1. Home
2. Online Casinos in Ontario Prepare for Tightened Bonus Advertising Rules Effective February 2026

Online Casinos in Ontario Prepare for Tightened Bonus Advertising Rules Effective February 2026

31 October 2026

New guidance from the Alcohol and Gaming Commission of Ontario (AGCO) significantly restricts where and how online casinos can advertise bonuses and inducements. Effective February 2026, the regulations largely ban public promotion of offers and require firms to be explicit about terms.

What Changed for Online Casino Ads in Ontario

Public advertising targeted to Ontario residents may not include any promotions, bonuses, credits or inducements, unless those landing pages or ads are on an operator's own gaming site.

In practice, this means third-party service providers, affiliate marketers, and lead-generation vendors can no longer promote offers like "200 free spins" or "$100 free" in the province. Lee Spahns, communications director at BanContact, one of the impacted vendors, called the regulator's directive "challenging for all marketing partners, affiliates and clients."

Links have been disappearing across casino bonus pages since the revised regulations took effect on 28 February 2024 under AGCO Standard 2.03. On 14 May 2024, AGCO clarified that the restrictions "apply regardless of whether the targeted advertising employs personal information about the individual or uses specific targeting criteria to display the communication."

While broad advertising is banned, AGCO permits direct marketing to players only after they have actively consented and may withdraw consent at any time. Players must be made aware of key bonus terms during initial disclosure on the operator's gaming site, with additional terms accessible through conditional clicks.

Observers believe the regulator's intention is to curb gambling harms. AGCO guidance links the advertising restrictions to expanded safety measures introduced in February 2024 to address concerns about minors' exposure and problem gambling risks. A June 2024 release clarified these rules apply to social media, emails, texts, and phone calls in player communications.

Player Consent and Offer Conditions

Any advertising message must include all material conditions for the offer in the initial presentation. Bonuses may not be described as free unless they are completely free, with no wagering requirements for free bet money.

Attention to consent and landing-page compliance is particularly important for affiliate marketers. In May 2024, AGCO released guidance on referral practices and warned about non-compliant advertisements. An August 2024 industry report noted that misleading "free" promotions may lead to regulatory action, including fines.

Some industry professionals expressed concerns last month when AGCO adjusted its rules around "free" offers. Lee Spahns emphasized transparency: "The new standards from AGCO are being misinterpreted as an outright ban on bonuses and free incentives." Both players and marketers expect gaming companies to take a more cautious approach. The regulator has stated it will continue taking enforcement action against advertising violations by Ontario iGaming operators.

What Comes Next for Online Casino Bonus Ads

The Ontario situation highlights the need for operators to ensure compliance. In the short term, casinos should review consent processes, examine current ads, and verify that marketing partners are following the rules.

For player-facing marketing, Lee Spahns recommends transparency. "Be explicit," he advised, suggesting bonus terms should be clear, concise, and easily accessible on casino offer pages. Operators should expect to use pop-up dialog boxes or emails for consent collection. Monitoring programs should flag any partnerships that might violate the regulations.

Most observers expect this approach to become standard. Hawkeye's compliance director noted that casino affiliates are reviewing their registration processes to meet the new consent criteria. Currently, he added, none of his affiliate companies have suspended their marketing programs.