Ontario Regulator to Ban Free Play Casino Promotions

Ontario’s gambling regulator is tightening its rules on how online casinos and sportsbooks advertise. New standards will prohibit the display of “free play” offers and limit how operators can promote bonuses across digital platforms.

Good to Know

• The Alcohol and Gaming Commission of Ontario (AGCO) will enforce the new rules starting February 2026.
• Free play or demo games can only appear after a player verifies age and account.
• The update builds on earlier restrictions banning celebrity endorsements.

The AGCO said the new measures aim to reduce gambling exposure among minors and protect at-risk players from misleading advertising. The commission noted that many promotional materials featuring “free” play have been confusing or perceived as risk-free, despite often requiring deposits later.

The decision follows growing concern about aggressive digital marketing since Ontario launched its regulated online gambling market in 2022. The regulator previously banned the use of active or retired athletes in advertisements, except for responsible gambling messaging.

Under the new rules, all promotional bonuses, inducements, and credits must appear only within a licensed operator’s own website or direct communication channels, such as verified email or mobile apps. Ads on social media or third-party websites highlighting these offers will no longer be permitted.

AGCO says enforcement teams will begin monitoring compliance in early 2026, with potential fines or suspensions for repeated violations. Operators are being encouraged to review their marketing materials ahead of the effective date.

FAQ

What will change under the new AGCO advertising rules?

Free play and bonus promotions can’t appear in public-facing ads and must only be shown to verified users.

When will the changes take effect?

The updated standards take effect in February 2026.

Who must comply with the new rules?

All licensed iGaming and sports betting operators in Ontario.

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