Ontario's Online Casino Boom and the Battle Over Gambling Ads

03 November 2026

Ontario's regulated online casino market has expanded rapidly since its launch in 2022, but the province now finds itself at odds with Ottawa over the future of gambling advertising. As wagers and revenues climbed to unprecedented heights, a debate has erupted between those seeking tighter advertising restrictions and those prioritizing growth and self-regulation.

After Canada legalized single-event sports betting in 2021, Ontario launched its own regulated online gaming market in April 2022. The growth has been nothing short of meteoric. In the 2023-2024 fiscal year, Ontarians wagered a staggering $63.3 billion and generated $2.2 billion in total gaming revenue, according to the provincial government's annual report.

By the next fiscal period, that had grown even further to $82.7 billion in wagers and $2.9 billion in income. Now, there are 49 online casinos operating in Ontario with 2.1 million active player accounts, the vast majority of which have migrated from offshore gambling sites. An impressive 91% of Ontario's online gaming activity has come into the regulated market over the past four years.

But that growth has not come without concern. The volume of gambling advertising in Ontario has troubled some regulators and the federal government is now pushing for a national framework to curb the flood of ads.

A 2024 analysis by CBC found that viewers of the NHL playoffs in Ontario were exposed to 3,000 gambling messages during just seven televised games featuring Canadian teams. 95% of ads contained no information about harm reduction or age restrictions, a factor that puts regulators and public health officials on edge. Gambling advertisements appeared at a rapid-fire rate of two to three times a minute, according to CBC.

The federal government has introduced Bill C-218, a national framework for sports betting advertising, as one part of a solution. The bill passed the Senate in October 2024, and is now before the House of Commons for its third and final reading.

Ontario and Alberta, however, strongly oppose the federal initiative. Ontario Attorney General Doug Downey argues that the province already provides a modern and comprehensive model for regulating online gambling, that came into force in 2022. Bill 107, or the "Stop Harmful Gambling Advertising Act," was introduced by Ontario MPP Laurie Scott in April. The bill seeks to amend Ontario's 1992 Gaming Control Act to prohibit online sportsbooks and casinos from advertising or promoting their sites and products in the province.

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Scott opposed the federal government's approach in the legislature, and said Ontario should create its own strict regulations. The proposed legislation includes penalties of up to $1 million in fines for violations and also allows the province to revoke a license after repeat offenses.

The Canadian Gaming Association has cautioned lawmakers against going too far. CGA argues Ontario already has some of the toughest marketing rules in North America, and most gambling advertisements in the province come from licensed operators. Ontarians are already protected from seeing promotional bonuses or targeted ads, the Association contended.

"We want people to have confidence in the safety and security of regulated gambling sites," said CGA President Paul Burns. A full ban, the Association contends, could drive players back to unregulated sites.

Despite the government's existing regulatory measures, advocates across the province are pushing for stricter controls. A coalition of athletes, including former Olympian Bruce Kidd, called for a ban on gambling ads in late 2024. The group says Bill C-218 does not go far enough, because it would still allow online casinos and prediction markets to advertise.

"It requires concerted public action - by individuals, non-profits, and government - to reform gambling advertising and sports sponsorship," reads the group's statement.

Without stronger measures, gambling may become increasingly entwined with sports in Ontario, the advocates warn. As Canada debates gambling regulations, both the federal government and the province face difficult choices. Decisions made today will influence online gambling and advertising for years to come.