AGCO Tightens Ontario Bonus Advertising Rules, Bans Free Claims on Inducements

31 October 2026

The Alcohol and Gaming Commission of Ontario (AGCO) has strengthened its regulations on how online casinos can promote bonuses and other inducements to players. Starting August 2024, these promotions must be shown with transparent disclosure requirements, and claims of free or risk-free play are restricted to offers that truly meet those terms. This represents a shift from the previous regulations, which lacked specific restrictions on free and risk-free offerings.

A key change is the AGCO has now prohibited public advertising of bonuses and other inducements except on the operator's gaming site or app, and via direct marketing to players who have actively consented to receive those promotions. Any messaging outside the operator's direct channels, such as on third-party sites or in general public advertising, is now off-limits for these types of offers. Operators must also clearly disclose, at the very first presentation of an offer, all material conditions, limitations, requirements, and exclusions that apply. Plus, a one-click rule is in effect - any additional conditions must be accessible with just one click from the first presentation. This will make it easier for players to avoid hidden gotchas like complicated wagering requirements or exclusions on certain games.

The AGCO's new rules also put a brake on misuse of the words "free" and "risk-free." Any offer labeled as "free" truly cannot require the player to deposit, risk their own money, or incur any losses to qualify for or redeem the free play. The same goes for "risk-free." If an offer has any conditions that would lead to losses, or require putting up money that can be lost, it is forbidden from being called risk-free. For example, a bonus tied to wagering requirements could not be advertised as "free." This should deter operators from using these buzzwords to hide risks in their promotions. Moreover, the AGCO expects these disclosures, plus a clear way to opt in and out of bonus offers via direct marketing, to be prominently displayed on the operator's site.

The AGCO has provided clear guidance on the new regulations, including a statement that if a promotion is advertised as "free," it truly must be free. The regulator gave an example of a bonus that incorrectly made players use their player's card and incur losses to receive free play credits, which is not allowed. Operators must ensure bonuses without deposit requirements still clearly disclose conditions like wagering requirements to be compliant. These new standards create a higher bar for transparency.

Implementation and Compliance

Ontario operators may still require players to meet certain conditions to redeem bonuses and convert them to cash, including wagering and expiry periods, as long as those conditions are clearly disclosed. The AGCO did not specify what would constitute non-compliance with the new restrictions, but indicated that violations may result in regulatory action, including disciplinary measures or monetary penalties. With the AGCO now explicitly linking non-compliance to regulatory risks, it remains to be seen whether the new rules will deter harmful practices or if operators will adapt their marketing language.

In summary, the AGCO's enhanced bonus disclosure rules, curbs on "free" and "risk-free" claims, and tight limits on bonus advertising should raise standards across the Ontario market. Players will get a clearer picture of what they have to do to keep any bonus earnings, and operators will have to balance marketing with transparency to avoid regulatory scrutiny.