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Canada is once again questioning how far sports betting advertising should go. But according to government records, the problem began well before lawmakers legalized single-game wagering in 2021 or opened Ontario’s iGaming market in 2022. For years, provinces have been frustrated by offshore betting sites advertising to Canadians without oversight or tax obligations.
Grey Market Roots
Internal memos describe how unregulated operators relied on tricks like “free-to-play” promotions that secretly pushed players to real-money platforms. Complaints were already filed back in 2018 with Advertising Standards Canada. Regulators in provinces from British Columbia to Nova Scotia argued that such ads violated national standards, but enforcement barely scratched the surface.
Some offshore sites became so recognizable that their names circulated online in casual talk, the same way someone might now drop Kansino Nederland into a betting discussion. In other words, grey market brands were treated as normal, even though they operated outside provincial law.
A Justice Department memo from January 2023 confirmed what many already knew: before Ontario created its competitive market, the only legal online gambling came from Crown corporations like OLG.ca. Yet countless Canadians were already logging into offshore casinos and sportsbooks that openly advertised on TV, billboards, and websites.
Ontario’s Gamble
Ontario disrupted the old model in April 2022 when it launched iGaming Ontario. The province licensed dozens of private operators, offering everything from sports betting and poker to slots and bingo. The move generated revenue and brought safeguards like ID checks and deposit limits.
But it also sparked friction. Other provincial lotteries accused Ontario brands of advertising nationally, reaching players outside the province. Some operators even redirected Canadians straight from their ads to offshore sites. Manitoba’s lottery took Bodog to court and won an injunction that forced the brand to block access in the province.
Push for a National Framework
The spillover revived calls for federal action. Senator Marty Deacon introduced Bill S-211, the “National Framework on Sports Betting Advertising Act.” If passed, Ottawa would have to coordinate with provinces on a national set of ad rules.
Supporters point to public health concerns. A Canadian Medical Association Journal editorial argued that sports betting commercials normalize gambling for kids and should be banned during broadcasts minors watch. The piece noted that problem gambling rates among young Canadians were already double the national average in 2018, before single-game betting was legal.
Industry Resistance
The Canadian Gaming Association disagrees. Its president, Paul Burns, told a Senate committee that provinces already have the tools to regulate ads, and extra federal rules would be redundant. The CGA also insists that advertising levels are overstated. Out of 35,000 ads cleared for TV last year, fewer than 100 were for gambling.
From the industry’s view, the real danger comes from unlicensed operators, not regulated ones. They argue Ontario’s system has proven that minors can’t open accounts under a licensed framework, something that can’t be said about provinces still operating in grey zones.
Offshore Ads Keep Coming
Despite lawsuits and warnings, offshore ads continue to flood Canadian screens. Ontario’s regulator said it contacted more than a dozen platforms in 2023 demanding they stop running ads for sites like Bodog. The issue, officials say, is that such advertising makes players think these operators are legal when they’re not — and the money never returns to Canadian programs or services.
British Columbia Lottery Corporation CEO Pat Davis put it bluntly: offshore sites leave players unprotected while draining funds that could support healthcare and education.
A Debate Without End
So where does this leave Canada? Ontario’s market is praised for offering structure and safeguards but criticized for spilling into other provinces. Federal lawmakers are considering a framework but face pushback from industry. Offshore operators continue to advertise, confident they can reach Canadian players regardless of local bans.
One thing is certain: this is not a brand-new problem. Government memos make clear that concerns about online gambling ads existed long before legalization. The difference today is that regulated operators are competing for attention in the same ad spaces, raising the volume of the debate.
Older Than Legalization
Canada’s struggle with gambling ads is older than most realize. Provinces were complaining years before Bill C-218 decriminalized single-game wagering. Ontario’s bold move to open its market reignited the conversation, but it didn’t erase the grey market or its ads.
Whether Ottawa introduces a national framework or provinces keep battling on their own, Canadians will likely keep seeing ads from both licensed and unlicensed sites. The line between regulated play and offshore gambling remains blurred, and solving that problem may take more than just new laws.