Ontario-based sports betting ads are broadcast across Canada. For now, it’s the networks’ call

Home » Ontario-based sports betting ads are broadcast across Canada. For now, it’s the networks’ call

Two years after they first exploded onto television screens, ads for sports betting platforms only regulated in Ontario continue to bombard Canadians in markets where the websites are not regulated.

A coalition of lottery and gaming corporations from eight provinces across the country wants that changed.

“We are in a fight with people that are operating illegally in our provinces,” said Marie-Noëlle Savoie, the British Columbia Lottery Corporation’s chief compliance officer and vice-president of safer play & enterprise integrity — and a spokesperson for the Canadian Lottery Coalition. “We’re obviously not very happy about it.”

When Ontario launched its open, competitive online gaming market in April 2022, it offered platforms that were previously unregulated and considered part of the “grey market” the right to advertise their products.

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