New Rules Shape Canadian Gambling Advertising in 2026

Canada began 2026 with a major regulatory development affecting how gambling promotions are delivered to the public. A new national advertising framework for gaming, betting, and online gambling came into effect, introducing uniform expectations across multiple media channels and assigning oversight to Ad Standards. The initiative adds a new layer to the country’s existing gaming regulatory environment and integrates standards related to digital marketing, influencer participation, and responsible gaming messaging.

The new advertising code was developed by the Canadian Gaming Association in consultation with industry stakeholders. It applies to advertising aimed at Canadian audiences across digital, social, television, print, and outdoor channels. According to Ad Standards, compliance with the framework will ensure advertising is clear and accountable. The rules apply to CGA members and other authorized operators active in the Canadian market.

CGA President and CEO Paul Burns described the initiative as reinforcing the industry’s commitments in this area. He stated that the document clarifies acceptable practices and flags content that does not meet the standards. The CGA incorporated influencer-related guidance and recommended that operators avoid targeting users under 21 on social media. Burns also noted that the code will be evaluated and updated as regulatory circumstances evolve.

In scope, the document defines terms such as advertising, advertiser, affiliate, verified player, and gaming. It establishes that affiliates and influencers fall within the definition of advertiser. The framework covers truthful presentation of gaming activities, conditions governing depiction of gambling behavior, and rules for responsible gambling statements. It specifies that consumer and competitor complaints may be reviewed by Ad Standards under this code and the Canadian Code of Advertising Standards. The code supplements federal and provincial law rather than replacing it, and members are responsible for internal processes to verify compliance.

Influencer advertising had been the focus of regulatory attention years before gambling-specific rules were drafted. In 2016, Ad Standards introduced Interpretation Guide No. 5 to address misleading content by requiring disclosure of material connections between influencers and brands. Disclosure must appear prominently and alongside the advertising message. Within the new gambling code, clause 7 outlines requirements affecting influencer-generated reviews, recommendations, and statements of preference.

The document was updated in 2025 to elaborate on several points, including distinctions between gifted products and event invitations, use of paid partnership tools, programmatic disclosures, content intended for minors, and labeling of content created with AI or virtual influencers. Influencers and affiliates are explicitly included in the scope of the gambling advertising code.

The framework includes rules governing responsible gambling messaging, including the directive to include a “play responsibly” statement. It also restricts inducements such as bonuses, credits, or other similar offers from being advertised publicly except in limited scenarios, such as direct communication to verified players who have provided active consent or through age-gated venues where permitted.

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Ontario became the first Canadian jurisdiction to launch a regulated iGaming market on 4 April 2022 through the Alcohol and Gaming Commission of Ontario and its Registrar’s Standards for Internet Gaming. The newly implemented advertising rules do not displace that structure. Ad Standards began receiving reports of potential advertising violations on 1 January 2026. The framework assigns responsibility for administering gambling advertising by operators and suppliers to Ad Standards.

A second Canadian jurisdiction entered the regulated space shortly after the rules were activated. On 14 January 2026, Alberta opened registration for private operators seeking to participate in its open gambling and sports betting market. The registration stage marks a new phase for Alberta’s gaming sector and coincides with wider interest in online gambling in Canada. Prospective operators must register through the Alberta Gaming, Liquor and Cannabis Commission and secure a commercial agreement with the provincial iGaming corporation.

Through the combination of new advertising standards and expanded jurisdictional activity, Canada’s gaming sector now operates under a more comprehensive set of expectations related to how gambling content may appear on public-facing platforms. The code establishes national advertising parameters while provincial systems continue to regulate gaming operations.

Source:

Code for Responsible Gaming Advertising, Canadian Gaming Association, Updated December 18, 2025/In Effect January 2026. [pdf]