The Canadian Gaming Association (CGA) has officially released the Code for Responsible Gaming Advertising, a significant new framework designed to standardize marketing practices across the country.
Administered by Ad Standards, a national self-regulatory organization, the Code for Responsible Gaming Advertising mandates that all gaming advertisements be truthful, responsible, and appropriately targeted to protect consumers.
Developed in consultation with industry stakeholders, the Code applies to all CGA members and signatories. It covers every medium of communication, including digital, broadcast, print, and out-of-home advertising. While voluntary, the Code serves as a commitment to uphold standards that meet or exceed federal and provincial regulations.
Focus on Protecting Minors
A core component of the new framework is the protection of minors. The Code explicitly prohibits targeting individuals under the age of 21 on social media platforms and sets strict guidelines for the use of influencers. This addresses growing concerns regarding the exposure of youth to gambling-related content.
“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 CGA stated in a memo to its members.
Industry Commitment
CGA President and CEO Paul Burns emphasized that the Code is not about imposing new burdens but clarifying expectations.
“There’s been this misunderstanding about codes and the gaming industry,” Burns said. “This is a reinforcement of the commitment as an industry we already have to responsible gaming. The code provides better context to what content the ads cover. There are examples of what’s not permitted.”
The CGA has committed to regularly reviewing the advertising Code to ensure it remains relevant as the industry evolves. Burns noted, “As regulatory standards evolve in our industry, we’ll evolve.”
