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Ontario officials express concerns about rise in gambling advertisements

While the province features a thriving legal online gambling market, government officials are reviewing a perceived increase in Ontario online casino and sports betting marketing.

ByGrant Lucas·Updated: Jun 26, 2026 10:54AM ET·3 min read

Government officials have started a review of what they believe is an increase in advertising from sports betting and gambling brands in Ontario. Interestingly, this comes on the heels of lawmakers rejecting a proposal that would outright ban iGaming commercials. Still, Ontario officials wish to remain vigilant as they consider additional restrictions surrounding gambling advertising. This review also comes as regulated Alberta online casinos and sportsbooks prepare to launch on July 13. 

Lee Fairclough, an Ontario Liberal Member of Provincial Parliament, introduced Bill 107 – also known as the Stop Harmful Gambling Advertising Act – in April, aiming to prohibit sportsbooks and licensed real money online casino Canada operators in Ontario from marketing on television, social media and paid sponsorships.

Fairclough emphasized that the bill's introduction came in response to the "growing public health crisis associated with gambling addiction" in the province, which welcomed regulated sportsbooks and online casinos in 2022.

According to Fairclough, some 50 private gambling companies have advertised and promoted their sites, a trend that falls in line with "a substantial increase" in residents seeking health services through ConnexOntario for gambling-related problems.

The bill, however, was voted down at a second reading in May, but that does not mean Ontario officials are not concerned. In fact, Stan Cho, the province's Minister of Tourism, Culture and Gaming, noted that the government is considering more restrictions on gambling advertising.

"It's a growing issue," Cho told Global News, "so there's no sugar coating the fact that more people are gaming online, specifically young men. "That's precisely the reason we regulated the market."

It will be interesting to see how much Alberta online casino regulators mirror the opinions of Ontario once the Alberta regulated market launches on July 13. 

Ontario has already integrated prohibitions on celebrities appearing in gambling-related advertisements, unless those marketing campaigns promote responsible gambling.

Fairclough cited restrictions on tobacco advertising that contributed to a reduction in health-related issues in that industry. She added that the "responsible thing" now would be to address the iGaming market in a similar way.

According to a study in the Canadian Medical Association Journal, there has been a 300% rise in gambling-related calls to ConnexOntario between January 2012 and September 2025. Cho noted that outright banning gambling advertising won't solve problem gambling, but officials are exploring new restrictions.

Currently, in addition to a prohibition on the use of celebrities in marketing, licensed operators cannot use targeted language toward underage or high-risk players.

"This is a growing problem," Cho said. "The numbers show that there not only are more and more people gaming online, problem gambling, I believe, will continue to grow, and we're going to take it head on."

Must be 18+ or the age of majority in your province or territory of residence to participate (19+ in Ontario). Please play responsibly. If you or someone you know has a gambling problem, support is available through local responsible gaming resources, including ConnexOntario (https://www.connexontario.ca) for residents of Ontario and Alberta Health Services (https://www.albertahealthservices.ca) for residents of Alberta. Availability of online casino services may vary by province or territory and is subject to applicable laws and regulatory approvals.

Written by Grant Lucas

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