AGCO Tightens Online Casino Advertising Rules in Ontario

29 October 2026

The Alcohol and Gaming Commission of Ontario has tightened the screws on online casino advertising in the province, introducing new rules that restrict how gaming operators and affiliates can market their bonus offers. Effective May 14, 2024, public advertising of bonuses, credits and inducements is now prohibited in Ontario—except on an iGaming site or through direct advertising that the consumer has first opted-in to.

Ad Targeting and Using Active Consent

The AGCO's Internet Gaming Standards, issued under Ontario's Gaming Control Act, now demand that casinos use an active consent process before serving ads to consumers. Pop-up ads, email advertising, or phone promotions can only target players who have proactively opted-in—typically by checking a box or clicking a button. And once consent is given, it can be withdrawn at any time.

Equally significant, the AGCO has moved to clamp down on public advertisements touting promotions, bonuses and payouts. All such ads are now banned from TV, radio, podcasts, influencers and streaming services. According to regulator spokesperson Susan Miller, "We're not going to permit advertising that targets vulnerable audiences. Mobile and online casinos must restrict their advertising to their own domains. We don't want to tempt people to get into trouble, or be bombarded from all sides."

Bonus Ads Must Fully Disclose What they Offer

AGCO's marketing guidelines now require gaming operators to fully disclose the "bonus" being offered at the first click. Small print is no longer good enough. If users click on a advertised credit or free-spin promotion, and are taken to a gaming site, the full terms and conditions of the bonus must be legibly displayed. Miller notes that, "We want these disclosures to be front-and-centre, loud and clear. Consumers shouldn't have to opt into anything before seeing the fine print."

The new rules also ban bonuses and credits from being described as "free", unless they really are free. Operators cannot call them "risk-free" if players must still risk their own money. So, while a $10 bonus might look good, if you must make a separate deposit to get it, it's no longer classified as free.

In 2023, AGCO proposed a further crackdown after web ads began appearing with former pro athletes endorsing sports betting. As of 2024, the use of current or former sports stars, except in responsible gambling campaigns, is no longer allowed. Restrictions also now apply to certain figures, such as YouTube stars or influencers, that already appeal to minors. AGCO chairman Rod Phillips says the gambling industry appealed heavily, but, "The AGCO listened. No amount of pushback has stopped us from cracking down on bad practices."

Improved Online Gaming Rates Expected - At a Cost

Fifteen months later, how are these measures affecting the online casino sector? AGCO data published in 2024 show supporters happy with the results. One study showed the number of problem gambling cases decreased. Figures from players showed they found clear and transparent marketing to be major positives. "Even those that describe themselves as 'high-risk' players," an AGCO publication notes, "give the thumbs-up to more transparent marketing."

Regardless of ongoing consultations and debates, AGCO's increased scrutiny of gaming advertisements means that operators must remain constantly in compliance. The regulator has not shied away from issuing hefty penalties to violators. In recent years, AGCO has handed out nearly $160,000 in financial penalties to operators BetMGM, PointsBet, and Unibet Inc. for alleged advertising violations.

Responsible gambling advocates hail the tightening of the rules as a strong move towards providing a fairer experience to consumers, especially the young and vulnerable. Miller argues that, "We don't want to target people in good faith. Instead, people will have full disclosure. Not pressured, but informed."

For operators, the landscape has thus become trickier. "In essence, you can offer a bonus, provided you base it on a deposit, disclose the risk, and don't advertise it outside of your own sites or 'opt-in' streams," Miller summarizes. "And watch that small print. Don't even think about hiding it!"