Ontario Lawmakers Push Ban on Gambling Advertising

Ontario legislators are weighing a proposal that would prohibit advertising for online gambling platforms, as concerns grow about addiction rates and the broader social impact of the province’s expanding iGaming market.

The measure, known as Bill 107 or the Stop Harmful Gambling Advertising Act, was introduced by Liberal MPP Lee Fairclough. It seeks to amend existing gaming laws by banning licensed operators and their partners from promoting gambling services through television, social media, sponsorships, and other channels.

If enacted, the legislation would impose strict penalties. Companies that violate the rules could face fines of up to $1 million, while repeat offenses could lead to the loss of operating licenses. Individuals found in breach could also face significant financial penalties.

Lawmakers Cite Rising Addiction Concerns

Supporters of the bill point to data showing a sharp increase in gambling-related harm since Ontario opened its regulated online gambling market in April 2022. The province allowed private operators to enter the market as part of a broader effort to create a controlled and accountable system.

Since that shift, calls to ConnexOntario, a provincial helpline offering support for mental health, substance use, and gambling issues, have surged. Reports indicate a 254 percent rise in gambling-related calls overall, with particularly steep increases among younger demographics.

A study published in the Canadian Medical Association Journal found that calls linked to gambling rose by 144 percent among teenage boys and by 337.8 percent among men aged 15 to 24. Additional research suggests that 23.5 percent of people aged 18 to 29 who engaged in online gambling reported experiencing financial or psychological harm.

Fairclough has argued that the widespread presence of gambling promotions plays a role in these trends. She said the situation resembles other regulated industries where advertising restrictions were introduced to address public health risks.

“We couldn’t trust companies to police themselves around cigarettes or around cannabis. So, we have laws in place that banned advertising on those things, those highly addictive things. And this online gambling is moving in the exact same direction as those other important public health issues,” she said, according to NOW Toronto.

She has also described the current environment as a growing crisis, stating, “It’s creating this public health crisis in front of us. I’m the mom of teenage boys, I see this in their environment, and so many people talk to me about it.”

Debate Over Advertising’s Role in Market Growth

Ontario’s regulated iGaming system introduced dozens of private operators into the market. Today, roughly 50 licensed companies promote their platforms across a wide range of media, contributing to a noticeable increase in advertising visibility.

Fairclough told lawmakers the expansion has coincided with higher demand for support services. “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,” she said. “Since that time, there are 50 private gambling companies advertising and promoting their sites across platforms. We’ve also seen a substantial increase in the number of people accessing health services through ConnexOntario for gambling problems.”

Advocates for the bill argue that the volume and reach of these advertisements have normalized gambling behavior, especially among younger audiences. Mental health professionals supporting the legislation have raised concerns about exposure through sports broadcasts and digital platforms.

The proposal draws comparisons to advertising restrictions placed on tobacco, alcohol, and cannabis products, with proponents arguing that similar safeguards are warranted for gambling.

However, not all observers agree that an outright ban would produce the intended results. Some studies of international markets suggest that strict advertising limits can lead consumers to unregulated operators, which may operate without oversight or consumer protections.

Political Hurdles and Broader Implications

Despite the urgency expressed by its supporters, Bill 107 faces significant political challenges. The Ontario Liberals, who introduced the legislation, hold a minority position in the legislature, making passage uncertain.

Still, the issue has gained traction among both policymakers and the public. Concerns about gambling promotion have intensified since Canada legalized single-event sports betting in 2021, followed by Ontario’s move to open its online market the following year.

Regulators have already taken steps to limit certain forms of advertising, including restrictions on the use of athletes and celebrities. Yet dissatisfaction with the overall volume of promotions—particularly during live sports—remains widespread.

The debate is also unfolding beyond Ontario. Federal lawmakers are considering additional restrictions, and other provinces are preparing to launch similar iGaming markets. Alberta, for example, is set to introduce its own regulated system, which could bring another wave of advertising campaigns as operators compete for market share.

Fairclough has indicated she plans to build public support for her proposal ahead of a legislative debate expected in mid-May. She is also preparing a petition to demonstrate backing for the measure.

“There just seems to be this targeting, especially of young people and young men. So, eliminating advertising for gambling is really the first step in that,” she said.

As lawmakers prepare to revisit the issue, the outcome of Bill 107 could shape how Canada balances market growth with public health concerns in the evolving online gambling sector.