Across many international markets, affiliate marketing has traditionally focused on highlighting the most attractive aspects of an online casino to encourage readers to sign up. Reviews and promotional content are often written in a highly positive and persuasive way, emphasizing bonuses, winning opportunities, and the overall appeal of a casino brand.
This approach has helped many affiliate sites grow their audiences and has played an important role in the expansion of the online gaming industry.
However, in a regulated market such as Ontario, expectations around marketing communications are different. The emphasis shifts toward balanced, accurate, and transparent information, allowing players to make informed decisions based on facts rather than promotional influence.
The key difference is that information should be presented without exaggeration or overly persuasive messaging that could encourage players to make impulsive decisions after reading promotional material.
When information is presented clearly and transparently, players can evaluate their options more carefully. At the same time, operators maintain compliance within the regulated framework, and affiliates increase the credibility of their website content with readers who value reliable information. Over time, this approach helps build trust between affiliates and their audiences while supporting the integrity of Ontario’s regulated gaming market.
Standard: 2.04
Marketing, including advertising and promotions, shall be truthful, shall not mislead players or misrepresent products.
Requirements – At a minimum, materials and communications shall not:
- Imply that playing a lottery scheme is required in order to fulfill family or social obligations or solve personal problems.
- Promote playing a lottery scheme as an alternative to employment, as a financial investment, or as a requirement for financial security
- Contain endorsements by well-known personalities that suggest that playing lottery schemes has contributed to their success.
- Encourage play as a means of recovering past gaming or other financial losses.
- Be designed so as to make false promises or present winning as the probable outcome.
- Imply that chances of winning increase:
The longer one plays;
The more one spends; or
Suggest that skill can influence the outcome (for games where skill is not a factor);
- Portray, suggest, condone or encourage gaming behaviour that is socially irresponsible or could lead to financial, social or emotional harm.
- Suggest that gaming can provide an escape from personal or professional problems.
- Portray gaming as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments,
- Suggest that gaming can enhance personal qualities, for example, that it can improve self-image or self-esteem, or is a way to gain control, superiority, recognition or admiration,
- Suggest peer pressure to gamble nor disparage abstention,
- Link gaming to seduction, sexual success or enhanced attractiveness,
- Portray gaming in a context of toughness or link it to resilience or irresponsible play, or
- Suggest gaming is a rite of passage.
- Offer a product or promotion that is not reasonably attainable without incurring substantial losses.
What Truthful Advertising Means for Affiliates
Affiliate content should present gaming information clearly and responsibly for the Ontario brand. Players should never be led to believe that gambling guarantees financial success or is a reliable way to make money.
Marketing language should avoid suggesting:
- Gambling is a way to achieve financial security.
- Playing casino games can replace employment or generate an income.
- Winning is guaranteed or highly likely.
- Gambling can solve personal or financial problems.
Affiliates should also avoid implying that players can recover previous losses by continuing to play, or that chances of winning increase with longer play or higher spending. Claims like these create unrealistic expectations and may encourage harmful gaming behavior.
Affiliates can still produce engaging and informative content while remaining compliant. Here are some examples:
- Reviewing casino platforms and their game providers/studios.
- Explaining how some exclusive games work.
- Highlighting the player experience and features.
- Providing company information on the brand and overall benefits for the player.
Ontario’s regulated market prioritizes player protection and transparency. By following truthful advertising practices, affiliates contribute to a more responsible gaming environment and help maintain industry integrity.
In upcoming articles, we will continue exploring the Marketing and Advertising Standards in more detail and how they apply to affiliates promoting licensed operators in Ontario.