The Code for Responsible Gaming Advertising, an initiative developed by the Canadian Gaming Association (CGA) in partnership with the gaming industry, was introduced by Ad Standards on Oct. 9 and presented during a webinar on Thursday.

Some of the criteria includes: advertisers must use age-targeting tools to ensure that gaming ads on social or digital media will not be displayed to anyone under 21; gaming ads cannot be placed within a 200-metre radius of elementary schools and high schools; and advertising a $1-million prize alongside the statement “Everyone is a winner” is a no-no.

Paul Burns, president and CEO of the CGA, said during the webinar that the code does not replace government regulation. Instead, it stands as a voluntary commitment by the gaming industry to uphold standards that are at least as high as those mandated by law.

“We did this not to replace provincial or federal statutes or regulations, but more to be able to explain, codify and provide more transparency around what these are, what they mean, the language, examples,” he said. “There is a lot of regulation and oversight when it comes to gaming, and our effort in this was not to layer on or add new or different [regulations] but really codify based on regulatory standards in the country today.”

The code applies to all advertising of gambling, gaming or betting, in all forms, communicated to Canadians in any medium by CGA members and any other signatories to this code, according to the CGA. The code is divided into headings like Truthful and Transparent Advertising; Social Responsibility and Good Taste; Adult Audience; Responsible Gaming/Gambling Statements; and Inducements. The subheads to each outline best practices and examples of non-compliance.

An example under Social Responsibility and Good Taste: “Advertisements should not create a false sense of urgency or pre-occupation around gambling. For instance, it is prohibited to use the word ‘today’ in an advertisement.”

Adherence to the CGA Code is complaints-based. Effective Jan. 1, 2026, complaints related to the Code for Responsible Gaming Advertising can be submitted to Ad Standards online. Complaints are reviewed and adjudicated by “the director, Standards, an analyst with experience in the preclearance of regulated products advertising, and the Chief Legal Officer.”

Ad Standards is the Canadian advertising industry’s non-profit self-regulatory body which sets the criteria for acceptable advertising practices. The organization also provides a platform for consumers to submit complaints about misleading or inappropriate advertisements.

The CGA is a national trade association that represents operators and suppliers in Canada’s gaming, sports betting, eSports and lottery industries. The association helps shape the industry’s practices and promotes responsible gaming.