Ontario has introduced a new responsible gambling campaign focused on men aged 19 to 24, a demographic identified as facing elevated exposure to gambling-related risks. The initiative arrives as the province’s regulated online gambling market continues to expand and officials place greater emphasis on prevention measures tied to industry growth.
The campaign was launched with support from the Responsible Gambling Council (RGC) and backed through the Responsible Internet Gambling Fund (RIGF), which receives around C$3 million each year from Ontario’s iGaming revenue. The latest initiative includes a new public service announcement that began rolling out across Canadian broadcasters and digital platforms including Netflix, Spotify and Meta-owned channels.
Officials said the objective is to reach younger adults through the media services they use most frequently while providing practical guidance on safer gambling habits.
Ontario’s Minister of Tourism, Culture and Gaming, Stan Cho, said the province intends to continue reinforcing consumer protections as the market develops. He stated that “targeted, evidence-based prevention works”, referencing the reach of previous campaigns and ongoing harm-reduction efforts.
New Focus on Young Adult Risk Exposure
The RGC said concern has increased over the speed of online betting growth and the normalisation of gambling behaviour among younger audiences. Chief executive Sarah McCarthy 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.”
She added: “This new campaign speaks directly to young adults, giving them the practical tools and guidance they need to make safer, informed choices. Thanks to funding from the RIGF, we can reach them where they are and make a real difference.”
The campaign forms part of a broader strategy that aims to reduce harm before problematic behaviour becomes established.
Previous Campaigns Report Broad Reach
Alongside the new PSA, updated figures were released on earlier prevention activity funded through the same programme. Those results stated that large-scale campaigns have reached tens of millions of people since 2024.
One of the most visible efforts, titled The Randoms, was delivered with Maple Leaf Sports & Entertainment and reportedly reached more than 50 million people. Messaging linked to Super Bowl LIX was said to have reached over 120 million people, while activity during the Stanley Cup Playoffs engaged more than one million people.
Additional data showed sports leagues and arena partnerships generated media value connected to safer gambling campaigns and venue activations. Ethnocultural outreach efforts also expanded reach through television, festivals and community events.
Community Outreach and Support Tools
The programme has also directed resources toward groups considered more vulnerable to gambling harm, including ethnocultural communities and younger adults. Campaigns targeting Caribbean audiences reportedly exceeded one million people, while separate outreach aimed at South Asian communities used local events and places of worship.
Materials have been offered in multiple languages to improve accessibility.
Digital prevention tools remain part of the wider strategy. Search-based campaigns have been used to connect people looking for help online with support services. Other tools include a spending calculator designed to estimate long-term gambling costs, with plans to expand it to online casino and sports betting products.
The latest report also noted that many frontline organisations still need more training, funding and culturally relevant materials to respond effectively to gambling-related harm. Additional resources and training programmes are being developed.
Ontario’s online gambling market opened in April 2022 and has recorded steady revenue growth since launch. The new campaign indicates that prevention efforts are continuing alongside that commercial expansion.
Source:
Stan Cho LinkedIn, linkedin.com, April 2026
