Advocacy
Expanded Regulated Gaming Markets
We advocate for expanding open, competitive regulated markets in Canada, following Ontario's model, for both land-based and online operators, with fair tax rates and regulatory compliance. Adequate regulations protect customers from unfair business practices, financial loss, and misuse of personal data while providing assurances using KYC (Know Your Customer), responsible gambling, AML (anti-money laundering), and risk monitoring standards, among others.
With Alberta considering its online gaming model and British Columbia's NDP re-elected, the CGA will tailor strategies for both provinces to create a regulated and sustainable iGaming market. This strategy will involve land-based, online, and charitable gaming operators, and engage stakeholders like associations, unions, and First Nations to develop policy changes and ensure proper industry consultation.
Anti-Money Laundering
The CGA has a long history of active participation in Canada’s anti-money laundering and anti-terrorist financing regulations (collectively, “AML”) and champions the industry’s commitment to a strong, modern anti-money laundering regime.
Specific to AML compliance, in 2019 the CGA identified "cashless wagering systems" to improve customer experiences at land-based facilities and in 2020 released “Standards for Cashless Wagering Systems” for use across Canada after consulting with FINTRAC. Single digital wallets will enable customers to access funds for both land-based and online gaming from one wallet.
Currently we are working on addressing reforms aimed at assisting Canada’s gaming industry in navigating the implementation of products, services, and different conduct & manage models from an AML perspective over the next five years.
Our objective is to enhance awareness of emerging trends and possibilities so that the standards established for operators are effective, achievable, and implementable. Furthermore, we aim to illustrate the broad range of applications for new and emerging technologies in combating money laundering.
We endorse the need for ongoing improvements in the operational effectiveness of Canada’s AML regime, including greater capacity for information sharing and performance measures that emphasize outcomes (vs outputs) in the fight against money laundering.
Gambling and Sports Betting Advertising Trends in Canada
The public reaction to legal sports betting advertising since Ontario became the first province to license and regulate operators in April 2022 has been emotional and often non-factual.
The CGA has been a leading voice in defending the right of licensed operators to advertise responsibly and in explaining the rigorous regulations and standards that the industry must follow. However, in the absence of local data, very few were listening.
With the goal of introducing facts and relevant data into the conversation, CGA contracted with Media Radar/Vivvix to undertake a review of Canadian online gambling TV advertising (including sports betting but excluding lotteries) between 2019 and 2023. Here are the highlights:
Ad Spend for Online Gambling declined in 2023
Total Media Ad Spend Dropped
Year-over-Year decline in Online Gambling Media Ad Spend in 2023 vs 2022, after four consecutive years of growth.
TV Spend Took a Hit During Peak Sports
Decrease in Television Ad Spend for Online Gambling in the final third of 2023 compared to the same period in 2022 — during peak sports programming.
Television continues to be the main driver of activity for Online Gambling
Television Still Dominates
Growth is Slowing
Trailing Other Big Spenders
Online Gambling made up:
Lags behind Automotive, Finance & Insurance, Fast Food, and Pharma in both categories.
Not on Live Sports
While 3 of the top 10 shows for Online Gambling ads were sports-related, none were live games.
Small Player in the Bigger Picture
Seasonal Drop
Decrease in TV Ad Spend for Online Gambling in the final third of 2023 vs same period in 2022 – during peak sports season.
