The Canadian Gaming Association (CGA), working closely with industry stakeholders and Ad Standards, has introduced a comprehensive Code for Responsible Gaming Advertising—a new national framework designed to ensure that gaming promotions are transparent, responsible, and protective of consumers. The initiative aims to strengthen public confidence in the integrity of Canada’s regulated gaming sector.
The code applies to all CGA members and signatories, covering every form of gambling, gaming, and betting advertising across all media channels, including digital, social, broadcast, print, and out‑of‑home placements directed at Canadians.
Ad Standards—the country’s independent, not‑for‑profit advertising self‑regulatory body—will administer the new code. The organization oversees consumer complaints, promotes ethical advertising practices, and provides preclearance services for specific categories, making it a natural partner for enforcing the CGA’s new standards.
A New Benchmark for Responsible Advertising
Amanda Brewer, Senior Vice President of Policy and Communications at the CGA, noted that the code represents the culmination of 18 months of consultation and development.
“Compliance with the CGA Code and applicable standards aims to ensure transparency and integrity for Canadians while maintaining clarity and adherence within the gaming industry,” Brewer said. “By establishing guiding principles for operators, the Code also serves as a benchmark for acceptable and socially responsible advertising practices across the Canadian gaming sector.
“This is a national industry initiative that deserves careful consideration—particularly by those calling for advertising bans or assuming no regulatory framework exists.”
Context: Federal Legislation on Sports Betting Advertising
Brewer’s comments reference Bill S‑211, sponsored by Senator Marty Deacon, which seeks to establish a national framework for sports betting advertising. The bill is awaiting second reading in the House of Commons after being added to the order of precedence on November 5. Parliament returns on January 26.
According to Deacon, the legislation would require the federal government to collaborate with provinces and stakeholders to explore measures such as:
- Restrictions or bans on celebrity and athlete participation in ads
- Limits on non‑broadcast advertising
- Caps on the volume, scope, or placement of ads
- National standards for preventing and diagnosing problematic gambling
- Support systems for individuals affected by gambling‑related harm
- Enhanced research and intergovernmental information‑sharing
While the bill does not impose an outright ban on gambling advertising, Deacon has publicly stated that she would support one. She has also raised concerns about Ontario‑licensed operators advertising in provinces that have not adopted Ontario’s regulatory model, potentially encouraging bettors to engage with operators they are not legally permitted to use.
Deacon has emphasized the ease with which consumers can move from seeing an ad on a mobile device to placing a bet—something she contrasts with other regulated “vice industries” such as alcohol, cannabis, and tobacco.
CGA Announces Board and Leadership Changes
The CGA also confirmed several leadership updates:
- Scott Vanderwel, CEO of PointsBet Canada, has been appointed Chair of the Board.
- Salim Adatia, Managing Director for Canada at Gaming Laboratories International (GLI), and Mike Maodus, Partner at Blake, Cassels & Graydon LLP, have joined the Board.
- Amanda Brewer, long‑time CGA consultant, has formally joined the organization as SVP of Policy and Communications.
- Brandon Aboultaif, former Press Secretary to Alberta’s Minister of Service Alberta and Red Tape Reduction, has been named Vice President for Western Canada.
CGA President and CEO Paul Burns said the expansion of the association’s leadership team is timely, particularly with Alberta preparing to open its regulated gaming market.
“Expanding our presence in Western Canada has been a key priority,” Burns said. “Brandon will play a central role in advancing industry research and education, strengthening member engagement, and supporting collaboration on responsible gaming, innovation, and market development initiatives that reinforce Canada’s gaming ecosystem.”
