Betting and Advertising: How Ontario Tackles Industry Challenges

Since the legalization of betting in 2022, Ontario has experienced rapid growth in this sector, drawing both opportunities and challenges. The province has become a hub for discussions on how to regulate gambling responsibly, particularly as it welcomes international operators like Bet365. Recognizing the potential risks of unchecked advertising, the Alcohol and Gaming Commission of Ontario (AGCO) has made regulating sports betting ads a top priority.

Why stricter advertising regulations were needed

Since the legalization of single-event wagering, the need for new rules has become evident to ensure responsible gambling practices. Notably, 59% of Canadians surveyed by A Maru Public Opinion support implementing a nationwide ban on sports betting advertisements immediately. A majority also back efforts to shield young people from exposure to such ads. According to the research, 75% believe marketing campaigns should be restricted to protect children and adolescents from being drawn into gambling. These figures highlight public concern about how advertising may influence younger generations.

Additionally, 68% of Canadians view the participation of well-known athletes and celebrities in betting ads as undesirable. This sentiment is particularly strong among older generations, with 76% of those aged 55 and above expressing disapproval. Furthermore, two-thirds of respondents believe betting advertisements should not air during live sporting events, as they place undue pressure on viewers, especially the youth.

Canadian authorities have responded to these concerns. The Senate recently completed its third reading of Bill S-269, the National Framework on Advertising for Sports Betting Act. Approved on November 5, the bill will now proceed to the House of Commons.

The proposed measures include establishing national standards for advertising regulations, preventing gambling addiction, and diagnosing problem gambling early. In this context, Ontario is an excellent example of effective regulation.

How is sports betting advertising regulated in Ontario?

The Alcohol and Gaming Commission of Ontario regularly updates its rules and standards for gambling-related marketing to promote responsible practices.

Currently, advertising materials must comply with the following requirements:

• Advertisements may not be directed to children, adolescents, self-excluded players, or individuals considered to be at risk.
• The use of cartoon characters, language, or imagery that could appeal to minors is prohibited.
• Ads cannot be placed near child-focused locations, such as schools or daycare centres.
• Advertising is banned on media platforms where the primary audience consists of children or teenagers.
• Athletes cannot be featured in gambling promotions, though promoting responsible gaming practices is allowed.
• Ads must not create illusions about the benefits of sports betting. This includes misleading claims about bonuses, boosted odds, or other incentives.

These initiatives aim to foster a safer gambling environment in Ontario while mitigating the negative societal impacts.

How are these restrictions enforced in practice?

The practical implementation of AGCO regulations confirms that violations in gambling advertising are strictly enforced. Since the introduction of more rigorous standards, several operators have faced significant penalties for non-compliance.

For example, PointsBet has repeatedly violated the rules, disregarding requirements related to responsible gambling practices. One such infraction resulted in a $150,000 fine, though this was not the only instance of non-compliance associated with the operator.

Similarly, BetMGM was fined C$48,000 for multiple violations. One of the most notable incidents involved a tweet claiming, “the more money you put in per bet, the higher your chance is of winning.” This statement breaches the principles of responsible advertising by misleading players and encouraging risky behaviour.

AGCO remains committed to minimizing the potential harm of gambling. Each identified violation serves as a reminder to operators of the importance of adhering strictly to the established standards.

Is advertising really that harmful?

Betting advertising can be a valuable tool for promoting responsible gambling principles when created ethically and aimed at educating players. For instance, following regulatory changes in Ontario implemented on February 28, 2024, hockey star Connor McDavid ceased to be the face of campaigns directly promoting sports betting. Instead, he now serves as an ambassador for responsible gaming with BetMGM.

McDavid participates in TV and digital campaigns that emphasize responsible gaming practices. These promotions highlight the importance of budget control, mindful betting, and using self-exclusion tools.

Final thoughts

Ontario has established itself as one of Canada’s most progressive regions in the betting industry, setting new standards for balancing market growth with consumer protection. By welcoming offshore bookmakers and simultaneously prioritizing responsible gaming, the province demonstrates how thoughtful regulation can mitigate risks while fostering economic opportunities. Ontario’s approach to advertising could serve as a blueprint for other provinces seeking to navigate the challenges of an expanding betting sector. If these measures prove effective, they may pave the way for similar initiatives at a national level.

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