responsible advertising for igaming


thinktv, in partnership with IAB Canada, recently hosted a webinar on responsible advertising for iGaming.

The regulated iGaming marketplace is launching on April 4th, 2022 and has been created to help protect consumers as well as prevent the loss of earnings to the unregulated “grey” market which is increasingly seeping into our market and taking Canadian dollars offshore. This event was developed to educate and help the advertising industry make informed decisions as we begin to work with iGaming operators.

The webinar includes presentations from the Canadian Gaming Association, The Alcohol and Gaming Council of Ontario,  iGaming Ontario and thinktv, and collectively provide an overview of the current landscape, the rigorous advertising and compliance standards that operators must meet, as well as the preclearance process for broadcast advertising in this space.

The Alcohol and Gaming Commission of Ontario (AGCO) 

The Alcohol and Gaming Commission of Ontario (AGCO) is an Ontario provincial regulatory agency reporting to the Ministry of the Attorney General (MAG).  It is a corporation under the  Alcohol and Gaming Commission of Ontario Act, 2019.

The AGCO is responsible for regulating the alcohol, gaming and horse racing sectors and cannabis retail in accordance with the principles of honesty and integrity, and in the public interest.  In so doing, the AGCO administers the Liquor Licence and Control Act,2019, the Gaming Control Act, 1992, and the Horse Racing Licence Act, 2015 and the Cannabis Licence Act, 2018. The AGCO also administers the charity lottery licensing Order-in-Council 1413/08.

AGCO regulatory framework for internet gaming in Ontario


iGaming Ontario 

iGaming Ontario conducts and manages internet gaming in the province when provided through private gaming companies (Operators).

Established in July 2021 as a subsidiary of the Alcohol and Gaming Commission of Ontario (AGCO), iGaming Ontario brings the world’s best online gambling experiences to the people of Ontario in a safer environment. Governed by a Board of Directors, iGaming Ontario will enter into Operating Agreements with operators who meet rigorous standards of game and operator integrity, fairness, player protections and social responsibility, allowing all players to play with confidence.

A share of revenues generated by these relationships will be returned to the Government of Ontario to support provincial priorities.

iGO Policy Summary – Brand Guide

iGO Policy Summary – Marketing and Advertising Conditions

  • The information provided is point-in-time as at Mar. 7, 2022;
  • the information is subject to change by iGO;
  • the information does not represent legal advice, and prospective Operators and their commercial partners should seek independent legal advice.


 Other helpful links: