understand the risks. Gambling involves financial risk, and no promotion guarantees a profit.

Use account controls. Where available, deposit limits, time limits and self-exclusion tools can help people manage their gambling activity.

Verify operator status. Check the applicable regulatory information before opening an account.

Seek support when needed. People experiencing gambling-related difficulties can seek confidential help through provincial support services.

The broader policy debate is about how to make the gambling environment more responsible while determining what role advertising should play.

What Happens Next?

As of October 14, 2026, Ontario’s government is reviewing the gambling industry and advertising, but the October report did not identify a final package of new advertising restrictions.

The next important developments would be an official announcement outlining the review’s findings, a government decision on possible policy changes or the introduction of new legislation or regulatory requirements.

Until then, operators and affiliates should continue following existing requirements and avoid presenting proposed restrictions as current law.

WagerDigest will continue tracking significant developments affecting online casino regulation, sports betting and responsible gambling in Canada.

Frequently Asked Questions

Is Ontario banning online gambling advertisements in 2026?

The October 2026 report described an ongoing government review. It did not announce a blanket advertising ban or confirm new restrictions.

Why is Ontario reviewing gambling advertising?

The review is examining the gambling industry, including advertising, amid concerns about youth exposure, the frequency of sports betting promotions and gambling-related harm.

What is Bill 107?

Bill 107, the Stop Harmful Gambling Advertising Act, 2026, was a proposed Ontario law intended to prohibit electronic gambling site advertising, subject to exceptions. It failed at second reading on May 14, 2026, and did not become law.

Are online casino advertisements currently legal in Ontario?

Online gambling advertising is permitted subject to applicable legal, regulatory and advertising standards. Operators must comply with the requirements that apply to their activities.

Could Ontario introduce stricter sports betting advertising rules?

Stricter rules are a subject of public and political debate. Whether the government introduces additional restrictions remains to be confirmed.

Will new advertising restrictions affect casino affiliate websites?

Potentially. The impact would depend on the scope of any measures ultimately adopted and how they apply to commercial promotional content and affiliate relationships.

Final Thoughts

Ontario’s review of online gambling advertising is an important development for the Canadian iGaming industry.

The debate reflects the challenge of balancing access to regulated gambling services with concerns about advertising exposure, youth protection and gambling-related harm.

For now, the key distinction is that Ontario is reviewing its gambling industry, but the October report did not announce a new blanket advertising ban.

As the discussion develops, operators, affiliates and players should follow official announcements and distinguish existing requirements from proposals that have not become law.