Canada’s casino advertising framework saw a major overhaul in January 2026 with the implementation of new national regulations. The Canadian Gaming Association’s Code for Responsible Gaming Advertising sets forth guidelines for how gambling operators can market their services to Canadians, imposing strict rules on influencer marketing, bonus promotions, and responsible messaging across various media outlets. These standards encompass digital channels, social media, television, print, and outdoor advertising aimed at Canadian consumers.
The updated regulations arose from increasing public concerns about gambling advertising practices and coincided with Alberta’s market opening to private operators. From now on, there will be mandatory “play responsibly” messages, limitations on advertising bonuses, and clear disclosure requirements for influencers and affiliates promoting gambling services. This code complements existing provincial rules, including Ontario’s established iGaming framework.
New National Advertising Codes and Core Principles
Introduced in December 2025 by the Canadian Gaming Association, the Code for Responsible Gaming Advertising took effect on January 1, 2026. Administered by Ad Standards, this code is applicable to CGA members and legal market participants promoting gambling across various media. It establishes three primary principles: integrity, transparency, and social responsibility in advertising, requiring truthful representations of gaming products and prohibiting misleading portrayals of gambling behavior.
Provincial Regulatory Frameworks and Key Stakeholders
Provincial regulators hold jurisdiction over gambling advertising within their regions. The Alcohol and Gaming Commission of Ontario (AGCO) enforces standards for the regulated iGaming market. Quebec operates its gambling platform through Loto-Québec, while Alberta began allowing private operators on January 14, 2026, with the Alberta Gaming, Liquor and Cannabis Commission managing oversight. The national advertising code sets baseline standards without replacing regional regulations.
Restricted Content: Inducements, Influencer and Athlete Use
The CGA Code limits the communication of promotional offers, bonuses, and incentives, allowing such promotions only through direct marketing to verified players who have given consent. Public advertising of these offers is largely prohibited. Influencer marketing must adhere to authenticity guidelines, requiring clear identification of material connections between brands and influencers.
Responsible Gambling, Social Responsibility, and Enforcement
Mandatory responsible gambling messaging must be included in all advertising, emphasizing “play responsibly.” Advertising should not present gambling as a solution to financial difficulties or guarantee success. Ad Standards began accepting complaints about advertising violations upon the code’s implementation and is currently reviewing a Senate committee’s proposed Bill S-269, which aims to create a national framework for sports betting advertising.
