Advertising remains a key area of focus when it comes to responsible gambling in Ontario, Canada.
The topic of gambling ads is one that continues to crop up in markets around the world. Do they need to be restricted or intervened on? What can operators actually promote? Is banning gambling ads a necessary measure?
This week, it’s Ontario that continues to place gambling ads in the spotlight as Stan Cho, minister for tourism, culture and gaming in Ontario, emphasised that “more needs to be done” to address gambling-related harms.
Speaking to delegates at SBC Summit Canada, Cho emphasised that advertising remains a key focal point of responsible gambling practices. However, four years on from the launch of a regulated gambling framework in Ontario, stricter advertising rules could soon be considered.
Youth protections
Cho alluded to the idea that members of the Progressive Conservative Party caucus are becoming increasingly concerned with the proliferation of gambling ads across the province and the impact that it’s having on their constituents, particularly young men and the normalisation of gambling.
“This is a growing problem,” he said. “We recognise that, and we will continue to look at advertising and what we can do to make sure that it is reasonable when it comes to online gaming.
“Now, I don’t have all the answers on what we will be looking at yet, but I had a conversation with the attorney general, and we are very seriously looking at additional measures on the advertising side to make sure this doesn’t make the problem grow.”
The debate around gambling ads is not a new one in Ontario.
In April 2026, a group of Liberal Members of Provincial Parliament (MPPs) in Ontario tabled new legislation which seeks to ban gambling ads across the province – a similar effort was made with S-211, a federal bill aimed at reining in sports betting-specific ads.
The Alcohol and Gaming Commission (AGCO) has already restricted sportsbooks and casinos from using athletes, celebrities and influencers within marketing campaigns. This was a decision made in 2024. Cho is adamant that more needs to be done.
However, the latest bill which proposed an outright ban on gambling ads failed to gather momentum, facing a significant defeat by government members of the legislature.
But despite calling for greater regulations on the gambling industry in Ontario, Cho praised the state’s gaming sector, which is worth $2.6bn and continues to boost the province’s economy by driving tourism and creating jobs.
“What started in the ’90s is a handful of casinos that evolved into a network of world-class destinations. It’s an example of success that only happens when the government works with its industry partners,” he continued.
“More than 50 years after Ontario launched Windtario, lottery gaming remains a proud part of our communities, and Ontario’s online gaming sector, of course, continues to evolve very rapidly.
“Since regulation, we’ve created one of the most successful markets in the world, and our model supports innovation and competition while prioritising player protection.
“Today, 91% of online players choose regulated sites. That’s up from 83% last year. That’s 1.2 million active players choosing to participate in the safer gambling environment. That means more gaming activity in Ontario, more jobs, revenue, and more investments.”
