As of January 2026, the Canadian Gaming Association’s Code for Responsible Gaming Advertising (the CGA Code) is now officially in effect.
Developed in 2025 as part of a broader responsible gambling initiative, the Code for Responsible Gaming Advertising reflects the gaming industry’s collective commitment to high standards of transparency, integrity, and social responsibility in advertising. The Code was developed by the CGA in partnership with industry stakeholders and is administered by Ad Standards.
Why the Code Matters
Advertising plays a critical role in shaping public trust in Canada’s gaming industry. The CGA Code establishes clear principles to ensure gaming advertising is truthful, responsible, and directed appropriately, helping protect consumers while reinforcing confidence in the industry’s practices.
The Code is a voluntary commitment by CGA members and signatories, designed to meet or exceed existing federal and provincial legal requirements. It does not replace legislation or regulation, but rather supplements them alongside the Canadian Code of Advertising Standards.
Who the Code Applies To
The CGA Code applies to:
- All CGA members and other signatories
- All advertising of gambling, gaming, or betting
- All media formats, including digital, social, broadcast, print, and out-of-home
- Advertising communicated to Canadians
Affiliates and influencers are explicitly included within the scope of the Code.
Key Areas Covered by the Code
The CGA Code sets out clear expectations across several core areas, including:
- Truthful and transparent advertising, including accurate representation of odds, outcomes, and material conditions
- Social responsibility and good taste, emphasizing moderation and prohibiting portrayals of excessive play, urgency, or gambling as a solution to financial or personal problems
- Adult audience protections, with strict rules to prevent advertising that appeals to or targets individuals under the legal gambling age
- Mandatory responsible gaming messaging, including the inclusion of “play responsibly” statements in all advertising
- Restrictions on inducements and promotions, with limited and clearly defined exceptions for direct, age-gated, and consent-based communications
Administration and Enforcement
The Code is administered by Ad Standards. Consumer and competitor complaints related to gaming advertising will be reviewed and adjudicated against both the CGA Code and the Canadian Code of Advertising Standards.
CGA members remain responsible for establishing internal compliance processes to ensure their advertising meets the requirements of the Code.
Learn More
Members are encouraged to review the full CGA Code for Responsible Gaming Advertising and ensure their advertising practices are aligned with its principles. Industry participants are also encouraged to link to the Code from their gaming websites.
Questions about the interpretation of this code and the enforcement of its provisions can be addressed to [email protected].
Thank you for your continued commitment to responsible gaming advertising and maintaining high standards across Canada’s gaming industry.