Welcome!
We created this blog to help affiliates better understand Ontario’s regulated iGaming market and to provide educational insight into how regulation affects affiliate marketing in the province.
To operate successfully in Ontario, affiliates must understand how the market was formed, how it operates today, and who regulates it.
Ontario
Ontario is located in the east-central of Canada and is home to nearly 40% of the country’s population. The province has a diverse, multicultural population with high engagement in online entertainment, as well as a highly digital audience with strong online adoption.
Ontario is the home of many popular worldwide singers like Justin Bieber, Celine Dion, Bryan Adams, Drake, The Bare Naked Ladies, etc.
Its population size, economic strength, and digital maturity make Ontario one of the most attractive regulated iGaming markets in North America.
How the Ontario iGaming Market Was Formed
Ontario officially launched its regulated online gaming market on April 4, 2022.
Before regulation, Ontarians were already participating in online gambling, often through offshore or grey-market operators. However, this environment offered limited consumer protection, inconsistent oversight, and minimal accountability for advertising and marketing practices.
The province introduced the regulation primarily to:
- Promote responsible gambling
- Protect minors and vulnerable players
- Ensure transparency and fairness
- Establish accountability for operators and their marketing partners
How the Ontario iGaming Market Operates Today
Marketing activity in Ontario is subject to a comprehensive regulatory regime made up of multiple standards and policies. All marketing must be conducted in a compliant, transparent, and socially responsible manner.
Key standards and policies governing iGaming marketing in Ontario include:
- AGCO Registrar’s Standards for Internet Gaming
- iGaming Ontario (iGO) Marketing & Advertising Conditions
- iGO Brand Guide Policy
- Canadian Code of Advertising Standards
- Canada’s Anti-Spam Legislation (CASL)
- Freedom of Information and Protection of Privacy Act (FIPPA – Ontario)
- Personal Information Protection and Electronic Documents Act (PIPEDA)
- CRTC Unsolicited Telecommunications Rules
Only operators that are registered with the Alcohol and Gaming Commission of Ontario (AGCO) and have entered into an operating agreement with iGaming Ontario (iGO) are legally permitted to offer online gambling to Ontario residents, complying with all regulatory, technical, and responsible gambling standards, ensuring that all marketing partners, including affiliates, also operate in compliance with Ontario regulations.
Casino Time was launched in April 2023 by Casino Time Inc. Their headquarters is located in Kingston, Ontario, with the registration number AGC78900 and a license to offer legal Online Casino and Bingo for Ontarians.
Affiliates promoting iGaming Ontario brands are considered part of the operator’s marketing ecosystem and are therefore subject to these requirements as well.
Who Regulates iGaming in Ontario: AGCO and iGaming Ontario (iGO)
Ontario’s iGaming market is governed by two key regulatory bodies that work together to oversee online gaming activity.
Alcohol and Gaming Commission of Ontario (AGCO)
The AGCO is the regulatory authority responsible for:
- Creating the rules and standards for online gambling in Ontario
- Registering iGaming operators and gaming suppliers
- Setting advertising and responsible gambling requirements
- Monitoring compliance and enforcing the rules when violations occur
AGCO standards apply not only to operators, but also to third-party marketers, including affiliates.
iGaming Ontario (iGO)
iGaming Ontario (iGO) is responsible for:
- Approving operators through operating agreements
- Managing the commercial framework of Ontario’s iGaming market
- Overseeing how games are offered to Ontario players
- Ensuring gaming revenue flows back to the Province of Ontario
Together, AGCO and iGO have developed a comprehensive set of marketing and advertising standards for the iGaming industry in Ontario. These standards also apply to affiliates promoting iGaming brands licensed in Ontario, meaning affiliates are expected to follow the same principles of responsible, truthful, and compliant marketing.