As Ontario’s regulated iGaming market continues to grow, affiliates continue to play an important role in connecting players with licensed operators. Through website reviews, rankings, and other forms of marketing content, web affiliates can influence how players discover and choose online gaming platforms.
With this influence comes responsibility. Affiliates are an important source of information for players, and the content they create may shape players’ perceptions about which gaming websites are trustworthy and suitable for Ontario residents.
Promoting regulated operators while also featuring online gaming sites that are not authorized to operate in Ontario creates a contradictory message for players. On one hand, affiliates help direct players toward platforms that meet Ontario’s regulatory standards for fairness, responsible gambling, and consumer protection. On the other hand, promoting unregulated sites may suggest that these platforms provide a similar level of protection, even though they do not operate under the same regulatory framework.
A clear distinction between regulated and unregulated operators helps players make informed decisions and understand the importance of choosing gaming platforms that are licensed and overseen by Ontario’s regulatory authorities.
In previous articles, we explored Truthful and Non-Misleading Advertising (Standard 2.04), Inducements & Bonus Advertising (Standard 2.05), and the protection of minors and vulnerable individuals (Standard 2.03). Another important part of Ontario’s regulatory framework is ensuring that marketing activities support only operators that are properly authorized to serve Ontario players.
Standard 1.21
Operators must ensure that no independent third parties that engage in direct-to-consumer marketing, direct-to-consumer promotion, or player referral services for the Operator under contract, in exchange for commissions, or for any other form of compensation also undertake such activities related to online gaming sites that facilitate or accept wagers from players in Ontario without an AGCO registration.
Guidance: This Standard covers the activities of those entities that Operators and others in the gaming industry commonly refer to as “affiliates” or “marketing affiliates”, which are often paid or otherwise compensated to refer customers to another business’ products, services, or websites through direct-to-consumer marketing services.
Why Promoting Regulated Operators Matters
Ontario’s regulated iGaming framework was created with a focus on player protection, fairness, integrity, and responsible gambling.
Before the introduction of Ontario’s regulated market, many players accessed online gaming websites operating outside provincial oversight. These unregulated sites did not operate under the same regulatory requirements designed to protect consumers.
Players using unregulated websites could face challenges such as:
- Limited options for resolving complaints or disputes
- Lack of regulatory oversight regarding gaming fairness
- Reduced responsible gambling protections
- Unclear accountability when issues occurred
A regulated market provides a framework where operators must meet established standards and where players have greater confidence that gaming activities are conducted responsibly.
The purpose of Ontario’s regulated market is not only to provide access to online gaming but also to ensure that players have access to operators that are accountable and committed to responsible gaming practices.
The Importance of Player Protection
Affiliates are one of the first sources of information a player encounters when searching for online gaming options. Reviews, comparison websites, and informational content can significantly influence player decisions. For this reason, affiliates are an important part of the regulated gaming ecosystem.
By promoting only Ontario-licensed operators, affiliates help ensure that players are directed toward gaming platforms that meet Ontario’s regulatory requirements.
Supporting regulated operators also helps educate players about the importance of choosing licensed gaming websites rather than platforms that may not provide the same level of oversight, accountability, and protection.
When players see regulated and unregulated operators presented together without a clear distinction, it can create confusion and make it more difficult for consumers to understand the importance of choosing licensed gaming options.
Affiliates can contribute to a stronger regulated market by providing transparent information and helping players recognize the value of regulated gaming.
What Promoting Only Ontario iGaming Brands means for Affiliates
Affiliates promoting online gaming content to Ontario audiences should consider the following:
- Only feature online gaming operators that are registered and authorized to operate in Ontario. There is a full list available to the public for reference https://igamingontario.ca/en/player/regulated-igaming-market
- Avoid promoting, ranking, reviewing, or linking to gaming websites that accept wagers from Ontario players without AGCO registration
- Review existing website content to ensure previously published articles, rankings, and comparisons remain compliant
- Ensure marketing campaigns, social media content, and any other marketing materials are directed toward regulated operators
- Educate audiences about the benefits of choosing licensed gaming platforms
- Support responsible gambling messaging and player protection initiatives
Affiliates should also be aware that featuring unregulated operators alongside Ontario-licensed brands may create confusion for players and may undermine the purpose of Ontario’s regulated market.
Compliance is not only about following a regulatory requirement. It is about helping players make informed decisions and contributing to a safer and more responsible gaming environment.
In our next article, we will continue exploring Ontario’s Marketing and Advertising Standards and how affiliates can apply them effectively when promoting licensed operators in Ontario.