With the start of 2026, the Canadian Gaming Association has released an updated Code for Responsible Gaming Advertising. The revised rules reinforce the association’s commitment to responsible marketing practices, whilst the country’s regulated online casino and sports betting markets continue to expand.
The modified code will come into effect in January 2026 and applies to all gambling, gaming, and betting advertising communicated to Canadians by CGA members and other signatories, across all media formats. It’s administered by Ad Standards to complement the existing federal and provincial laws and regulations.
Canada’s Industry Expands to New Heights
Over the last couple of years, Canada has seen tremendous growth in its online casino and sports betting sectors. The federal government decriminalised single-event betting, which paved the way for the opening of Ontario’s competitive iGaming market. Alberta is also on track to kick off a similar regime.
Naturally, the interest from all the gaming brands and sportsbooks has led to a flood of gambling ads across media. That’s why the Association has decided to update its Code for Responsible Gaming Advertising and make it clearer for bettors.
A Framework Built on Transparency and Consumer Trust
The Association believes that the updated code should ensure greater transparency and clarity across gambling advertisements for Canadians. According to the code, all ads must present gaming products honestly, and without exaggerating potential rewards or misrepresenting the nature of games or betting results.
Furthermore, the code specifically prohibits claims that suggest everyone can win or that losses will eventually be recovered by committing to the play. It also bans ads that state that spending more time or money increases the likelihood of success.
Advertisers must also clearly disclose all material terms and conditions related to the promoted gaming offers. This includes minimum deposits, wagering requirements, or restrictions on withdrawals. Marketing language that describes offers as “free” is forbidden unless participation actually involves no financial risk for the consumer.
Bolstering Social Responsibility
One of the key objectives of the revised code is to ensure that gambling is presented as a form of entertainment rather than a means of making cash. Advertising must depict moderate play and may not suggest that gambling offers stress relief, instant gratification, or an escape from the everyday problems.
The updated code also states that ads which show gambling interfere with work, family responsibilities, or social relationships are banned. Scenes depicting extended or continuous play, such as gambling from morning until night, are deemed non-compliant.
In addition, advertisers are prohibited from using urgent or pressure-driven messaging, including countdowns or language designed to create anxiety around missing out.
Stricter Measures to Protect the Youth
The CGA’s updated standards significantly reinforce protections aimed at preventing underage exposure to gambling advertising. All ads must be clearly targeted to adults and must not appeal primarily to individuals below the legal gambling age
The use of cartoon characters, fairy-tale figures, holiday icons such as Santa Claus, or celebrities and influencers with youth-heavy followings is prohibited. The code also restricts the use of athlete, active or retired, in gaming advertising, except when promoting responsible gambling initiatives.
Placement rules are also tightened. Gambling advertisements cannot appear within 200 metres of elementary or high schools, on most college or university campuses, or in media where a significant portion of the audience is underage.
For broadcast media, at least 80% of the audience must be of legal gambling age, while digital platforms must employ age-targeting tools to prevent ads from reaching users under 21.
Heavy Restrictions on Bonuses, Promotions, and Inducements
One of the most notable aspects of the updated code is its firm stance on inducements. Advertising that promotes bonuses, credits, rewards, “risk-free” bets, or similar incentives is largely prohibited in public-facing media
Such offers may only be communicated through an operator’s own gaming website, approved age-gated affiliate sites where permitted by law, land-based casinos operating under applicable regulations, or direct marketing to verified players who have provided active consent.
The code also discourages operators from allowing promotional offers to appear in social media comments, recommending that comments be disabled or actively moderated to ensure compliance.
Mandatory Responsible Gambling Messaging
To reinforce consumer awareness, the updated code requires that all gaming advertisements include clear and conspicuous responsible gambling statements. At a minimum, ads must include the phrase “Play responsibly,” with best-practice guidance encouraging references to provincial mental health and gambling support resources
These requirements apply across social media, digital advertising, broadcast television, radio, and video streaming platforms, with messaging tailored to the format to ensure visibility or audibility.
Oversight, Complaints, and Future Reviews
The code may be voluntary, but the CGA emphasises that it establishes a benchmark for socially responsible advertising within Canada’s gaming industry. Consumer and competitor complaints may be reviewed and adjudicated by Ad Standards under both the CGA code and the Canadian Code of Advertising Standards
The CGA has committed to reviewing and updating the code every three years, or sooner if required, to respond to regulatory developments or changing public expectations, positioning the framework as a living document within Canada’s evolving gaming landscape.
