Ontario and Alberta Taken to Task for 'Free' Casino Bonuses

23 October 2026

Ontario has reminded bettors that any bonuses advertised as "free" must meet tough standards to prove that renamed advertising doesn't trick consumers into dropping cash.

Rules issued by the Alcohol and Gaming Commission of Ontario (AGCO) mandate that any promotion labeled "free" must not require players to stake or lose their own money to qualify. The AGCO unveiled its clarifying rules, noting that "if a promotion requires the player to 'spend, and then to risk, own money to qualify for free play credits, this is considered misleading and in breach of the Registrar's Standards."

The AGCO also stated that misleading free promotions could harm players and undermine trust in the gaming sector. In a practical example, the AGCO determined that a promotion in which "any losses incurred before a date are returned as free-play credits up to a certain amount" cannot be called "free" because players must lose their own money first.

These restrictions are a setback for online gambling operators whose marketing often relies on the promise of "free" money or a "risk-free" wager. But the AGCO said the rules are needed to protect players and promote responsible gambling.

Provincial Crackdown

Unfortunately, it's not just Ontario cracking down on bonus advertising.

In Alberta, iGaming regulators have also imposed new rules on bonus offers, using a similar approach to that adopted in Ontario in 2022. The Alberta Gaming, Liquor & Cannabis (AGLC) has prohibited the public advertising of any bonus offers and limited such promotions to operators' own apps and websites, as well as direct marketing to opted-in customers.

The AGLC has also banned the words "free" or "risk-free" from bonus marketing unless an offer is genuinely free and players are under no risk of losing their money. Operators are not permitted to claim that a bonus can increase a player's odds of winning, and the AGLC reserves the right to order operators to modify or terminate a promotion at any time if it is deemed harmful to players.

The updated rules in Alberta and Ontario are also intended to prevent players from being exposed to "free" bonus promotions before they have verified their age and account, and to limit such promotions to player-controlled environments such as a social casino or licensed operator websites. Free-play or demo games can only appear after a player has verified their age and account, with free-play and bonus promotions not appearing in public-facing ads.

There are penalties for noncompliance. Ontario enforcement teams will monitor compliance with the new rules, with fines or suspensions possible for repeat violators. If operators fail to comply, the AGCO can take action, including issuing warnings, requiring changes to promotions, and imposing fines.

The AGCO believes that if players know the "free" money isn't free money, they will finally make informed choices about when and where they buy it.