Ontario MPP Proposes Ban on iGaming Advertising

Liberal MPP Lee Fairclough introduced Bill 107, the Stop Harmful Gambling Advertising Act, in the Legislative Assembly of Ontario on April 20. The bill would bar licensed online gambling operators and their marketing partners from advertising to Ontario residents on television, social media and through paid sponsorships.

The bill passed its introductory vote and was ordered for second reading, with debate scheduled for mid-May. It would amend the Gaming Control Act, 1992, to cover roughly 50 licensed sportsbook and iGaming suppliers and firms that promote them.

The proposal frames the restriction as a public-health response, citing a 144 percent increase in calls to ConnexOntario, the province’s mental health and addictions helpline since the regulated market opened in April 2022. In a statement, Fairclough wrote, “Online gambling is becoming a public health crisis.”

Under the bill, individuals convicted of breaching the advertising prohibition could face fines up to C$100,000 and corporate violators could be fined up to C$1 million. A second conviction would require mandatory revocation of a supplier’s registration.

Political support appears limited. The governing Progressive Conservatives hold 80 seats in the Ontario legislature while the Liberals hold 14, leaving Fairclough’s party short of a majority. At the federal level, a separate bill on sports-betting advertising has passed the Senate and awaits further consideration in the House of Commons.

The Canadian Gaming Association criticized the proposal, saying Ontario already enforces strict marketing rules. The association pointed to existing prohibitions on advertising promotional bonuses outside operators’ own channels and on targeting minors, self-excluded players and other high-risk groups. The Alcohol and Gaming Commission of Ontario tightened rules in 2024 to restrict the use of athletes and celebrities in gambling advertising.

Industry groups warned an advertising ban could increase exposure to unregulated offshore operators and make it harder for consumers to identify licensed providers. Similar concerns have been raised in other jurisdictions where tighter rules for licensed operators coincided with growth in unlicensed advertising.

Ontario’s regulated iGaming market has expanded since privatization in 2022. iGaming Ontario reported C$82.7 billion in wagers and C$2.9 billion in gaming revenue for 2024-25, with about 50 licensed operators and more than 2.6 million active player accounts. Alberta plans to launch a competitive iGaming market in July.