Canada’s Gambling Landscape: Major Regulatory and Market Shifts

Gambling in Canada is currently experiencing significant transformations. Driven by a combination of evolving regulations, technological advancements, and shifting public attitudes. 

The recent legislative changes are opening up new opportunities for operators, with provinces such as Alberta and Quebec taking centre stage in the push for modernisation. 

Let’s look at the regions where the most important updates are busy shaping the country’s growing gambling framework. 

New Gambling Advertising Code Across Canada

The Canadian Gaming Association (CGA) officially implemented its Code for Responsible Gaming Advertising in January 2026. They introduced stricter national standards for gambling marketing. 

Let’s take a look at what the new online casino code will focus on.

• Truthful and transparent advertising
• Responsible messaging
• Restrictions on misleading promotions
• Stronger protections for vulnerable players
• Clear guidelines to avoid targeting minors

The casino and betting advertising framework was developed in partnership with industry stakeholders, and it is being administered by Ad Standards Canada. The aim? They want to ensure advertising practices either meet or exceed federal and provincial regulatory requirements. 

The CGA said:

“The code is designed to reinforce public trust, while ensuring marketing remains socially responsible across all licensed gambling channels in Canada.”

Mandatory RG Check Accreditation in Alberta

Alberta has formally announced that all iGaming operators who enter its regulated online gambling market must obtain the Responsible Gambling Council (RGC) RG Check accreditation. This accreditation will now be a mandatory licensing requirement, making Alberta the second Canadian province, after Ontario, to embed RG compliance into market entry standards. 

The iGaming Corporation (AiGC) in Alberta confirmed that operators will need to demonstrate full compliance with evidence-based player protection measures before being allowed to operate. 

The key areas the RG Check evaluates include:

• Player protection tools
• Responsible gambling controls
• Advertising practices
• Staff training standards
• Governance policies

Dan Keene, interim CEO of AiGC, said:

“The goal is to establish a safer gambling environment by embedding player protection into the regulatory framework from the outset, rather than applying safeguards retroactively.” 

Alberta’s approach closely mirrors Ontario’s regulatory model, which has been credited for building one of North America’s most robust regulated online gambling markets.

State Monopoly Under Pressure in Quebec

The industry pressure on the provincial government in Quebec is on the rise. They want the government to move away from its state monopoly model, which is currently operated exclusively by Loto-Québec. 

The Quebec Online Gaming Coalition (QOGC) has submitted recommendations to the Ministry of Finance. These recommendations include a warning that the current system in Quebec allows for unregulated offshore operators to dominate market share. This exposes players to higher risks and tax losses for the province. 

The QOGC estimates that the tax loss is more than CAD $300 million annually, due to the lack of a competitive regulated market. They argue that adopting a regulated private licensing framework, similar to Ontario, would strengthen player protections, boost transparency, and reclaim lost revenue.

Growing Political Pressure for iGaming Reform:

Further supporting market reform efforts, industry leaders believe that opening Quebec’s online gambling sector would improve regulatory oversight. This will further improve responsible gambling enforcement and curb illegal activity altogether. 

Stakeholders argue that the monopoly structure restricts competition. This leaves players vulnerable to offshore platforms that operate beyond provincial protections. The coalition continues lobbying for a fully regulated, open licensing framework, which could reshape Quebec’s gambling ecosystem. 

Loto-Québec Partners With Incentive Games

Despite the push for change, Loto-Québec is still moving forward. The most recent partnership with Incentive Games enables the launch of real-money crash and arcade-style casino games across its digital platforms. 

The partnership also allows Loto-Québec to access Incentive Studio’s growing portfolio of fast-paced real-money slots, delivered through the Light & Wonder platform. This marks Incentive Games’ first real-money deployment in Canada. 

Incentive Games supports Loto-Québec’s broader strategy to modernise its digital offering, while maintaining high regulatory and responsible gambling standards. The first titles are already live, with more releases planned throughout 2026. 

What These Changes Mean for Canadian Players

These developments in Canada reflect a national push toward greater regulatory oversight, improving consumer protection, and market modernisation. 

• The new advertising code ensures clearer, safer marketing across Canada.
• The mandatory RG checks in Alberta will introduce stricter safety standards before market expansion.
• Quebec’s reform efforts could pave the way for broader competition, increased revenue, and stronger protection for players. 
• Loto-Quebec’s new content partnership shows ongoing platform innovation under regulated conditions. 

Together, these changes signal a more structured, accountable, and player-focused Canadian gambling market. 

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