Since Ontario launched its regulated online gambling market, concerns around gambling-related harm have increased significantly. As a result, lawmakers are now paying closer attention to gambling advertisements and the role they may play in encouraging risky behaviour.
Ontario’s iGaming industry could soon face major changes through Bill 107 — the Stop Harmful Gambling Advertising Act. The proposed legislation seeks to prohibit advertising for online casinos and sportsbooks across television, social media platforms, sponsorships, and other promotional channels.
The bill was introduced in April 2026 by Liberal MPP Lee Fairclough and comes amid growing worries about gambling addiction, particularly among younger audiences.
Statistics reveal that since Ontario’s regulated iGaming market officially launched in 2022, addiction helplines have experienced a sharp increase in calls. This has intensified the debate around whether gambling advertising is contributing to harmful gambling habits.
Understanding Bill 107
Bill 107 proposes broad restrictions on how gambling companies can market their services. The legislation aims to update current gaming laws by preventing licensed operators and affiliated partners from promoting gambling bonuses, offers, and related promotions through channels such as television, social media, sponsorships, and digital advertising.
The proposed restrictions would apply not only to direct advertising but also to indirect promotional activities, including sponsorship deals involving sports teams and major events.
According to Fairclough, gambling promotions should be regulated in a similar way to tobacco and cannabis advertising, both of which were restricted to help protect public health.
Potential Financial Penalties
Should the legislation move forward, operators that fail to comply could face severe penalties. Companies found violating the rules may receive fines reaching up to $1 million, while repeated breaches could result in the loss of operating licences.
Individuals involved in breaking the regulations may also be subject to substantial financial penalties.
Why Are These Restrictions Being Proposed?
The push behind the bill is largely driven by troubling public health data. Reports show that calls to gambling addiction helplines have increased by 254% since Ontario’s regulated iGaming market opened in 2022.
The data is particularly alarming among younger demographics. Calls involving teenage boys reportedly increased by 144%, while calls from men aged 15 to 24 surged by approximately 337.8%.
Additionally, nearly 23.5% of people between the ages of 18 and 29 who participated in online gambling reported experiencing either financial difficulties or psychological harm.
Supporters of the bill believe these figures indicate that gambling advertisements are helping normalise risky gambling behaviour, especially among younger individuals who may be more vulnerable to aggressive marketing tactics.
The Ongoing Debate Around Gambling Advertising
Like many proposed laws, Bill 107 has created strong reactions from both supporters and critics.
Those in favour of the restrictions argue that gambling ads often glamorise betting and present it as harmless entertainment. They also believe constant exposure during sports broadcasts and across social media platforms encourages gambling participation among young people. Supporters argue that stricter advertising controls could help reduce gambling normalisation and lower addiction rates.
Critics, however, warn that banning gambling ads may unintentionally push players toward unregulated offshore gambling sites, where consumer protections are often weaker.
Industry opponents of the bill also argue that advertising allows regulated operators to compete with illegal gambling markets. A complete advertising ban, they say, could hurt legitimate companies that already follow strict responsible gambling and regulatory requirements.
The discussion highlights the ongoing challenge of balancing consumer protection with the continued growth of Ontario’s regulated gambling industry.
Will Bill 107 Pass?
At present, the future of Bill 107 remains uncertain. Since the Liberals are currently in the minority, passing the legislation may prove difficult despite growing support from mental health advocates, parents, and public health experts.
Ontario has already introduced measures to limit gambling advertisements, including restrictions on celebrity and athlete endorsements. However, many believe the overall number of gambling ads remains excessive.
Other provinces, including Alberta, are also closely monitoring Ontario’s approach as they consider their own future iGaming regulations.
What Could Happen Next?
If Bill 107 becomes law, Ontario could pave the way for broader gambling advertising restrictions across Canada, similar to those already applied to alcohol, tobacco, and cannabis promotions.
Operators may need to shift away from large-scale advertising campaigns and instead focus more on direct customer engagement, loyalty programs, and responsible gambling initiatives.
Reduced advertising exposure could potentially lower gambling addiction rates, particularly among younger audiences. However, as seen in markets like the UK, there is also concern that stricter advertising rules may encourage some players to seek offshore alternatives.
Ultimately, Ontario’s Bill 107 represents more than just a provincial issue. It reflects a much larger global discussion about casino bonus advertising, online gambling regulation, and the social impact of gambling promotions.
For players, the safest approach remains choosing licensed and regulated platforms. If you are unsure where to begin, exploring trusted Ontario casino recommendations can help you find safer gambling options.
