The state of marketing compliance in Ontario

A study conducted by Rightlander of Ontario’s iGaming marketing activity has unveiled the scale of non-compliant content found in campaigns targeting residents of the province.

Specialising in monitoring third-party marketing channels, including web, social media and paid search. Rightlander’s proprietary software scanned and analysed data collected from its network since April 2022, when Ontario became a regulated iGaming province in Canada. It revealed a surge in non-compliant campaigns from 2022 to 2023, with bonus promotions being the highest infraction identified.

Other key findings included:

• 129,000 appearances of unlicensed operators were detected in a 6-month period.
   
• Over 17,000 pages with incorrect or missing 19+ messaging.
   
• Almost 93,000 pages with bonus offers in a 6-month period.
   

While the number of non-compliant marketing content identified is still high in the first half of 2024, totalling 96,304, the study demonstrates that through the ongoing monitoring of advertised content and proactive action taken by key stakeholders, the result is a reduction of infractions, down by 120,844 compared to the same period in the previous year, and better protection for consumers.

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