How a proposed advertising bill could reshape iGaming marketing in Ontario

Ontario’s regulated online gambling market has achieved significant growth in the four years since it was introduced. In July of this year, the Canadian province achieved a new milestone, recording C$9.88 billion ($7.1 billion) in total wagering handle.  

However, rapid market growth in iGaming activity has attracted a growing public backlash against the saturation of advertising for sports betting and casino products in the province. Irritation at the takeover of national sports by iGaming firms, and concerns over the harms being done to younger people and vulnerable groups have continued to grow louder.  

This scrutiny has been felt by politicians, who have moved to introduce legislative changes in response to public pressure. An Advertising bill, introduced in April 2026, could significantly affect iGaming operators and affiliate marketers in Ontario.

If passed, a proposed 2026 advertising bill would eliminate traditional broadcast and sponsorship channels, shifting attention to digital acquisition. This would raise the stakes for regulatory compliance in ways not seen before.

What is the Proposed 2026 Bill?

On April 20, 2026, Ontario Liberal MPP Lee Fairclough introduced a private member's bill proposing targeted amendments to the province's Gaming Control Act. The proposed legislation seeks to introduce a total ban on online sports betting and iGaming advertising across TV, radio, social media, and sports sponsorships.

To enforce these restrictions, the bill proposes punitive penalties for non-compliance:

• Fines up to CAD $1,000,000 per violation for non-compliant operators and advertisers.
   
• Potential withdrawal of iGaming licenses in Ontario for repeated or severe breaches.

Proponents of the legislation believe a blanket ban on advertising is needed to protect vulnerable groups from gambling harm. Data from ConnexOntario, the province's mental health and addictions helpline, suggests there has been a 144% increase in inquiries following the introduction of regulated iGaming in 2022. According to the published data, 76% of gambling-related calls were related to online iGaming products.

While private members' bills face significant procedural hurdles, the proposal reflects growing political pressure to curb iGaming advertising in Ontario.

Has iGaming regulation in Ontario missed the mark?

It would appear strange to some that there is a bill working its way through the legislative assembly in Ontario, proposing a blanket ban on iGaming advertising in the province, and yet regulation has been strictly enforced since 2022.

Ontario’s iGaming regulator, the AGCO, has demonstrated a consistent willingness to enforce high standards on licensees. BetMGM, DraftKings, Unibet, and PointsBet are just a few brands that have received financial penalties from the regulator in recent years.

However, the regulator's powers only go so far and generally focus on operating practices and advertising standards. Advertising volume is something that authorities have struggled to get under control and legislative controls have done little to curb it.

Outcomes for Operators and Affiliates

If the proposed 2026 advertising bill becomes law, the relationship between licensed operators and affiliate marketers will likely change fundamentally. Those areas of change are likely to be:

1. Reallocation of Marketing Spend

With no opportunities to advertise on TV commercials, radio spots, and stadium sponsorships, operators will most likely reallocate marketing budgets toward digital channels. Affiliates providing organic search traffic, educational guides, and brand comparison information will gain new commercial interest.

2. Affiliate Management as a Regulatory Function

With proposed fines escalating to $1,000,000 per violation, a single non-compliant campaign could cause significant financial and regulatory damage to an operator. Consequently, affiliate management will shift away from a commercial growth focus to a quality discipline with compliance at the core.

3. Technological Integration and Auditing

Operators will be expected to adopt rigorous technical safeguards across their affiliate networks. Mandatory creative pre-approval workflows will be required to ensure content meets strict regulatory standards. Operators will need to invest in automated compliance monitoring tools to maintain verifiable audit trails for AGCO inspection.

4. The Threat of Black Market Activity

Industry analysts warn that completely removing legal advertising could create unintended consequences. Without public visibility for licensed sites displaying the official iGaming Ontario (iGO) logo, consumers may struggle to distinguish regulated operators from unlicensed offshore sites.

Preparing for future advertising changes

While the proposed 2026 advertising bill faces legislative uncertainty, its introduction signals a new reality in Ontario: regulatory scrutiny around iGaming marketing is likely to intensify.

The public is demanding that legislators put an end to blanket iGaming advertising in Ontario, so operators and affiliates should prepare for certain changes to iGaming marketing.

The focus on iGaming advertising in Ontario isn't to do with a lack of regulation. It is a visibility issue created by an extremely competitive market and an oversaturation of ads.

Changing marketing practices

That introduces the question: How will players find gambling products if bans on certain advertising are introduced?

What we have seen in more mature regulated markets is that players are finding brands through content that provides a level of education and engagement. iGaming brands working with affiliate partners that teach players where to play safely, or product comparisons, and truthful opinions are getting the most out of their marketing relationships. 

These opportunities can be put in place now using technology that finds high-traffic partners who meet strict compliance standards. Well-trained affiliate management teams will be able to create new partnership opportunities that will be unaffected by restrictions from any advertising bill. 

Those operators that put the systems in place now and invest in the technology to help make their digital marketing fully operational and compliant will be better placed to deal with an expected advertising shake-up in Ontario.