Legislation in Ontario, Canada, would put public health first by banning online gambling advertisements from dozens of licensed operators.

Ontario’s Bill 107, the Stop Harmful Gambling Advertising Act, 2026, would address online casino and sports betting ads in the province. The bill complements a plan for a national framework to restrict sports betting ads.

“Ontario is the only province in the country that has privatized online gambling.  The scale and harm of online gambling advertising is out of control,” said Ontario Liberal MPP Lee Fairclough.

Fairclough warned that online gambling could become a public health crisis.

She and several other policymakers introduced the bill in Ontario’s assembly on April 20.

Why a Ban is Necessary

An online gambling advertising ban might sound extreme. However, public health advocates say it is needed because existing regulation in Ontario is falling short.

Recognizing that youth are particularly vulnerable to gambling, in 2024, the Alcohol and Gaming Commission of Ontario banned online gambling ads that feature athletes and celebrities.

In response, the industry sidestepped the ban within days. It released commercials with celebrity athletes promoting so-called “responsible gaming” features of sports betting platforms.

Warnings to gamble responsibly have been shown in a systematic review of 166 studies to be ineffective, according to the Canadian Medical Association Journal. The World Health Organization also says they are ineffective.

What Ontario Bill 107 Would Do

The bill would amend the Gaming Control Act of 1992. It would prohibit anyone who runs or works for an “electronic gaming site” from advertising or promoting it.

The bill includes a few exceptions. Unpaid news coverage, commentary, and creative works would still be allowed.

It exempts artistic, educational, scientific, or journalistic content that mentions or depicts online gambling, as long as no compensation was provided for that reference or depiction. 

Violations of Bill 107 would result in fines of up to C$100,000 for individuals and C$1 million for corporations. 

On repeat offenses, the provincial regulator must revoke the offender’s registration to offer gambling.

Gambling Industry Responds to Ontario Bill 107

Canadian gambling industry representatives argue their regulated market is safer than the illegal market.

But legalized and regulated online gambling increases the use of addictive products. Harm from online gambling existed before Ontario licensed platforms, but now there is more, according to health experts.

Following Ontario Bill 107, the Canadian online gambling industry claimed that public health reform would actually put people at greater risk. It claims that illegal betting sites would advertise more.

“Bill 107 essentially allows illegal operators to flood social media with posts,” the Canadian Gaming Association claimed without citing evidence or data on how illegal operators’ social media activity might change. 

Social media is only part of the advertising equation. Even if posts from illegal gambling sites increase, Ontarians would be less likely to be exposed to online gambling ads through other channels addressed by the bill.

The association claimed Ontario Bill 107 would make it “impossible for Ontarians to identify licensed providers.”

“This fails to safeguard vulnerable people or minors; on the contrary, it actually puts them at greater risk,” CGA said. “Ontario has worked hard to make its market safe – we urge the government to continue to put its players first.”

On the contrary, Ontario online gambling sanctions indicate that the industry targets vulnerable individuals.