The Canadian Gaming Association (CGA) has implemented its Responsible Advertising Code for the Gaming Industry (CGA Code), establishing standards for all gambling, betting, and online gaming advertising across media formats. Ad Standards, a national body, is responsible for overseeing compliance and managing advertising administration by operators and suppliers.
The CGA Code was created in collaboration with industry stakeholders to promote transparency, honesty, and social responsibility in gambling advertising. It applies to any material directed at a Canadian audience, whether distributed digitally, on social media, television, print, or outdoor platforms. Compliance is mandatory for all CGA members and other legal operators in the country, providing clear accountability for all advertising activity.
CGA President and CEO Paul Burns emphasised the role of the code in clarifying acceptable practices. “The document reinforces the industry’s existing commitments to responsible advertising. It provides a clear understanding of what is and is not acceptable and includes examples of unacceptable content,” he said. Burns added that the code will be reviewed and updated regularly to reflect evolving regulations in the sector and ensure that operators remain aligned with best practices.
Influencer Marketing Under Scrutiny
Influencer advertising has been under regulatory attention in Canada since 2016. Ad Standards introduced Interpretation Guide No. 5 to prevent misleading content, requiring influencers to disclose any material connection to a brand, product, or service. Disclosures must be clear, prominent, and placed alongside the advertising message.
Clause 7 of the CGA Code specifically addresses the authenticity of reviews, recommendations, and any statements of opinion or preference, applying to all formats of influencer content. Updated guidance in 2025 clarifies rules around gifted products versus event invitations, paid partnership tools, disclosures for content aimed at children, and labeling content created using AI or virtual influencers. These requirements provide added transparency for consumers and reinforce the integrity of marketing practices across platforms.
Regulatory Context and Alberta’s Market Launch
The CGA Code complements existing provincial frameworks. Ontario opened its iGaming market on April 4, 2022, and the Alcohol and Gaming Commission of Ontario (AGCO) established the Registrar’s Standards for Internet Gaming to regulate operators. The CGA Code, developed with industry input in 2025, provides additional guidance for social responsibility and acceptable advertising content, with Ad Standards reviewing complaints from January 1, 2026.
The introduction of the code coincides with Alberta’s new open gambling market. On January 14, 2026, the province began registering private operators to participate in iGaming and sports betting. Registration is managed through the Alberta Gaming, Liquor and Cannabis Commission (AGLC) in partnership with the Alberta iGaming state corporation, marking a significant expansion of legal gambling opportunities in Canada.
The dual launch of the CGA Code and Alberta’s open market signals a coordinated effort to ensure responsible advertising while supporting the growth of iGaming in the country. Operators now face clear rules for content, influencer marketing, and adherence to social responsibility principles, creating greater accountability in Canada’s gambling industry and promoting public confidence in gaming practices.
Source:
“Canada presents new gambling advertising rules”, gcauthority.com, January 16, 2026
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