Canada will have new rules for gambling advertising starting in 2026. The changes deal with how gambling companies and government gambling sites can promote their products on TV, radio and online. Outdoor ads are included. The main focus is on audience suitability and clarity around responsible gambling notices. The timing lines up with broader shifts in how gambling works in the country, especially through regulated internet platforms.

Provincial Control and Market Layout

Gambling in Canada is handled by the provinces, not Ottawa. Provincial governments approve casinos, lotteries and online platforms. British Columbia, Quebec and Manitoba have their own gambling websites run through their lottery corporations. Atlantic provinces operate differently but follow the same jurisdictional idea. Alberta maintains casino and racing oversight through its own regulator. None of these models are new.

Ontario stands out. The province opened its regulated online gambling market in April 2022. Private gambling companies can register there. The Alcohol and Gaming Commission of Ontario (AGCO) and iGaming Ontario handle the rulebook. Operators have to verify ages, provide responsible gambling tools and meet reporting requirements. Ontario’s model is watched by other provinces but has not been copied yet.

Digital access changed participation. Grand View Research estimated the Canadian online gambling market at roughly USD 3.9 billion in 2024 and projected roughly USD 8.7 billion by 2030. That projection sits in business research reports, not in political documents, but it shows scale. Provinces looking at advertising rules have had that backdrop in mind for a few years.

There is no national licensing body for gambling. Every province does it its own way. This creates a patchwork for advertisers, media buyers and regulators, especially for channels that cross borders, such as satellite TV, streaming platforms and national sports broadcasts.

What the New Rules Are Meant To Do

The incoming rules concern advertising content, placement and presentation. They are not about payouts or gambling taxes. The updated standards state that ads should not imply that gambling leads to financial improvement or solves money problems. They also require responsible gambling information to be more visible. “Visible” can mean disclaimers at the bottom of screens, audio cues in radio spots, or written notices on outdoor placements.

On January 1, 2026, a national Code for Responsible Gambling Advertising came into effect. The Canadian Gaming Association led the development of the code with input from several gambling companies and suppliers. Ad Standards, the advertising self-regulation body in Canada, now handles complaints related to gambling advertising and sponsorship under that code. That places gambling ads inside a system that already handles alcohol, children’s advertising and misleading claims in other industries.

Provinces can still add rules. Ontario has extra requirements through AGCO. British Columbia Lottery Corporation, Loto-Québec and Manitoba Liquor & Lotteries have their own guidelines. Most of those focus on age-gating, disclaimers and avoiding material aimed at minors. Local enforcement depends on the medium. TV and radio stations have broadcast standards. Digital platforms rely on age filters. Outdoor placements sometimes get municipal review.

What This Means for Operators and Audiences

Online gambling operators will have to adjust their media materials. That includes cutting language that could be read as promises, adding responsible gambling logos or lines and verifying age targeting on social platforms. Creative teams will likely have to rework campaigns made before the new code was finalized. This applies to government-run gambling sites as well.

Media companies and advertising agencies need to check gambling ads before placing them. That means accounting departments, brand teams and legal desks become part of the chain. Several broadcasters already use clearance processes for alcohol and pharmaceutical ads. Gambling ads are now in the same group, with slightly different criteria.

For users, the main change is the tone and clarity of what they see. Instead of loud claims, ads will likely feature neutral language. People who use online gambling services may also notice more signposting about self-exclusion, account tools and age requirements. Trade publications have noted that many users already check operator licensing before depositing funds. In that sense, a trusted online platform like onlinecasino.ca is one that shows provincial licensing and responsible gambling support rather than generic branding.

Advocacy groups have raised concerns about the volume of gambling ads during sports events. Major hockey and football broadcasts carry national advertising and streaming feed inventory, which puts gambling ads in front of large mixed-age audiences. Regulators have acknowledged those concerns. There is no blanket ban, but there is an analysis of ad density, scheduling and audience composition. Some of that work sits at the broadcaster level, not just the regulator level.

Digital gambling advertising brings its own problems. Social networks can be targeted by age, but accuracy varies. App stores and mobile game environments have different rules. Provinces are watching how digital tools align with responsible gambling requirements. There is also interest in whether spending controls and self-exclusion options are visible during sign-up, not buried in settings. None of that changes because of the advertising code, but the subjects are related.

How Canada Compares Abroad

Canada is not alone in adjusting gambling advertising. The United Kingdom has restricted the use of athletes and certain public figures in gambling ads. Some European Union states restrict gambling ads during the daytime or during live sports. These policies differ in the details. The common part is concern about whether gambling ads are appropriate for youth and whether responsible gambling messages are visible enough.

Canada’s structure is more fragmented than the UK or EU because licensing is provincial. The national advertising code does not replace provincial gambling regulations. It gives media companies and advertisers one standard for content, while provinces keep control over gambling operations. This split is familiar in Canada. Alcohol advertising works similarly, with national standards for content and provincial control for distribution.

The 2026 changes do not legalize or expand gambling in the provinces. They do not open new markets. They change the way advertising appears and they create pathways for complaints through Ad Standards. Provinces remain in charge of licensing and responsible gambling policies.

Canada’s updated gambling advertising rules arrive during a period when internet gambling has become part of normal digital consumer activity. The revised standards bring gambling ads in line with other age-restricted products and give agencies and broadcasters clearer checks. With provincial systems unchanged and the national code in place, gambling advertising now sits inside a more organized structure than it has had in previous years.