Ontario Gambling Compliance Guidelines

In partnership with Quality Mark Responsible Affiliates

Affiliates promoting licensed online gambling operators in Ontario must comply with strict advertising and responsible gaming regulations set by the Alcohol and Gaming Commission of Ontario (AGCO) and iGaming Ontario (iGO). Below are the mandatory guidelines for ethical, legal, and responsible affiliate marketing in Ontario.

1. Promoting Only Licensed Operators

Affiliates must ensure they promote only gambling operators licensed in Ontario and avoid engaging with unlicensed entities.

Required:

• Only promote operators officially licensed by AGCO/iGO.

Prohibited activities include:

• Advertising or promoting unlicensed operators and their services.
• Featuring bonuses, call-to-action buttons, or ratings associated with unlicensed operators.
• Directly linking to, displaying, or referencing the URLs of unlicensed sites operating in Ontario.

Affiliates must verify licensing status before promoting any gambling operator in Ontario to ensure compliance and player safety. Check the iGaming Ontario operator registry before adding any operator to your site.

2. Responsible Advertising Standards

Affiliates are required to adopt responsible gambling advertising standards in all channels.

Age Restrictions & Warnings

All webpages and social media marketing must prominently display: "19+" indicator and a responsible gambling message (e.g., "Play Responsibly. Gambling involves risk. 19+.").

• Ensure marketing is never directed to individuals under 19 years of age.
• Avoid content that may indirectly appeal to minors (e.g., using youthful influencers, cartoonish designs).

Vulnerable & High-Risk Player Protection

Affiliates must not target or influence:

• Self-excluded players.
• High-risk or vulnerable individuals.
• Players with known gambling problems.

Affiliates must avoid any messaging that discourages self-exclusion or encourages problem gambling behavior.

3. Ethical Advertising Practices

Affiliates must follow guidelines to ensure fairness, accuracy, and transparency in all marketing content.

Prohibited advertising tactics include:

• Misleading language about games, mechanics, prizes, risks, or odds.
• Implying that players can control or significantly influence outcomes of chance-based games (except skill-based games like poker or blackjack).
• Suggesting that chances of winning increase with longer play or higher spending.
• Aggressive marketing tactics, such as countdown timers, pressure to act immediately, or high-pressure sales techniques.
• Claiming that gambling is risk-free or omitting any associated fees, risks, or costs.
• Promoting gambling as a solution to financial, personal, or social problems.
• Encouraging excessive, reckless, or irresponsible gambling.

User Rights & Advertising Preferences

Mandatory opt-out options:

• Provide clear, accessible options for users to opt out of direct advertising (email, SMS, etc.).
• Ensure withdrawing consent is easy, straightforward, and not burdensome.

4. Supporting Responsible Gambling

Affiliates must actively promote responsible gambling and provide access to player support tools.

Responsible Gambling Information on Every Page

Affiliates must include clear and visible responsible gambling messaging and resources on every webpage, including:

Educational content covering:

• How gambling games work and common misconceptions.
• Lower-risk gambling behaviours and guidance on using available responsible gambling tools.
• Risks and potential harms associated with gambling.
• Available self-exclusion programs and voluntary limit-setting options (financial and time-based limits).

Links to official support services, including:

• Problem Gambling Helplines in Ontario.
• Self-assessment tools.
• Play management and limit-setting tools provided by licensed operators.

Key Responsible Gambling Resources

Examples to include on your site:

• ConnexOntario — 24/7 support and referrals for gambling, mental health, and addiction services (1-866-531-2600, or text CONNEX to 247247).
• PlaySmart — Educational tools for informed and responsible gambling.
• Ontario Self-Exclusion Program — Available via licensed operators and iGaming Ontario (BetGuard).

Affiliates are also encouraged to regularly update and promote responsible gambling content on social media as part of ongoing player protection efforts.

Final Reminder

Non-compliance with these affiliate guidelines may lead to severe penalties, suspension, and termination of affiliate partnerships under Ontario's gambling laws. Adherence ensures legal operation, ethical marketing, and player protection.

19+ only. Play Responsibly. Gambling involves risk.

For player-facing responsible gambling resources, see our Responsible Gambling guide. For licensed operators verified against the iGO registry, see the Ontario hub.