Canada's casino advertising landscape underwent a significant transformation in January 2026 when new national standards took effect across the country. The Canadian Gaming Association's Code for Responsible Gaming Advertising now governs how gambling operators can promote their services to Canadian audiences, introducing strict rules for influencer marketing, bonus advertising, and responsible messaging across all media platforms. These regulations apply to digital channels, social media, television, print, and outdoor advertising directed at Canadian consumers.
The new framework emerged from growing public concern about gambling advertising practices and coincided with Alberta opening its market to private operators. You'll now see mandatory "play responsibly" messaging, restrictions on how bonuses can be advertised, and specific disclosure requirements for influencers and affiliates promoting gambling services. The code supplements existing provincial regulations, including Ontario's established iGaming framework.
Understanding these advertising restrictions matters whether you're a player trying to make sense of casino promotions or simply curious about how the industry operates in Canada. The standards reflect a shift toward transparency and social responsibility while the market continues to expand across the country.
The Canadian Gaming Association released the Code for Responsible Gaming Advertising in December 2025, with enforcement beginning on 1 January 2026. Ad Standards administers the code, which applies to CGA members and legal market participants promoting gambling, betting, and online gaming across all media formats.
The code establishes three core principles: integrity, transparency, and social responsibility in advertising. It requires truthful representation of gaming products and prohibits misleading depictions of gambling behaviour. CGA President Paul Burns noted the document provides clear guidance on acceptable and unacceptable content, including specific examples.
The framework supplements the Canadian Code of Advertising Standards rather than replacing it. Ad Standards accepts complaints from consumers and competitors regarding violations of both codes. The code applies to advertising directed at Canadian audiences through digital platforms, social media, television, print, and outdoor media.
Provincial regulators maintain jurisdiction over gambling advertising within their territories. The Alcohol and Gaming Commission of Ontario (AGCO) enforces the Registrar's Standards for Internet Gaming, which govern operators in Ontario's regulated iGaming market that launched on 4 April 2022. iGaming Ontario oversees licensed operators in the province.
Quebec operates through Loto-Québec, which manages the provincial platform and associated advertising. Alberta opened its market to private operators on 14 January 2026, with the Alberta Gaming, Liquor and Cannabis Commission handling registration and oversight. Each operator must establish a commercial agreement with the provincial iGaming corporation.
The national advertising code does not override provincial regulations. Instead, it provides baseline standards that work alongside existing territorial requirements. Operators must comply with both federal obligations, provincial rules, and the voluntary CGA Code to maintain legal market participation.
The CGA Code restricts how you can communicate promotional offers, bonuses, credits, rewards, and inducements. You may only advertise these promotions through direct marketing to verified players who have provided active consent. Public advertising of such offers is prohibited except under these limited circumstances.
Influencer advertising falls under clause 7 of the code, which requires authenticity in reviews, recommendations, and opinion content. Ad Standards originally addressed influencer disclosure in 2016 through Interpretation Guide No. 5, mandating clear identification of material connections between brands and influencers. The guidance was updated in 2025 to cover gifted products, paid partnership tool usage, affiliate programs, content for children, and AI-generated or virtual influencer content.
Affiliates and influencers qualify as advertisers under the code. The CGA recommends operators avoid targeting users under 21 on social media platforms. All influencer content must include prominent disclosure of commercial relationships placed directly next to advertising messages.
Responsible gambling messaging, as outlined in contextual information on https://skillsmatter.com, is mandatory in all gambling advertising. The code requires inclusion of "play responsibly" language across promotional materials. Operators must establish internal compliance criteria and controls to meet advertising standards.
Social responsibility extends to age verification measures and restrictions on content that might appeal to minors. The framework positions responsible gambling practices as central industry expectations rather than optional enhancements. Advertising must not portray gambling as a solution to financial problems or suggest it guarantees success.
Ad Standards began accepting reports of advertising violations when the code took effect. The organization adjudicates complaints under both the CGA Code and the Canadian Code of Advertising Standards. Bill S-269, currently under consideration by a Senate committee, proposes a national framework for sports betting advertising that would add legislative requirements to existing voluntary standards.
