Canada tightens rules on gambling ads with new responsible gaming code
The Canadian Gaming Association (CGA) has launched a new Code for Responsible Gaming Advertising to improve standards across the industry. The rules will cover all gambling, gaming and betting news aimed at Canadians, regardless of the media format used. Meanwhile, Bill S-211, which proposes a national framework for sports betting advertising, remains under consideration in Parliament.
The updated code sets out clear requirements for transparency, integrity and socially responsible advertising. It applies to every CGA member and all gambling-related promotions reaching Canadian audiences. Ad Standards, the national advertising self-regulatory body, will oversee compliance with the new guidelines.
The CGA has also announced changes to its leadership team. Scott Vanderwel, CEO of PointsBet Canada, now serves as the association’s Chairman of the Board. Brandon Aboultaif has taken on the role of Vice President for Western Canada, where he will focus on industry research, member engagement and responsible gaming initiatives. New board members include Salim Adatia, Managing Director for Gaming Laboratories International in Canada, and Mike Maodus, a partner at law firm Blake, Cassels & Graydon LLP. Their appointments come as the organisation strengthens its governance and policy work. In Parliament, Bill S-211—an act to create a national framework for sports betting advertising—is awaiting its second reading in the House of Commons. The proposed legislation does not seek an outright ban on gambling news but instead aims to regulate them and fund research into problem gaming.
The CGA’s new advertising code introduces stricter rules for gambling promotions in Canada. With Ad Standards managing enforcement, the industry now faces clearer expectations for responsible marketing. The outcome of Bill S-211 will further shape how sports betting news are controlled nationwide.
