Canada
Formation of Coalition for Responsible Sports Betting Advertising Announced
Members of the Coalition to include the NFL, MLB, MLS, NASCAR, NBA, WNBA, NHL, NBCUniversal, and FOX
Coalition Publishes Six Core Principles of Responsible Sports Betting Advertising
The formation of the Coalition for Responsible Sports Betting Advertising, a voluntary association of sports leagues and media entities committed to doing their part to help ensure a responsible approach to sports betting advertising, was announced today.
Consisting of the National Football League, Major League Baseball, Major League Soccer, NASCAR, National Basketball Association, Women’s National Basketball Association, National Hockey League, NBCUniversal, and FOX, the coalition has committed to implement and maintain consumer protection policies consistent with the following six principles:
- Sports Betting Should be Marketed Only to Adults of Legal Betting Age
- Sports Betting Advertising Should Not Promote Irresponsible or Excessive Gambling or Degrade the Consumer Experience
- Sports Betting Advertisements Should Not Be Misleading
- Sports Betting Advertisements Should Be In Good Taste
- Publishers Should Have Appropriate Internal Reviews of Sports Betting Advertising
- Publishers Should Review Consumer Complaints Pertaining to Sports Betting Advertising
“As the legalization of sports betting spreads nationwide, we feel it is critical to establish guardrails around how sports betting should be advertised to consumers across the United States. Each member of the coalition feels a responsibility to ensure sports betting advertising is not only targeted to an appropriate audience, but also that the message is thoughtfully crafted and carefully delivered.”
—Joint statement from the Coalition for Responsible Sports Betting Advertising
Coalition for Responsible Sports Betting Advertising Principles:
1. Sports Betting Should be Marketed Only to Adults of Legal Betting Age.
The content of sports betting advertising, marketing and promotion should primarily appeal to individuals of legal betting age, and sports betting should never be endorsed or otherwise promoted by any person who is, or appears to be, below such legal age.
Sports betting promotional materials should (i) only appear in media where a significant majority of the audience is reasonably expected to be of legal betting age and (ii) never primarily appeal to children in content or theme.
2. Sports Betting Advertising Should Not Promote Irresponsible or Excessive Gambling or Degrade the Consumer Experience.
Sports betting advertisements should always contain a clear, prominent responsible gaming message, including information on responsible gambling resources, and never be directed to individuals known by the advertiser to be self-excluded. Gambling advertising, promotion and other integrations that encourage irresponsible gambling or degrade the consumer experience (e.g., by appearing excessively) should also be avoided.
3. Sports Betting Advertisements Should Not Be Misleading.
Sports betting advertisements should never be false, deceptive or misleading. For example, sports betting advertisements and marketing should not promote unrealistic expectations of financial gain, or suggest that social, financial or personal success is guaranteed by engaging in sports betting. Nor should any such messaging state or imply that a bet is without risk if the customer must incur any loss, or risk the customer’s own money, to use or withdraw winnings from such bet.
4. Sports Betting Advertisements Should Be In Good Taste.
Sports betting advertisements should (i) adhere to contemporary standards of good taste applicable to all commercial messaging, taking into consideration the applicable medium and advertising context and (ii) never undermine public perception of sports or their integrity.
5. Publishers Should Have Appropriate Internal Reviews of Sports Betting Advertising.
Publishers showing sports betting advertising should (i) provide appropriate training to their relevant employees regarding responsible sports betting advertising policies and (ii) implement internal processes to ensure compliance with such policies. To the extent possible, such processes should include a separate review of advertising and marketing materials by company employees outside the marketing and sponsorship departments.
6. Publishers Should Review Consumer Complaints Pertaining to Sports Betting Advertising.
Publishers showing sports betting advertising should develop and implement a process to review consumer complaints pertaining to that advertising.
Coalition of Responsible Sports Betting Advertising Quotes
National Football League
David Highhill, General Manager, Sports Betting
“We’re proud to join these prominent sports industry stakeholders in this important effort. Legalized sports betting offers fans another way to engage with their favorite sports, but just as we must support problem gambling prevention and resourcing, we must also remain mindful of how sports betting is presented and advertised to consumers, and this coalition should greatly aid in that cause.”
Major League Baseball
Kenny Gersh, Executive Vice President, Media & Business Development
“Forming this coalition with fellow leaders in sports and entertainment is another important step for our industry as legal sports betting continues to grow. While providing new fan engagement opportunities to enjoy our sport in more ways, we have to continue to be mindful and deliberate with how these sports betting options are presented and to whom they’re directed. Layering this coalition’s work in the advertising arena on top of our efforts to promote responsible gambling and address problem gambling challenges will lead to more thoughtful planning and implementation across the board.”
Major League Soccer
Chris Schlosser, Senior Vice President, Emerging Ventures
“As betting on soccer continues to have a strong presence around the world, it becomes increasingly imperative to educate the fans about responsible gambling. A big part of this is how sports betting is marketed and promoted. That’s why we are committed to joining this important coalition of leaders in the sports industry. This is an opportunity to work together to implement guardrails and ensure that sports betting advertising is done appropriately and thoughtfully.”
NASCAR
Joe Solosky, NASCAR Managing Director of Sports Betting
“As the number of fans engaging with our sport continues to grow through the legalization of sports betting and gaming, it is critical that we play a meaningful role as a coalition member to ensure the availability to bet on sports is presented to fans in an appropriate and responsible manner. Moving forward in this space, responsible sports betting advertising will join responsible betting education as the two pillars that make up the foundation of our gaming strategy.”
National Basketball Association, Women’s National Basketball Association
Scott Kaufman-Ross, Head of Gaming and New Business Ventures, NBA and WNBA
“The NBA and the WNBA are proud to join this coalition of industry leaders dedicated to prioritizing and standardizing responsible sports betting advertising. These fundamental efforts will contribute to creating a safe, entertaining and sustainable market for sports fans to engage with legalized sports betting.”
National Hockey League
Keith Wachtel, NHL Chief Business Officer
“As more sports fans have the opportunity to legally and responsibly bet in their home states, the fan experience continues to be one of our utmost priorities. We are proud to be part of this coalition of leagues and media entities to publicly state our ongoing commitment – with our partners – to promoting responsible advertising for sports betting.”
FOX
Mike Mulvihill, Executive Vice President, Head of Strategy and Analytics, FOX Sports
“FOX and FOX Sports are proud to be charter members of this broad and important coalition. As America’s leader in live sports, we are committed to providing fans a responsible and ethical engagement with sports betting, keeping the integrity of the games and our broadcasts at the forefront at all times.”
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AGCO
Canada’s Ontario iGaming Market in 2026: Advertising Rules, Self-Exclusion and the Next Phase of Regulation
Ontario’s regulated iGaming market has moved beyond its launch phase. In 2026, the bigger story is no longer market entry. The focus has shifted to advertising oversight, player protection, and long-term regulatory credibility.
Ontario launched its competitive iGaming framework in April 2022. Since then, it has become one of North America’s most important regulated online gambling markets. Today, the province stands out not only for its size, but also for the way it is refining rules around compliance and responsible gambling.
Ontario’s iGaming market is entering a more mature phase
The market has already reached a significant scale. According to iGaming Ontario’s 2024–25 annual report, Ontario recorded C$82.7 billion in wagers and C$2.9 billion in gaming revenue during the fiscal year. The market also counted 50 operators and more than 2.6 million active player accounts by year-end.
These figures show that Ontario is no longer an early-stage regulatory experiment. It is now a large and established online gambling market. That matters because mature markets face different questions. At this stage, success depends not only on growth but also on visibility, public trust, and consumer safeguards.
Advertising rules are becoming more important in 2026
Advertising has become one of Ontario’s most important regulatory themes. Operators must still follow AGCO’s Registrar’s Standards for Internet Gaming, which set rules on marketing, inducements, and protections for vulnerable groups.
A new layer of scrutiny now adds to that framework. From January 1, 2026, Ad Standards began accepting complaints under the Canadian Code for Advertising of Gambling. This change gives the market a more visible complaint and review structure for gambling ads.
This development matters for several reasons. It strengthens accountability. It also shows that gambling regulation in Ontario is expanding beyond licensing and market launch. Regulators and industry bodies are now paying closer attention to how operators communicate with players and the wider public.
Ontario is entering a new stage of public scrutiny
As regulated gambling grows, public attention tends to shift. Early debate usually focuses on whether the market should exist. Later, it focuses on how the market behaves. Ontario now appears to be in that second phase.
Ad Standards’ review of gambling advertising complaints from April 2022 to April 2025 reflects that shift. In the early period, many complaints challenged the overall presence of gambling ads. Later, more complaints focused on the content of specific ads. Ontario also generated the largest share of gambling advertising complaints in the most recent period covered by the report.
That change suggests a more mature public conversation. People are no longer reacting only to the existence of the market. They are paying closer attention to how the market presents itself.
Centralized self-exclusion marks a major regulatory step
Ontario is also moving forward on player protection. In December 2025, the AGCO announced standards for a centralized self-exclusion program for iGaming. iGaming Ontario has also identified this initiative as a major strategic priority.
This step matters because it moves the system beyond operator-by-operator self-exclusion. A centralized model can create a more consistent approach across the regulated market. It also shows that Ontario is trying to strengthen responsible gambling tools in practical ways, not only through policy language.
For the industry, this signals a broader shift. Ontario is no longer focused only on market growth. It is also building the infrastructure needed for long-term oversight and safer play.
Strong channelization does not end the policy debate
Ontario has performed well on channelization. According to an AGCO-commissioned Ipsos study, 86.4% of Ontario online gamblers used regulated sites in early 2024. iGaming Ontario later reported an 83.7% channelization rate for 2024–25, noting that the change remained within the survey’s margin of error.
These numbers matter because they show that the legal market is attracting users away from unregulated alternatives. That is one of the main goals of a regulated online gambling model.
Still, strong channelization does not settle every issue. Once a regulated market captures most of the activity, expectations rise. Policymakers, media, and the public begin asking harder questions about advertising pressure, player safety, and the overall tone of the market. Ontario is now entering that stage.
Why Ontario matters for the wider Gaming Americas market
Ontario remains one of the clearest case studies in North America. It shows what happens after a successful market launch. Many jurisdictions still focus on legalization, licensing, and tax structure. Ontario shows that the next challenge is maintaining legitimacy once a market becomes large, visible, and commercially successful.
That is why Ontario deserves attention in 2026. The province is no longer trying to prove that regulated iGaming can work. It is showing how a mature market handles advertising oversight, public scrutiny, and stronger player protection measures.
The next phase is about credibility
Ontario’s next chapter will likely depend on balance. The market must remain competitive and attractive to operators. At the same time, it must show that regulation can support player protection and public confidence.
That makes Ontario one of the most important gambling regulation stories in North America this year. The biggest question is no longer whether the model works. The real question is whether the model can keep its credibility as the market grows and public scrutiny increases.
The post Canada’s Ontario iGaming Market in 2026: Advertising Rules, Self-Exclusion and the Next Phase of Regulation appeared first on Americas iGaming & Sports Betting News.
CasinoCanada.com has revamped its bonus display, introducing a new Bonus Card system that makes it easier to understand, compare, and claim offers.
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The post CasinoCanada.com Launches Revamped Bonus Cards appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
CasinoCanada.com has updated its bonus presentation, unveiling a redesigned Bonus Card system that simplifies understanding, comparison, and claiming of offers.
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CasinoCanada.com will continue expanding and refining the product, with upcoming visual enhancements and additional functionality already in development.
The post CasinoCanada.com introduces redesigned Bonus Cards appeared first on Americas iGaming & Sports Betting News.
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