500 Casino
09 November 2026
The Alcohol and Gaming Commission of Ontario (AGCO) has released detailed guidance on online casino advertising and player protection, marking a major step in the evolution of the province's regulated internet gambling market. The new rules, announced in February 2024, build on the AGCO's Registrar's Standards for Internet Gaming, which structure the province's internet gambling landscape.
Ontario's Dual-Entity Model for Online Gambling
Ontario's online gambling system, launched in 2022, is unique in Canada for allowing both private and public sector operators to provide online casino and sports betting services, all under the oversight of provincial regulators. The system operates via a "dual entity" model, splitting responsibility between the AGCO and a government agency known as iGaming Ontario (iGO).
The AGCO is the licensing and regulatory body, with authority to issue standards, enforce rules, and ensure game integrity. It also issues operating permits, assesses compliance, and handles issues like consumer complaints.
iGaming Ontario, also known as iGO, is a Crown corporation that manages the business agreements with private sector gaming operators. iGO does not license or regulate operators directly, but it was established in 2021 through an Order in Council to "conduct and manage legal online gaming and sports betting within the province."
Advertising Restrictions Target Minors and At-Risk Groups
In February 2024, the AGCO announced an amendment to Standard 2.03 of the Registrar's Standards for Internet Gaming, introducing stricter rules around iGaming advertising. The key changes were aimed at protecting minors from exposure to online gambling marketing:
- Ban on influencer and athlete use - Online casinos are now restricted in their ability to leverage the appeal of certain figures. Athletes and sports stars, except when solely advocating for responsible gambling, are banned from appearing in ads. Social media influencers, celebrities, and entertainers likely to garner following among youth are similarly off-limits.
- Restrictions on themes appealing to minors - Online casinos must avoid advertising techniques and themes that would be especially appealing to children and young adults. This includes cartoon characters, familiar youth-focused media properties, and messages that could be perceived as encouraging underage gambling.
- Geofencing near youth-focused locations - Online ads that could draw in minors, like ads on electronic billboards and outdoor displays that fall entirely within a 150-metre radius of a school, are prohibited. The same rules apply to physical ads appearing in mass transit, on buses, and in venues targeting younger audiences.
"These measures demonstrate Ontario’s firm and continued commitment to player protection and ensuring the long-term sustainability of the province's internet gaming market," an AGCO spokesperson said upon announcing the changes.
| Who is restricted from appearing in online gambling ads in Ontario? |
|---|
| Cartoon characters |
| Social media influencers* |
| Celebrities* |
| Entertainers* |
| Athletes (except for responsible gambling marketing only) |
*Note that the rules are interpreted to include those actors who would likely appeal to minors, not based on any specific age gate.
Bonuses and Inducements Ad Rules
The AGCO also reaffirmed its position on online advertising of bonuses, inducements, and free play offers, governed under Standard 2.05 of the Registrar's Standards:
- Public ads banned except in regulated venues or online on the operator’s own site/app. No bonusing or inducement offers can appear in public media. Offers may appear on an operator's website or mobile app after a player's consent, or potentially via direct marketing after consent, but not in public ads, promotions or communications.
- Inducements defined broadly. The AGCO views sign-up bonuses, deposit offers, reward programs, boosted odds, stake-back offers, and multi-bet offers as examples of inducements that may not be promoted in public ads.
- Conditions and limitations must be disclosed to players at first exposure of the inducement. Advertising an inducement must detail all relevant conditions, waivers, restrictions, and other requirements at initial exposure in an obvious, readable format.
- True "free" offers only. No offer may be described as "free" or "risk-free" if players must deposit, risk, or lose their own money to qualify. Offers must accurately convey their actual value and net pay-out potential.
- Avoid induction of excessive play - Game mechanics and promotions should deter excessive play and prevent impulsive spending.
Regulator Reinforces Player Protection Focus
The recent AGCO guidance additionally emphasized requirements under Standard 2.10 and 2.11 of the Registrar’s Standards, focused on identifying and supporting players at risk of gambling harm. The regulator expects operators to design and deploy tools that help players self-select for Low-Risk, Medium-Risk and High-Risk categories, and to offer corresponding controls like loss limits, cooling-off periods, and account pausing/suspension.
The AGCO guidance underscores the requirement for operators to adopt a proactive stance, aiming to identify and support individuals exhibiting risk before they encounter significant losses. Harm-prevention initiatives may incorporate machine learning, AI-driven analytics, and "rule-based" modeling to identify risk signals.
"The Ontario iGaming industry has a significant responsibility to protect its consumers and avoid the types of dependent gambling behavior associated with unregulated offshore operators" said the AGCO in its May 2024 statement on gambling safety.
