TORONTO — The barrage of online sports betting and iCasino commercials during sporting events could face strict new legal barriers in Ontario, provided a newly proposed legislative push gains traction.
On Monday, Liberal MPP Lee Fairclough introduced Bill 107, officially titled the “Stop Harmful Gambling Advertising Act,” at Queen’s Park. The proposed legislation seeks to make it illegal for licensed iGaming and sports betting operators in Ontario to advertise or promote their platforms across television, social media, and through paid sponsorships.
Under the provisions of the bill, licensed operators found in breach of the advertising ban would face steep penalties. A first-time violation would carry a massive fine of up to $1 million, while subsequent infractions could result in the total revocation of an operator’s Ontario iGaming license.
The introduction of the bill stems from rising concerns over problem gambling. Since Ontario fully opened its regulated online gambling market to private operators in 2022, roughly 50 licensed companies have flooded the province with promotional campaigns.
“The bill is in response to the growing public health crisis associated with gambling addiction in the province that has exploded following the province’s 2022 decision to open the online gambling market to private operators,” Fairclough stated in the legislature. She also noted a substantial spike in the number of individuals reaching out to ConnexOntario for help with gambling-related problems.
Bill 107 is co-sponsored by three additional Liberal MPPs, including interim party leader John Fraser, who previously tabled a 2023 motion attempting to tighten marketing regulations.
In Ontario, it seems like you can’t escape the constant pressure to bet on sports or gamble online.
— John Fraser (@JohnFraserOS) June 1, 2023
Watching sports, it feels like every other ad is telling you to bet on the game.
Gambling can have serious consequences, and the rules around these ads need to be stricter. pic.twitter.com/R1GHWf7pP3
The Political Reality
Despite the clear messaging and rising public fatigue surrounding betting commercials, the bill faces an uphill battle. The Ontario Liberals currently sit as the third party in the legislature, lacking the necessary power of the government or the official opposition to seamlessly pass legislation.
However, the bill strongly reflects a growing societal and political exhaustion with gambling advertisements across Canada. Regulators have already been forced to step in; the Alcohol and Gaming Commission of Ontario (AGCO) recently enacted strict restrictions prohibiting the use of athletes and celebrities in betting ads unless they are explicitly promoting responsible gambling.
Looking Ahead: The Alberta Expansion
The pushback in Ontario arrives at a critical juncture for the Canadian sports betting industry. Alberta is poised to launch its own regulated, open iGaming market on July 13. While Alberta is expected to adopt advertising regulations similar to Ontario’s recently tightened standards, the launch will inevitably trigger a new wave of aggressive marketing from operators trying to secure early market share in Western Canada.
Federal lawmakers are also keeping a close eye on the situation, with additional bills circulating in Ottawa that could soon introduce federal guardrails aimed at protecting young people and scaling back the sheer volume of gambling promotions nationwide.
Leo Falsafi is a digital marketing veteran and senior journalist at Virlan.co, where he covers the intersection of digital marketing, gaming, and breaking US trending news. With nearly two decades of hands-on experience in SEO and digital strategy, Leo has consulted for and scaled hundreds of companies. His deep industry roots allow him to deliver sharp, fact-checked insights and analysis on the trends shaping today's digital landscape.