Lead brief
Ontario lawmakers have introduced Bill 107, the Stop Harmful Gambling Advertising Act, which seeks to prohibit online gambling advertising province-wide, citing escalating addiction and public health concerns since the launch of Ontario's regulated market in 2022.
Coverage frame
This piece sits inside the wider 31Casino news desk, where single developments are read against regulation, market structure, and reader relevance.
Primary source base
- ▸Ontario legislators have proposed Bill 107 to ban all online gambling advertising in the province.
- ▸The bill, tabled by MPP Lee Fairclough on April 20, 2026, aims to address concerns about gambling addiction and public health.
- ▸The proposal follows increased scrutiny of advertising since Ontario's regulated iGaming market launched in 2022.
- ▸Industry stakeholders and public health advocates are expected to lobby heavily on both sides of the issue.
What Happened
Ontario’s legislative assembly is considering an ambitious new restriction on the province’s booming online gambling sector. On April 20, 2026, Liberal MPP Lee Fairclough introduced the Stop Harmful Gambling Advertising Act (Bill 107). The bill proposes sweeping amendments to Ontario’s current gaming regulatory framework, aiming to completely prohibit all advertising related to iGaming, including online sports betting and casino services, throughout the province.
The proposal cites mounting evidence that pervasive gambling advertising, particularly since Ontario's regulated online market opened in April 2022, has enticed vulnerable populations and contributed to a surge in problem gambling reports.
Why It Matters
Ontario became a pioneer in North American online gambling regulation when it launched its open, competitive iGaming market in 2022. The market quickly became a magnet for both national and international operators, who have relentlessly targeted local audiences through sponsorships, celebrity endorsements, and a near-constant stream of digital and broadcast advertising.
Critics argue this advertising glut has normalized gambling and exposed minors and at-risk individuals to addictive products. Since market launch, health authorities and advocacy groups have reported a sharp rise in problem gambling helpline calls and in demand for addiction counselling services.
Over 70 iGaming brands — the number licensed to target Ontario consumers after the province regulated online gambling in April 2022.
For the government, the bill represents an inflection point. Banning iGaming advertising would push Ontario’s regulatory stance away from the permissive, market-driven philosophy of its original framework and align it more closely with countries like Italy or Belgium, where strict advertising restrictions are already in force.
Hundreds of millions of dollars in operator marketing spend could be affected, along with lucrative media, sports sponsorship, and tech-sector revenues. Supporters of Bill 107, largely drawn from health advocacy circles, insist drastic action is needed to counter what they see as a steep public health cost. Industry bodies, meanwhile, are warning that a blanket ban could drive players to unregulated offshore sites—a scenario the original regulatory model was designed to prevent.
Industry Context
Ontario’s iGaming market generated C$17.2 billion in wagering volume and C$1.4 billion in gaming revenue in its first year, according to the Alcohol and Gaming Commission of Ontario (AGCO). The sector employs thousands and has rapidly become an economic pillar for regional media and technology services.
Yet Ontario is not an outlier in facing a backlash over gambling marketing. Similar legislative pushes in the UK, the Netherlands, and Australia have seen tighter controls on gambling ads driven by concern for public welfare. Italy has implemented a near-total gambling advertising ban since 2019, and the Netherlands banned untargeted gambling ads in 2023.
Ontario operators and trade groups have consistently pointed to their adherence to strict advertising guidelines. The AGCO already imposes rules banning ads likely to appeal to minors, misleading promotions, or the use of celebrities with youthful appeal. Bill 107, by seeking a comprehensive ban, raises the stakes significantly for licensed operators and media partners.
Regulatory Background
Ontario’s regulated iGaming regime was designed both to capture economic value leaking to offshore operators and to provide a safer, more accountable gambling environment for residents. The AGCO, alongside iGaming Ontario, maintains licensing, consumer protection standards, and frameworks for responsible gambling.
In prior years, regulatory focus centered on operator compliance and consumer protections, not on restricting advertising outright. Requirements already exist for responsible gambling messaging in all marketing and for self-exclusion programs accessible via operator platforms and central databases.
If adopted, Bill 107 would represent a fundamental shift—pushing Ontario into the ranks of the world’s most restrictive gambling advertising jurisdictions. Stakeholders warn this could jeopardize the regulated channel's competitive position and consumer protections built upon it.
What Happens Next
Bill 107 must undergo committee readings, debate, and possible amendment before it can become law. Given polarized views among political parties, industry, and public health advocates, the coming months will likely see intensive lobbying and public consultation. Any changes in advertising law would also require modifications to current AGCO and iGaming Ontario standards and could trigger legal challenges from operators with existing advertising and sponsorship contracts.
Sources
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