Published on: January 19, 2026, 02:38h.

Updated on: January 19, 2026, 02:39h.

• New CGA Advertising Code Aimed at Guiding iGaming Industry Advertisers
• Ad Standards Selected to Oversee the Implementation of the Code
• Scott Vanderwel, CEO of PointsBet Canada, Appointed as CGA Chairman of the Board

The Canadian Gaming Association (CGA), in collaboration with industry stakeholders and Ad Standards, has introduced a new Code for Responsible Gaming Advertising. This guide outlines essential principles to ensure that gaming advertising remains responsible, safeguards consumers, and builds trust in the industry’s practices.

The new code encompasses all CGA members and associated stakeholders, covering all gambling, gaming, and betting advertisements across various media formats. This includes digital, social, broadcast, print, and out-of-home advertising targeted at Canadian consumers.

Ad Standards functions as a not-for-profit national self-regulatory body for the advertising sector in Canada, ensuring fairness and accuracy in advertising. They manage consumer grievances, promote ethical practices, and even provide pre-clearance services for specific ad categories. Ad Standards has been entrusted with the task of enforcing the newly established CGA code.

Core Principles for Operators

Amanda Brewer, Senior Vice President of Policy and Communications at CGA, mentions that the development of the new code took 18 months to finalize.

“Adherence to the CGA Code and relevant standards is designed to ensure clarity and integrity for Canadians, while fostering understanding and compliance within the gaming sector,” she states. “By offering guiding principles for operators, this Code acts as a benchmark for socially responsible advertising practices in Canada’s gaming industry.”

This exemplifies a national industry initiative that deserves thoughtful attention, especially from those advocating for advertising restrictions or mistakenly assuming there is no regulatory infrastructure in place.

Proposed Sports Betting Advertising Legislation

Brewer highlights Bill S-211, a proposed act seeking to create a national framework regarding sports betting advertising, sponsored by Senator Marty Deacon. The bill awaits its second reading in the House of Commons, having been prioritized on the order of precedence since November 5. The House is set to reconvene following the holiday break on January 26.

Senator Deacon states: “(The Act) will require the government to collaborate with cabinet, provinces, and other stakeholders to find ways to regulate sports betting advertising in Canada. This may include limiting or prohibiting celebrity participation, restricting non-broadcast advertising, or controlling the number and placement of such advertisements; it also aims to foster research and intergovernmental information-sharing concerning the prevention and treatment of minors involved in problematic gambling, as well as providing support for affected individuals.”

No Complete Advertising Ban

Although the legislation does not propose an outright ban on gambling advertising, Deacon expressed her desire to see such a measure implemented. She points out the concerning trend of advertising from regulated private operators in Ontario infiltrating markets in other provinces that have opted against Ontario’s regulatory framework. This impacts bettors in those regions by encouraging them to engage with operators they are legally barred from betting with.

Deacon underscores the distinctive immediacy between encountering an ad on a mobile device and engaging in gambling activities, contrasting it with other vice industries such as alcohol, cannabis, and tobacco.

“If they had hesitated on privatizing due to a more cautious strategy, why should their populations be bombarded with advertisements from the one province that has opted to open the floodgates?” Deacon explained. “This is an area where a national framework would undoubtedly create a well-addressed solution.”

Changes in CGA Leadership

Scott Vanderwel, CEO of PointsBet Canada, has been appointed the new Chairman of the CGA Board. He is joined by Salim Adatia, Managing Director for Canada at Gaming Laboratories International, LLC, and Mike Maodus, Partner at Blake, Cassels & Graydon LLP, who have also been appointed to the board.

Brewer, a seasoned industry advisor to CGA, steps into her role as SVP of Policy and Communications, while Brandon Aboultaif, former Press Secretary to Dale Nally, Minister of Service Alberta and Red Tape Reduction, has transitioned to the position of Vice President for Western Canada at CGA.

“With the Alberta market soon to launch, enhancing our presence in the western regions of Canada has been a key objective,” stated Paul Burns, CGA President and CEO. Aboultaif will be responsible for furthering industry research and educational initiatives, boosting member engagement in Western Canada, and promoting collaboration on responsible gaming, innovation, and market development strategies aimed at strengthening Canada’s gaming ecosystem.