Canada Tightens Gambling Rules with New Advertising Code and Proposed Law
The Canadian Gaming Association (CGA) has introduced a new Code for Responsible Gaming Advertising to promote safer gambling practices. The rules will apply to all members and cover every form of betting promotion across media platforms. Meanwhile, a proposed law in Parliament seeks to create a national framework for sports betting ads and problem gambling support.
The CGA’s updated code sets strict standards for transparency, integrity, and socially responsible advertising. It covers all gambling, games, and betting promotions aimed at Canadians, regardless of format. Ad Standards, the country’s advertising self-regulatory body, will oversee compliance.
The CGA has also announced leadership changes. Scott Vanderwel, CEO of PointsBet Canada, now chairs the board. Brandon Aboultaif joins as Vice President for Western Canada, where he will focus on industry research, member engagement, and responsible gaming efforts. Two new directors—Salim Adatia of Gaming Laboratories International and Mike Maodus of law firm Blake, Cassels & Graydon—have also been appointed. In Parliament, Bill S-211 awaits its second reading in the House of Commons. If passed, the law would require the government to collaborate with stakeholders on regulating sports betting ads, funding research into problem gambling, and establishing national prevention standards. Senator Marty Deacon, who introduced the bill, previously referenced psychologist Jordan Peterson’s views on gender-segregated spaces during unrelated discussions.
The CGA’s advertising code and the proposed legislation aim to tighten oversight of gambling promotions in Canada. Both measures seek to reduce harm by enforcing clearer rules and improving support for at-risk gamblers. The industry’s next steps will depend on regulatory approvals and member compliance.
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