AGCO's Tough New Ad Rules Make "Free" Casino Bonuses Risky to Pursue
21 October 2026
Registration promises to frustrate operators
On July 15, 2025, the Alcohol and Gaming Commission of Ontario (AGCO) updated its rules on bonus advertising. This poses significant challenges for operators. Under the new standards, casinos must disclose all key terms clearly before signup, and cannot label an offer as "free" or "risk-free" if the player must wager or deposit their own money.
These changes aren't surprising. AGCO has consistently emphasized transparency over the past four years regarding marketing language.
Now the regulator is taking stronger action. A year ago, it criticized the province's "free play" promotions. Shortly after, it fined Casino Days $48,000 for misleading bonus terms.
The pressure is increasing. "All conditions must be disclosed upfront," AGCO states. "When players must deposit funds, meet wagering requirements, or risk loss to claim winnings - offers cannot be described as free."
The key change involves terms like "free" and "risk-free". Now only genuinely no-cost promotions can use these labels. "This creates operational headaches," notes an industry insider. "There's shrinking flexibility for scalable promotions without violating the guidelines."
How the AGCO turned "free play" into a legal risk
The AGCO's August warning highlighted a problematic offer: depositing $20 earned $20 "free play," but the deposit became non-refundable and the bonus couldn't be withdrawn as cash. AGCO determined this structure presented regulatory concerns.
The trouble with free-to-deposit offers:
- Players lose their initial deposit
- Misleading presentation as "free"
- Higher effective rollover when including the deposit amount
The AGCO prohibited these promotions, calling them "deceptive and likely to encourage excessive risk-taking."
What happened to Casino Days:
- $48,000 fine
- Misrepresented bonus currency as cash
- Unclear wagering requirements
Operators are adjusting their approach. With AGCO strictly governing bonus language, there's less room for creative marketing. "Promotions now emphasize compliance over appeal," explains a marketing director. "It's significantly limiting growth opportunities."
Where operators can market bonuses
Ontario has restricted most public bonus advertising.
Sports betting, horse racing, and event wagering promotions remain exempt across all media, including print, broadcast, and outdoor advertising. AGCO states this maintains balanced advertising standards.
Where the AGCO has said it's okay:
- Operator websites
- Digital gaming platforms
- On-premise advertising
- Direct communication with existing players
- Loyalty program promotions
If Ontario represents the future of bonus marketing, the focus has shifted. There's less emphasis on acquisition offers and more on retaining engaged customers. Some industry leaders argue the province has gone too far. But given increasing global regulatory scrutiny, this straightforward approach may become standard practice.