title: Ontario — Marketing: Can we advertise? | advennt.io canonical: https://advennt.io/jurisdictions/ontario/marketing/ [Jurisdictions](https://advennt.io/jurisdictions/) [Ontario](https://advennt.io/jurisdictions/ontario/) Marketing Ontario · Question 07 of 11 # Marketing: Can we advertise? Mixed · Confirmed · Expert approved · In expert review scope · [Back to full Ontario report →](https://advennt.io/jurisdictions/ontario/) Key section parameters | Jurisdiction | Ontario (CA-ON) | |---|---| | Regulator | Alcohol and Gaming Commission of Ontario (AGCO) / iGaming Ontario (iGO) | | Favourability | Mixed | | Confidence | Confirmed | | Review status | Expert approved · In expert review scope | | Last collected | 18 Oct 2026 | Summary answer ## Marketing by Regulated Operators in Ontario AGCO-registered igaming operators in the Province of Ontario are required to abide by the marketing and advertising restrictions in the AGCO Registrar’s Standards for Internet Gaming and the iGO policies enforced by contractual means pursuant to their … ## Full section analysis ## Marketing by Regulated Operators in Ontario AGCO-registered igaming operators in the Province of Ontario are required to abide by the marketing and advertising restrictions in the AGCO Registrar’s Standards for Internet Gaming and the iGO policies enforced by contractual means pursuant to their operating agreements with iGO. In addition to the operators’ accountability for their own compliance with these AGCO and iGO advertising standards, the operators are liable for the acts and omissions of any third parties with whom they contract, including entities commonly referred to as “marketing affiliates”. Responsible gambling is a key AGCO priority that is reflected throughout the marketing and advertising provisions of the Registrar’s Standards for Internet Gaming. As a result, informed play and truthful advertising are principal focuses of the Standards. Additionally, the public advertising of inducements, bonuses and credits is strictly prohibited, including targeted advertising and algorithm-based ads. Such offers may only be provided in two ways: (1) through the operator’s gaming site or application, or (2) through direct marketing to individuals that have consented to receive them on the gaming site. As well, AGCO-registered igaming operators may not employ any “marketing affiliates” that also advertise igaming sites that operate in Ontario without AGCO registration. The AGCO provided guidance on the interpretation of the Standards relating to marketing and advertising at https://www.agco.ca/blog/lottery-and-gaming/mar-2022/important-information-advertising-and-marketing-ontarios-new. The following restrictions apply to all AGCO-registered igaming operators and any third parties with whom they contract for the provision of any aspect of the operator’s business related to gaming in Ontario. Must ensure that advertising and marketing materials and communications do not target high-risk, underage or self-excluded persons, do not include underage individuals, and are not knowingly communicated or sent to high-risk players. This means that at a minimum, they may not: Be based on themes, or use language, intended to appeal primarily to minors. Appear on billboards or other outdoor displays that are directly adjacent to schools or other primarily youth-oriented locations. Contain cartoon figures, symbols, role models, and/or celebrity/entertainer endorsers who would likely be expected to appeal to minors. Use active or retired athletes, who have an agreement or arrangement made directly or indirectly between an athlete and an operator or gaming-related supplier, in advertising and marketing except for the exclusive purpose of advocating for responsible gambling practices. Use individuals who are, or appear to be, minors to promote gaming. Appear in media and venues, including on websites, and in digital or online media, directed primarily to minors, or where most of the audience is reasonably expected to be minors. Exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of all potentially high-risk persons, or otherwise extoll the virtues of gaming. Entice or attract potentially high-risk players. Instead, measures must be in place to limit marketing communications to all known high-risk players. In February 2024, the AGCO issued the following guidance relating to its advertising and marketing restrictions regarding whether a particular cartoon figure, symbol, role model, and/or celebrity/entertainer endorser “would likely be expected to appeal to minors”: The AGCO recognizes the fluid nature of individuals’ appeal to different groups. Given that public interest and appeal is dynamic, registered operators are encouraged to use their judgement to determine whether a particular individual is likely to appeal to minors. Registered operators will be expected to have conducted a credible assessment, using criteria they have established for likely appeal, supported by records and control activities. Among the factors that registered operators should consider when establishing criteria for assessing likelihood of appeal to minors are: The demographic composition of the individual’s following or fan base; An assessment of data on audience demographics; and Whether the individual has obvious or direct links to activities that are popular with minors (e.g., gained or enhanced their notoriety for being in a film that has appeal to children). For the purpose of the Standards, “role models, social media influencers, celebrities and entertainers” include those individuals with a degree of notoriety and/or familiarity who may persuade others. The term “social media influencer” includes individuals active on social media who may be known by different terms (e.g., bloggers, streamers, or content creators). The intent is that persons or characters with a public presence that is likely appealing to minors, regardless of the type of individual, should not be used. Other guidance provided by the AGCO regarding the interpretation of the Standards relating to advertising and marketing may be found at https://www.agco.ca/bulletin/2024/agco-releases-guidance-support-implementation-revised-standard-igaming and https://www.agco.ca/blog/lottery-and-gaming/mar-2022/important-information-advertising-and-marketing-ontarios-new. Must ensure that all marketing, including advertising and promotions is truthful and does not mislead players or misrepresent products. This means that at a minimum, they may not: Imply that playing a lottery scheme is required in order to fulfill family or social obligations or solve personal problems. Promote playing a lottery scheme as an alternative to employment, as a financial investment, or as a requirement for financial security Contain endorsements by well-known personalities that suggest that playing lottery schemes has contributed to their success. Encourage play as a means of recovering past gaming or other financial losses. Be designed so as to make false promises or present winning as the probable outcome. Imply that chances of winning increase: The longer one plays. The more one spends, or Suggest that skill can influence the outcome (for games where skill is not a factor). Portray, suggest, condone or encourage gaming behaviour that is socially irresponsible or could lead to financial, social or emotional harm. Suggest that gaming can provide an escape from personal or professional problems. Portray gaming as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments, Suggest that gaming can enhance personal qualities, for example, that it can improve self-image or self-esteem, or is a way to gain control, superiority, recognition or admiration, Suggest peer pressure to gamble nor disparage abstention, Link gaming to seduction, sexual success or enhanced attractiveness, Portray gaming in a context of toughness or link it to resilience or irresponsible play, or Suggest gaming is a rite of passage. Offer a product or promotion that is not reasonably attainable without incurring substantial losses. All advertising and marketing materials must contain a responsible gambling message. Public advertising of gambling inducements, bonuses and credits is strictly prohibited, including targeted advertising and algorithm-based ads. Inducements, bonuses and credits may only be communicated in two ways: (1) through the operator’s gaming site or application, or (2) through direct marketing after receiving active player consent. Players must be given an opt-in process whereby they actively consent to receiving any direct advertising and marketing of inducements, bonuses and credits, and must be provided with a method to withdraw their consent at any time. Direct marketing and advertising includes but is not limited to: direct messaging via social media, emails, texts, and phone calls. Where advertising and marketing materials that communicate gambling inducements, bonuses and credits are used in a manner that complies with the Standards, such advertising and marketing must, at a minimum: Disclose all material conditions and limitations of the offer at its first presentation on the gaming site, with all other conditions and limitations no more than one click away. Not be described as free unless the inducement, bonus or credit is free. If the player has to risk or lose their own money or if there are conditions attached to their own money, the offer must disclose those terms and may not be described as free. Not be described as risk-free if the player needs to incur any loss or risk their own money to use or withdraw winnings from the risk-free bet. AGCO-registered igaming operators may not employ any “marketing affiliates” that also advertise igaming sites that operate in Ontario without AGCO registration. ## Marketing Enforcement The AGCO has sanctioned a number of its licensed igaming operators for violation of the Standards relating to marketing and advertising. In May 2022, monetary penalties were issued against BetMGM (CAD $48,000) and PointsBet (CAD $30,000) for engaging in public marketing and advertising that included inducements during the month of April 2022. BetMGM was alleged to have given notice to Ontarians of gambling inducements through its Twitter account: (i) a “$250K Launch Party” advertisement, including a contest offer where the first-place winner was to receive $100K in casino bonus; (ii) a “Bellagio” advertisement, including an offer of a $10 casino bonus in return for a $25 bet; and (iii) a “Jimi Hendrix Free Spin Friday”, including a chance to win 100 free spins in return for following the BetMGM Twitter account. In addition to violating the Standard relating to giving public notice of gambling inducements, BetMGM was alleged to have tweeted out a marketing message deemed to be misleading by the requirements of the Standards, in that it stated that “the more money you put in per bet, the higher your chance is of winning.” PointsBet was alleged to have placed posters on “GO” commuter trains and train stations and in multiple products that included an inducement to play for free. See https://www.agco.ca/blog/lottery-and-gaming/may-2022/agco-issues-monetary-penalties-betmgm-canada-and-pointsbet-canada for further details on these enforcement actions. In June 2022, monetary penalties of CAD $100,000 were issued against DraftKings Canada for engaging in public marketing and advertising that included inducements during the month of May 2022. DraftKings was alleged to have posted and aired multiple broad gambling inducements that included inducements of boosted 2:1 odds, with notice of these inducements having been distributed widely via television and social media channels. See https://www.agco.ca/blog/lottery-and-gaming/jun-2022/agco-issues-100000-monetary-penalties-draft-kings-canada-alleged for further details on this enforcement action. In August 2022, monetary penalties of CAD $48,000 were issued against Unibet for engaging in public marketing and advertising that included inducements during the month of May 2022. Unibet was alleged to have posted or aired multiple broad gambling inducements that promoted “generous welcome offers.” See https://www.agco.ca/blog/lottery-and-gaming/aug-2022/agco-issues-48000-monetary-penalties-unibet-inc-alleged-advertising for further details on this enforcement action. In November 2023, the AGCO levied monetary penalties of CAD $150,000 against PointsBet Canada Operations 1 Inc. for (among other things) ccommunicating gambling inducements, bonuses, or credits through direct advertising without active player consent. As well, despite a player having withdrawn their consent for direct advertising and marketing, PointsBet deposited credits totalling CAD $35,500 on various occasions into the player’s account, and numerous offers of free tickets to sporting events were provided. In June 2025, the AGCO penalized Well Played Media, Unipessoal LDA (operator of the Casino Days website) $54,000 for promoting what the AGCO deemed to be a deceptive bonus on its website. The AGCO alleged that the qualifying terms of the bonus encouraged high-risk gambling behaviour, such that the bonus scheme violated the Standards by (i) portraying, suggesting, condoning or encouraging gaming behaviour that is socially irresponsible or could lead to financial, social or emotional harm; and (ii) offering a promotion that was not reasonably attainable without incurring substantial losses. To qualify for the full welcome bonus of $2,000, the player had to deposit $2,000 of their own money, wager at least $70,000 (35X the deposit), keep each wager at or below $5 and complete all of these wagering requirements within 7 days. An AGCO analysis found that the average player would lose $3,640 in trying to earn the $2,000 bonus. See https://www.agco.ca/en/news/casino-days-penalized-54000-deceptive-and-high-risk-bonus-offer for further details on this instance of enforcement of the Standards in relation to encouraging high-risk player behaviour. In March 2025, the AGCO issued $110,000 in penalties to BetMGM Canada Inc. for engaging marketing companies that offered cash to members of the Ontario public in exchange for opening BetMGM accounts. This was a contravention of Standard 2.05, which prohibits offering gambling inducements, bonuses or credits to the public at large. Such offers can only be made on the operator’s website or through direct marketing to individuals who have given active consent to receiving such communications. Pursuant to Standard 1.19, an operator such as BetMGM is responsible for the actions of third parties with whom they contract, and accordingly BetMGM was responsible for the breach of the Standards committed by the marketing companies it had engaged. See https://www.agco.ca/en/news/agco-issues-110000-penalties-betmgm-canada-offering-cash-induce-new-gambling-customers for further details on this instance of enforcement of the Standards in relation to impermissible marketing of bonuses.