AGCO Opens Consultation on New Bonus, Advertising and Responsible Gambling Rules for Ontario iGaming

14 October 2026

The Alcohol and Gaming Commission of Ontario (AGCO) has launched a consultation on proposed changes to gambling bonus rules, advertising standards and responsible gambling measures in the province's regulated online gaming market. This initiative supports AGCO's ongoing commitment to market integrity and player protection in Ontario's iGaming sector.

Ontario maintains unique restrictions regarding gambling bonus promotions. Since the market launched in April 2022, AGCO has banned the public advertising of gambling inducements including sign-up bonuses, deposit matches and other credits through most marketing channels. This prohibition extends to targeted digital advertisements and algorithm-based promotions. Operators may only offer bonuses directly on their platforms or via opt-in marketing communications.

AGCO previously issued an information bulletin clarifying these regulations: incentives such as welcome offers, stake-back promotions and multi-bet specials cannot be advertised publicly. The bulletin attracted over 1.5 million views on AGCO's website, demonstrating strong public interest in regulatory transparency. The regulator's compliance team thoroughly reviewed operator submissions, providing guidance to address potential loopholes. Updated guidelines subsequently addressed problematic practices including misleading 'risk-free' claims and opt-out marketing approaches.