Ontario: Advertising Standards for Casino and Sportsbook Content

The inducement ban changes content strategy

Standard 2.05 is the rule that most changes content in Ontario: "Advertising and marketing materials that communicate gambling inducements, bonuses and credits are prohibited, except on an operator's gaming site and through direct advertising and marketing, after receiving active player consent." The AGCO's guidance adds that it "prohibits all public advertising, including targeted advertising and algorithm-based ads." Offers may appear on the operator's own website and in direct marketing to players who have actively consented.

The AGCO has enforced it. In June 2022 it issued C$100,000 in penalties to DraftKings Canada over boosted odds advertised on television and social media, stating that "Ontario strictly prohibits broad public advertising of bonuses and other gambling inducements." In March 2025 it fined BetMGM Canada C$110,000 under Standards 1.19 and 2.05 for offering cash to induce new customers.

For content teams, bonus-led public content, from "best welcome offers" pages to social posts about free spins, is not an option in Ontario. Content that explains products, rules and safer-gambling tools is.

Athletes, celebrities and appeal to minors

From February 28, 2024, Standard 2.03 bans the use of "active or retired athletes" in advertising and marketing, with an exception "for the exclusive purpose of advocating for responsible gambling practices." The same standard now bans "cartoon figures, symbols, role models, social media influencers, celebrities, or entertainers" who "would likely be expected to appeal to minors". Before the amendment the test was "primary appeal", which was narrower.

Truthful offers and "free"

Standard 2.04 requires that "Offers must be truthful, shall not mislead players or misrepresent products". Standard 2.06 requires that offers "disclose all material conditions and limitations at the offer's first presentation", and offers cannot be described as free or risk-free if players must risk their own money. Standard 2.08 requires that "All advertising and marketing materials must include a responsible gambling message."

Affiliates

Standard 1.19 makes operators responsible for the third parties they contract with, as if those parties were bound by the same rules. Standard 1.21 covers what the industry calls "affiliates" or "marketing affiliates", and says affiliates advertising for registered Ontario operators may not also advertise unregistered sites in Ontario. An affiliate's Ontario content is part of the operator's compliance picture.

If an Ontario page sits beside versions for other markets, the multi-market casino content guide explains how to keep each version genuinely local.

Questions

Can affiliates publish bonus offers for Ontario players?

Not in public advertising. Standard 2.05 strictly prohibits public advertising of inducements and bonuses, and operators are responsible for their affiliates under Standard 1.19. Offers may be shown on the operator's own site or sent to players who consented.

When did Ontario ban athletes from gambling ads?

The amended Standard 2.03 took effect on February 28, 2024. Athletes may still appear for the exclusive purpose of advocating responsible gambling.