Do registered Ontario online casinos have to follow specific rules about how they advertise to players, and who enforces those rules?

Ontario's advertising rules for registered online casinos are genuinely detailed — and the AGCO enforces them with real teeth, including monetary penalties against operators who step out of line.

The rulebook is the AGCO's Registrar's Standards for Internet Gaming. These standards apply to all registered internet gaming operators in Ontario. The AGCO is the regulator that sets and enforces them; iGaming Ontario (which became an operationally independent agency in 2025) manages the market and has its own responsible-gambling requirements that operators must meet alongside the AGCO's standards.

What the standards actually prohibit

The most significant restriction — and one that sets Ontario apart internationally — is on inducement advertising. Ontario is one of the first jurisdictions in the world to establish and enforce rules that strictly limit high-risk inducement advertising; registered iGaming operators are prohibited from offering gambling inducements, bonuses and credits as part of their broad public advertising and marketing activities. That means the blanket "sign up and get a bonus" ads you might see in other markets are off the table here. Public advertising of inducements, bonuses and credits is strictly prohibited, including targeted advertising and algorithm-based ads — and an inducement includes any offer that may persuade or encourage a person to participate, or to participate frequently, in any gaming activity, including sign-up offers, deposit offers, boosted odds, or refund offers.

Beyond inducements, marketing must be truthful and must not mislead players or misrepresent products. Ads cannot suggest gaming can provide an escape from personal or professional problems, portray gaming as indispensable or taking priority over family or professional commitments, or suggest it can enhance personal qualities like self-image or self-esteem. They also cannot suggest peer pressure to gamble, disparage abstention, or link gaming to seduction or sexual success.

On the question of who can appear in ads: registered Ontario igaming operators are prohibited from using athletes, whether active or retired, in igaming marketing and advertising, except for the exclusive purpose of advocating for responsible gambling practices. The standards also restrict the use of celebrities, role models, social media influencers, entertainers, cartoon figures, and symbols that "would likely be expected to appeal to minors." This is a meaningful upgrade from the older standard, which only barred content with a primary appeal to minors — the bar is now much lower to clear.

There's also a consent requirement for any direct marketing. Advertising and marketing materials that communicate gambling inducements, bonuses and credits are prohibited, except on an operator's gaming site and through direct advertising and marketing, after receiving active player consent. Direct marketing includes direct messaging via social media, emails, texts, and phone calls. If you're getting unwanted gambling emails from a registered Ontario operator, that's a potential standards violation.

One more thing operators can't do: the accountability for meeting advertising standards is held by igaming operators themselves, and operators are responsible for ensuring that any third parties they contract — including marketing affiliates advertising on the operator's behalf — also meet the standards. So if an affiliate site runs a non-compliant ad for a registered operator, the operator wears that violation.

Who enforces it, and how seriously?

The AGCO handles enforcement, and it does act. The AGCO served BetMGM Canada Inc. with an Order of Monetary Penalty of $110,000 for violations of the Registrar's Standards for Internet Gaming — specifically for inducement advertising infractions. Unibet faced similar penalties earlier. The AGCO continues to monitor the rollout of the igaming market carefully and proactively, including reviewing the advertising and marketing practices of registrants, with a focus on high standards of responsible gambling and player protection.

All advertising must also include a responsible gambling message — ConnexOntario (1-866-531-2600) is the support line players should see referenced on regulated sites. Speaking of which, legitimate registered operators display both the iGaming Ontario logo and the BetGuard logo; if you don't see those on a site, it's not operating in the regulated Ontario market and none of these protections apply to you. You can verify any operator's registration status through the official iGaming Ontario registry at igamingontario.ca.