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Ontario’s Liberal Members of Provincial Parliament have filed a new legislation aimed at curbing the spread of online gambling advertising across the province. The proposal, known as Bill 107, the Stop Harmful Gambling Advertising Act, was introduced by MPP Lee Fairclough in the Legislative Assembly on April 20.
The bill seeks to amend the Gaming Control Act, 1992, and would prohibit online gambling operators and their business partners from running promotional campaigns in Ontario.
Supporters of the measure argue that public health has worsened since the province opened its competitive iGaming market four years ago, pointing to the rise in gambling ads as a contributing factor. “Addiction to online gambling is an emerging public health crisis in Ontario – the only province that has privatized online gambling in the country,” the bill states.
“The proliferation of gambling advertising normalizes gambling and corrupts the integrity and culture of sports. Banning the advertising of electronic gambling sites is therefore in the public interest to protect public health.”
Fairclough’s bill arrives alongside a federal initiative, S‑211, which targets sports betting advertising and has already passed the Senate, now awaiting review in the House of Commons.
Fairclough pushing for complete ban
Fairclough is calling for a full stop to online gambling advertising in Ontario. Her proposal goes further than the federal bill now before Parliament, which focuses only on sports betting promotions.
It would amend the Gaming Control Act of 1992 to ban nearly all forms of online gambling marketing in the province.
If passed, the law would block Ontario’s roughly 50 licensed sportsbooks and casinos from promoting their platforms through broadcast media, social media, or paid sponsorships. While ads originating outside the province may be exempt, operators found guilty of violating the ban could face fines of up to $1 million, and repeat offenders risk losing their provincial licenses.
Fairclough, who serves as the Liberal critic for mental health, addiction, and homelessness, introduced the bill on Monday, where it passed its first vote and was ordered for second reading.
Bill faces tough road ahead
Premier Doug Ford’s Progressive Conservative government opened the door to regulated iGaming in Ontario back in April 2022, making the province the first in Canada to launch a license‑based online gambling market. Alberta has since followed suit, with its own commercial market set to go live this July.
Fairclough has three co‑sponsors, including interim party leader John Fraser, Orléans MPP Stephen Blais, and Kingston MPP Ted Hsu. She described online gambling as a public health crisis, but her proposal faces steep political odds.
“We cannot ignore the impact that Doug Ford’s privatized online gambling is having on people across Ontario,” wrote Fairclough. “Ontario is the only province in the country that has privatized online gambling. The scale and harm of online gambling advertising is out of control.”
The Progressive Conservatives currently hold a majority of 80 seats in the Ontario Assembly, while the Liberals control just 14. With the government that created Ontario’s iGaming framework still firmly in power, the bill will struggle to gain traction despite clearing its first vote and being ordered to second reading.
CGA oppose Bill 107, cites illegal gambling risks
The Canadian Gaming Association (CGA) and its licensed members have come out firmly against Bill 107. The group stressed that Ontario already enforces some of the strictest marketing rules in North America.
Licensed operators are barred from using billboards or public ads to promote bonuses, and can only display incentives on landing pages or through direct communication with customers. Advertising must avoid targeting minors, self‑excluded individuals, or vulnerable groups, and compliance is closely monitored by thinkTV and the Alcohol and Gaming Commission of Ontario (AGCO).
According to the association, Bill 107 would “allow illegal operators to flood social media with posts, making it impossible for Ontarians to identify licensed providers while weakening the authority of the AGCO.” They warned that such a move “fails to safeguard vulnerable people or minors; on the contrary, it actually puts them at greater risk.”
The CGA concluded by urging lawmakers to maintain Ontario’s current framework, stating, “Ontario has worked hard to make its market safe – we urge the government to continue to put its players first.”
Source: Canadian Gaming Business
