Ontario lawmakers introduce bill to ban iGaming advertising amid public health concerns

Ontario lawmakers have introduced legislation that would prohibit online gambling advertising across the province, citing rising concerns over addiction and public health following the launch of the regulated market in 2022.

The Stop Harmful Gambling Advertising Act (Bill 107), introduced on April 20, 2026, by Liberal Member of Provincial Parliament Lee Fairclough, proposes amendments to the Gaming Control Act, 1992, to ban licensed operators and their marketing partners from promoting gambling through any medium, including television, social media, and sponsorships.

If passed, the bill would impose fines of up to C$100,000 ($73,500) for individuals and C$1 million ($735,000) for corporations found in violation. Repeat offenders would face mandatory revocation of their supplier registration.

The proposal comes as critics of Ontario’s competitive iGaming market argue that increased advertising has contributed to a deterioration in public health outcomes since its launch in April 2022.

Fairclough said the legislation responds to a surge in gambling-related harm in the province.

“The bill is in response to the growing public health crisis associated with gambling addiction in the province that has exploded following the province’s 2022 decision to open the online gambling market to private operators,” she said.

“Since that time, there have been 50 private gambling companies advertising and promoting their sites across platforms. We’ve also seen a substantial increase in the number of people accessing health services through ConnexOntario for gambling problems.”

Online gambling ads are everywhere — on our screens, in our sports, and in our daily lives — and it’s becoming a public health issue in Ontario.

MPP Lee Fairclough is taking action to protect young people, families, and communities by introducing legislation to ban online… pic.twitter.com/W8K4agcpVD

— Ontario Liberal Party | Parti Libéral de l'Ontario (@OntLiberal) April 21, 2026

Supporters of the bill point to data showing calls to ConnexOntario, the province’s mental health and addictions helpline, rose 144% after the market opened. Between April 2022 and September 2025, 76% of all gambling-related inquiries were linked to online gambling.

They also highlight demographic trends suggesting increased engagement among young men aged 15 to 24. Separately, one in three Canadians aged 18 to 29 is reported to participate in online gambling, with one in four of those individuals experiencing significant harm.

“It’s creating this public health crisis in front of us. I’m the mom of teenage boys, I see this in their environment, and so many people talk to me about it," Fairclough said. “There just seems to be this targeting, especially of young people and young men. So, eliminating advertising for gambling is really the first step in that,” 

Supporters of the bill contend the volume of gambling advertisements, particularly those tied to sports broadcasts and social media, has increased exposure and normalised betting behaviour and increased exposure among younger audiences. The bill draws comparisons with existing advertising restrictions on tobacco, alcohol, and cannabis in Canada.

The proposed legislation includes limited exceptions, allowing content originating outside Ontario as long as it is not primarily promotional, as well as editorial or artistic references where no commercial consideration is involved.

However, critics warn that a blanket ban could have unintended consequences. Some argue that reducing visibility of licensed operators may make it harder for consumers to distinguish between regulated and unlicensed platforms, potentially driving traffic to offshore providers.

A 2024 study commissioned by the European Casino Association found that unlicensed operators captured more than 70% of online gambling revenue in markets with strict advertising restrictions.

The bill faces an uncertain path forward, as the Liberal Party is not currently in power in Ontario, which could complicate efforts to secure its passage.