BetMGM Canada has been fined $110,000 by the Alcohol and Gaming Commission of Ontario (AGCO) for violating its Standards for Internet Gaming. The fine is related to instances in which the operator’s marketing partners reportedly offered financial incentives to people in order to persuade them to establish new BetMGM accounts.
The AGCO claims that these infractions, in which marketing firms explicitly gave the public financial incentives, happened twice in 2024. A major national trade conference even included the promotions, which increased worries about non-compliance with regulations.
Operator Responsibility and Regulatory Standards
Ontario’s gaming regulations hold operators accountable for the actions of third-party marketers. Under AGCO’s guidelines, registered operators must ensure their suppliers follow provincial laws, regulations, and standards.
Dr. Karin Schnarr, AGCO’s CEO and Registrar, reaffirmed the Commission’s commitment to maintaining responsible gambling practices.
“Responsible gambling safeguards and the protection of Ontarians on registered gaming sites is among our key priorities,” said Schnarr. “The AGCO monitors the activities of all registered operators and their third-party suppliers to ensure they are meeting our high standards and we continue to take strong action to ensure they operate within the public interest.”
Ontario remains one of the few jurisdictions with strict regulations on gambling promotions. Registered operators are prohibited from using public advertising to offer bonuses, credits, or other inducements as a marketing strategy. This regulation aims to minimize high-risk advertising and protect consumers.
Despite the fine, BetMGM has the option to appeal the decision through the Licence Appeal Tribunal. This independent body, part of Tribunals Ontario, handles appeals from operators challenging AGCO’s rulings.
Moving forward, the case serves as a reminder of the importance of regulatory compliance in Ontario’s iGaming market. Operators are expected to uphold responsible marketing standards and ensure their partners follow suit.
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