As Canada continues on a transitional journey through its iGaming regulations, Amanda Brewer, senior vice president of policy and communications at the Canadian Gaming Association, emphasised the importance of striking a balance between federal and provincial oversight as the conversation around social responsibility and advertising regulations continues.
iGaming Expert: What impact do you believe the discussion around Bill S211 to regulate gambling ads federally in Canada is having?
Amanda Brewer: Although we appreciate the bill’s role in sparking a national discussion on responsible advertising standards, we believe Bill S-211 would interfere with established provincial authority. Introducing a national framework would not enhance protections; it would create overlapping jurisdictions, resulting in conflicting decisions, diminished oversight, and divided accountability. The dialogue around this issue has been frustrating, as many journalists, parliamentarians, and concerned citizens reference incorrect information that drives an emotional reaction.
For instance, the bill’s sponsor in the House of Commons asserted: “In 2024, betting ads made up as much as 21% of advertisements during Canadian broadcast games.” However, CGA has data available on its website and has shared it directly with the Minister, showing that online gaming ads accounted for only 4% of NHL broadcast ads in 2025. Nevertheless, the provocative statistic was included in the official record.
We acknowledge the concerns of individuals in provinces lacking offshore operator regulations regarding unwanted advertising and the protection of minors and vulnerable groups. However, we assert that revisions to the Criminal Code are necessary to safeguard regulated markets and facilitate the exclusion of unlicensed entities. This is the conversation we should be having.
iGX: Is there a place for federal regulation or oversight of gambling advertising in a country that gave provinces the right to regulate gaming, or would that be an overreach?
For decades, provincial regulators have been responsible for establishing and enforcing gaming rules, gaining significant expertise since the 1985 federal–provincial agreement that vested oversight authority with the provinces. This agreement stipulated that the federal government would “refrain from re-entering the field of gaming and betting … and to ensure that the rights of the provinces in that field are not reduced or restricted.”
Provincial regulators possess a comprehensive understanding of industry-specific needs and circumstances, allowing them to manage gaming advertising in accordance with principles of integrity and responsibility—an approach that may be underrepresented in a national framework. As most major gaming advertisers are provincially regulated Crown corporations, provincial oversight is crucial. Introducing a national framework could impede these efforts, potentially causing duplication, overlap, and failing to accommodate the distinct marketing and demographic characteristics present within each province.
Does Canada have a problem with fake adverts and advertising that send players to unlicensed sites, and how can that be combated?
For the past four years, land-based casinos across Canada have been targeted by scammers who use images of their venues to direct users to offshore online platforms. If you Google Rainbet, it will tell you it is restricted in Ontario, and right below will be a link to a VPN for the site. Instagram feeds are now flooded with sponsored ads for real money operators based offshore, none of whom hold licenses in Ontario.
In Ontario, there is currently no indication that Meta is actively enforcing its proof of license requirements. By transferring responsibility to regulators or individuals to report fraudulent accounts, Meta avoids direct accountability and permits scammers and other bad actors to target unsuspecting customers, including vulnerable groups who should not be exposed to these advertisements.
Once again, this underscores the necessity for reforming the Criminal Code to enhance protections for participants and to further safeguard the markets that provincial governments have sought to make more secure.
Do you feel that mainstream media coverage of gambling advertising in Canada focuses too much on the negatives? What can the industry do to change that perception?
This issue is commonly called the “unlicensed or black market that nobody wants to address”. Operators who advertise on television are regulated and provide consumer protections; however, the industry is being criticised for the influx of unregulated operators on Meta platforms that do not adhere to AGCO’s marketing standards. Additionally, there has been a notable public response to Connor McDavid’s appearance in responsible gambling advertisements, which is permitted under AGCO regulations.
We wish media would acknowledge that before Ontario launched its regulated iGaming market in 2022, about 75% of online gambling took place on unregulated sites that offered poor consumer protections. In the two years since regulation, participation on licensed platforms has risen sharply, with 85% of Ontario gamblers now choosing approved services. The change was largely due to regulated operators educating consumers about safer gambling options and providing tools and support to reduce gambling harms.
The industry supports responsible gambling and educational programs, yet these efforts are usually managed by individual operators rather than through a unified approach. When the Alberta market opens, we aim to shift the discussion by increasing awareness of national resources and support available for gambling-related harms.
What have Canada (and Alberta and Ontario’s regimes in particular) done to ensure that marketing is responsible and not excessive?
Ontario, and soon Alberta, will enforce some of the most stringent marketing policies in North America. Although advertising volume tends to increase when markets open, the approach in Ontario was responsible. The promotion of bonuses or incentives is restricted strictly to an operator’s landing page or direct customer outreach; consequently, billboards or other advertising featuring bonus or sign-up offers are not permitted.
Alberta has adopted Ontario’s advertising and marketing standards, providing clarity for operators who are already familiar with Ontario’s regulations regarding permissible practices. Minister Dale Nally has actively supported the launch of Alberta’s market, emphasising the importance of comprehensive player protections for individuals who choose to participate in gambling activities.
Prediction markets have exploded in the U.S. Where do they stand in Canada, and could they pose a threat to the growth of the regulated iGaming market?
Prediction markets have seen a rise in activity across Canada; nevertheless, they are subject to stringent regulation by the Canadian Securities Administrators (CSA) and the Canadian Investment Regulatory Organisation. Offshore platforms, including Polymarket, are prohibited and Polymarket was fined by the Ontario Securities Commission (OSC) in 2025. In 2017, the CSA imposed a ban on short-term binary options (contracts of less than 30 days or simple “yes”/“no” questions).
Companies may apply to Canadian securities regulators for national approval to operate prediction markets; however, provincial and territorial regulators like the OSC maintain authority to restrict operations within their jurisdictions as deemed necessary. Wealthsimple, an online financial services provider, is pursuing entry into the Canadian prediction trading market, and has obtained approval from the Canadian Investment Regulatory Organisation to offer forecast contracts related to economic indicators, financial markets, and climate trends—not sports or elections, which are among the most prevalent uses of prediction markets in the United States.
In Ontario, the Alcohol and Gaming Commission of Ontario (AGCO) collaborates closely with the OSC and has established that any contracts involving sports constitute gambling, which falls under AGCO regulation.
However, flyers advertising Polymarket were distributed outside the Rogers Centre during the Toronto Blue Jays’ home opener weekend, despite an existing ban on both Polymarket and its marketing efforts within the province. The promotional materials offered recipients a free $20 incentive via a promotional code, encouraging them to scan a QR code to “place a trade on today’s game.” This QR code directed users to download the Polymarket application but the app is currently unavailable in Canada.
As a result of this incident, Polymarket has once again attracted scrutiny from the OSC and it remains to be seen whether further penalties will be imposed on the company.
The Canadian Gaming Association endorses the authority of provincial securities commissions to decide whether this activity suits their province. It also recognises the role of regulators such as AGCO, AGLC, and other crown corporations in setting and maintaining standards for sports betting.
