However, the initiative’s success caused an increase in gambling advertisements, which alarmed experts in the province. The new framework saw over CA$35.6 billion in betting handles in the first 12 months and the launch of dozens of private operators. In April 2022, Ontario became the first Canadian province to open its online gambling sector for third-party operators. However, stakeholders noted they need some clarity on the changes. These new rules were announced in the summer and prohibit the use of celebrities and athletes in advertising and marketing.
The Alcohol and Gaming Commission of Ontario has opened a dialogue with iGaming operators in the province’s market regarding the new sports betting and gaming advertising standards.
