Ontario ramps up gambling harm prevention amid market growth
As online gambling and sports betting continue to expand in Ontario, new data highlights how a dedicated harm-prevention fund is being deployed to counter associated social risks.
The Responsible Gambling Council (RGC) has outlined progress under its Responsible Internet Gambling Fund (RIGF), a programme established following the launch of the province’s regulated online market.
Broad campaigns reach millions
According to the latest report, large-scale awareness campaigns have reached tens of millions of individuals since 2024. One such initiative, “The Randoms,” was delivered in partnership with Maple Leaf Sports & Entertainment and is estimated to have reached more than 50 million people.
Additional campaigns tied to major sporting events also expanded the programme’s reach. Messaging during Super Bowl LIX reportedly reached over 120 million people, while activity during the Stanley Cup Playoffs engaged more than 1 million people.
RGC chief executive Sarah McCarthy said the campaigns are designed to translate awareness into targeted prevention education and community capacity building.
New PSA targets young adult males
Alongside the report, the RGC has launched a new public service announcement aimed at males aged 19 to 24, a group identified as being at elevated risk of gambling-related harm.
The campaign is set to be distributed nationally across Canadian broadcasters and digital platforms, including Netflix, Spotify and Meta platforms. It forms part of a broader effort to reach younger audiences through the channels they use most frequently.
Funding for the campaign comes from the RIGF, which allocates approximately $3 million annually from Ontario’s iGaming revenues towards prevention initiatives.
McCarthy said the campaign reflects growing concern about early exposure to gambling. “Gambling should never come at a human cost,” she said. “As online betting continues to evolve rapidly, we are seeing an increased risk of early exposure and normalised gambling behaviours, particularly among young men.”
Ontario’s Minister of Tourism, Culture and Gaming, Stan Cho, said the initiative demonstrates the province’s approach to balancing market growth with player protection. He noted that “targeted, evidence-based prevention works”, pointing to the scale of audience reach achieved through existing programmes.
Excited to join Responsible Gambling Council (RGC) to launch a new PSA campaign along with the Responsible Internet Gambling Fund impact report. Our government proudly supports RGC's work to promote safer, informed gambling choices. pic.twitter.com/DHX0sXLe39
— Stan Cho (@StanChoMPP) April 2, 2026
Youth exposure remains a concern
The report identifies youth gambling as a key area of concern. Survey findings cited indicate that one in four teenagers has engaged in gambling. In response, the RGC has rolled out “Beyond the Game,” a prevention programme aimed at secondary school athletes.
Early feedback suggests high levels of engagement, with most participating students indicating they intend to apply the risk assessment strategies introduced during the sessions.
Targeted outreach to at-risk groups
According to the report, the RIGF also prioritises outreach to demographics considered more vulnerable to gambling harm, including young adult males and ethnocultural communities.
Partnership campaigns have reached more than one million individuals within Caribbean communities through media and festival-based activations. Separate initiatives with SOCH Mental Health have engaged South Asian audiences through community events and places of worship.
These programmes are delivered in multiple languages, reflecting an effort to improve accessibility and cultural relevance.
Digital tools and search-based interventions
Alongside in-person and broadcast campaigns, the RGC has expanded its use of digital tools. An “Always On” search campaign connects individuals seeking help online with support services at the point of need.
The organisation also promotes tools such as the Cost2Play calculator, which allows users to estimate long-term gambling expenditure. Plans are in place to extend its application to online casino and sports betting products.
Gaps in frontline support capacity
The report notes that while community organisations are increasingly aware of gambling-related harm, many lack the resources or training to respond effectively.
Regional roundtables held across several Ontario cities brought together stakeholders from public health, Indigenous organisations and mental health services. A subsequent needs assessment found demand for more training, funding and culturally appropriate materials.
The RGC said it is developing additional resources and training programmes to address these gaps.
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