Ontario Operators May Face New Advertising Restrictions
Concerns Over Gambling Advertisement Exposure in Ontario
Ontario has made significant progress in guiding players towards licensed gambling operators. Despite this success, local authorities recognize that further steps are necessary, particularly in the area of preventing gambling-related harm. As part of these efforts, regulators are scrutinizing the increasing volume of gambling advertisements across the province. To address this, Ontario plans to study how other leading regions manage gambling ads and adopt effective policies accordingly.
Rising Exposure Among Young Ontarians
Ontario’s Minister of Tourism, Culture, and Gaming, Stan Cho, emphasized the urgent need for new advertising restrictions. Referencing a study published in the Canadian Medical Association Journal, he highlighted a dramatic rise in gambling ad exposure, especially among males aged 15 to 24, who have experienced more than a 300% increase in such advertising.
Experts in addiction, like Dr. Nigel Turner from the Centre for Addiction and Mental Health (CAMH), have expressed serious concerns about this early exposure. Teenagers are especially vulnerable to developing gambling addictions, and the surge in microbetting—small, frequent bets integrated with sports events—further intensifies the risk by making gambling more engaging and easily accessible.
“We’re worried about whether we are basically just creating a generation of gambling addicts.”
Dr. Nigel Turner, CAMH gambling addiction researcher
ConnexOntario, a 24/7 free mental health and addiction support line in the province, has observed an increase in calls related to gambling issues. Although only a small fraction of callers mention gambling harm, specialists warn that many individuals do not seek help until their situation worsens significantly. Both Cho and Turner agree that implementing stricter advertising policies now could help prevent a surge in gambling-related problems in the future.
Ontario’s Current Actions and Future Plans
Ontario’s push for advertising limits aligns with the province’s broader gambling regulation strategy. Data from Ipsos indicates that regulated gambling operators now represent over 90% of all bets placed in Ontario, marking a significant accomplishment. Furthermore, the introduction of the BetGuard tool in May provides gamblers with a self-exclusion option, enhancing the province’s commitment to harm reduction.
At present, Ontario enforces some advertising restrictions, such as banning ads during live sports broadcasts. However, some gambling companies have found ways to bypass these rules through sponsorship deals and advertisements displayed directly on sports fields. The gambling market continues to expand strongly, with consistent double-digit growth reported throughout 2025. While this has boosted tax income for the province, there are growing concerns about the accompanying social consequences.
Discussions are ongoing among Ontario officials regarding the scope of potential new restrictions. One reference point is Australia, where the government has implemented strict controls on when and how gambling advertisements can be shown, without employing extreme bans. Some policymakers in Ontario favor a complete prohibition on online gambling ads, but the majority seem to support a balanced approach aimed at protecting vulnerable groups while managing industry growth.
