Canada Gambling Advertising Rules

Why the rules are provincial

Section 207 of the Criminal Code, "Permitted lotteries", allows lottery schemes conducted and managed "for the government of a province, either alone or in conjunction with the government of another province." In practice each province decides how gambling is offered within its borders. The platforms reflect this: Google's Canada row says sports betting, online casino and fantasy sports operators "must be licensed by the relevant province and target only that province."

This page focuses on Ontario, whose standards for registered private operators are published in detail. If you target another province, check that province's own rules first.

Ontario: AGCO advertising standards

The Registrar's Standards for Internet Gaming set the rules for registered operators. The Marketing and Advertising section, last updated May 14, 2026, includes:

• Standard 2.03, targeting. Marketing "shall not target high-risk, underage, Self-Excluded Persons, or Centrally Self-Excluded Persons" to participate in lottery schemes. It must not use themes or language "intended to appeal primarily to minors" or "social media influencers, celebrities, or entertainers who would likely be expected to appeal to minors."
• Standard 2.04, truthfulness. "Marketing, including advertising and promotions, shall be truthful, shall not mislead players or misrepresent products."
• Standard 2.05, inducements. Inducement, bonus and credit advertising is prohibited "except on an operator's gaming site and through direct advertising and marketing, after receiving active player consent." The guidance says "This standard prohibits all public advertising, including targeted advertising and algorithm-based ads."
• Standard 2.06, free offers. Offers must "Not be described as free unless the inducement, bonus or credit is free."
• Standard 2.08, messaging. "Advertising and marketing materials shall contain a responsible gambling message."

Standard 2.05 is the rule that most changes campaign plans. A bonus that is fine to promote in the UK cannot appear in a public Ontario ad at all. The bonus advertising rules guide compares the markets.

Athletes and celebrities

The AGCO announced on August 29, 2023 that, from February 28, 2024, registered operators may not use "active or retired athletes" in iGaming advertising where the athlete has an arrangement with an operator or supplier, "except for the exclusive purpose of advocating for responsible gambling practices." Content using celebrities, role models, influencers, entertainers or cartoon figures that "would likely be expected to appeal to minors" is also prohibited.

Minimum age

The AGCO's site access standard bars "An individual under 19 years of age where the gaming site is an iGaming site," with an exception for people aged 18 or over who use the site only to buy a lottery ticket. Other provinces set their own ages. The age restrictions guide explains how to set targeting for each.

The federal bill on sports betting ads

A Senate bill, S-211, the National Framework on Sports Betting Advertising Act, was introduced on May 28, 2025 in the 45th Parliament. It passed the Senate on October 21, 2025, had House of Commons first reading on November 5, 2025 and second reading on April 22, 2026, when it was referred to the Standing Committee on Canadian Heritage. LEGISinfo lists it as "At consideration in committee in the House of Commons". It is not law. An earlier version, S-269, passed the Senate on November 5, 2024 but never received first reading in the House before that session ended. Watch the change tracker for any real change.

Platform rules for Canadian audiences

X has allowed single-event sports betting ads in Canada since April 2022 and affiliate ads since May 2023, both with restrictions and prior authorization. See the X gambling policy page.

Help

In Ontario, ConnexOntario offers free, confidential help around the clock on 1-866-531-2600. More services are listed on our safer gambling page.

Questions

Can I advertise a casino welcome bonus in Ontario?

Not in public advertising. AGCO Standard 2.05 allows inducements, bonuses and credits only on the operator's gaming site and in direct marketing to players who have actively consented.

Is there a national law on sports betting ads in Canada?

Not yet. Bill S-211 proposes a national framework, but it had not become law when we checked on October 28, 2026.

Can an Ontario iGaming ad feature a retired hockey player?

Only to advocate responsible gambling. Since February 28, 2024, the AGCO bars active or retired athletes in iGaming ads otherwise.

Sources

1. Justice Laws Website, Criminal Code, section 207: Permitted lotteries, current to September 30, 2026.
2. AGCO, Registrar's Standards for Internet Gaming: Responsible Gambling (export), Marketing and Advertising section last updated May 14, 2026.
3. AGCO, Marketing and Advertising, last updated May 14, 2026.
4. AGCO, AGCO to ban athletes in Ontario's igaming advertising to protect minors, August 29, 2023.
5. AGCO, Gaming Site Access and Minimum Age Requirements, no date shown.
6. Parliament of Canada, LEGISinfo, S-211 (45th Parliament, 1st session): National Framework on Sports Betting Advertising Act, At consideration in committee in the House of Commons; House second reading April 22, 2026.
7. Parliament of Canada, LEGISinfo, S-269 (44th Parliament, 1st session): National Framework on Advertising for Sports Betting Act, Senate third reading November 5, 2024.
8. Google Ads Policies Help, Gambling and games (official English version), no date shown.
9. Microsoft Advertising, Gambling and contests editorial guidelines, no date shown.
10. X Business, Gambling content, no date shown.
11. X Business, X Ads Policy Update Log, entries dated by month.
12. AGCO, Safer gambling, no date shown.

All pages checked October 28, 2026. How we choose sources: data sources.