iGaming influencer marketing in Canada

Why Canadian creator campaigns are cast province by province

Bill C-218 let provinces offer single-event sports betting from 27 August 2021, so gambling is licensed provincially, not nationally. Ontario opened a competitive market to private operators on 4 April 2022 and Alberta opened its own on 13 July 2026. Elsewhere, provincial lottery corporations such as BCLC and Loto-Québec run the regulated sites.

• Athletes are off the table. Since 28 February 2024, Ontario operators cannot use active or retired athletes in igaming ads, except to advocate responsible gambling. Alberta's standards, finalised by the AGLC in June 2026, set the same limit.
• Minor appeal is judged creator by creator. Influencers, celebrities and entertainers likely to appeal to minors are barred. The AGCO expects operators to judge this on documented criteria such as follower demographics, audience data and ties to youth activities.
• Bonuses stay out of creator posts. Ontario prohibits public advertising of inducements, bonuses and credits. Offers may appear on the operator's own site or app, or in direct marketing to players who consented there, and Alberta follows the same model.
• The operator answers for its creators. Ontario operators are accountable for the third parties they contract, and marketing affiliates must not also promote sites operating in Ontario without AGCO registration. A grey-market code in a creator's bio is a casting problem.

Each name on a Canadian shortlist arrives with the evidence from our creator vetting method, including audience location down to city level where the platform reports it.

Ontario, Alberta and the rest of Canada compared for creator briefs

Where the audience lives decides who you can promote. This is how the provinces differ for a private operator's creator campaign, based on the regulators' published rules.

Streamers with large US audiences bring a second rulebook into play. Our gambling influencer compliance guide covers the checks we run across markets before any creator is booked.

Our Canadian iGaming creator campaign process

1. Province and registration. We confirm which provinces you are registered in, your operating agreement, the products in scope and the person who signs off compliance.
2. Casting with a minors assessment. Each creator gets a written appeal-to-minors assessment: follower demographics, audience data, content themes and youth-facing activities. Athletes are excluded unless the brief is purely about responsible gambling.
3. Briefs without inducements. Scripts carry no bonus, free bet or deposit match, because offers belong on your site or in consented direct marketing. Nothing is called free or risk-free when players stake their own money.
4. Disclosure up front. #ad at the start of the caption, the brand tagged, the platform's paid partnership label switched on and a spoken or on-screen disclosure inside every video.
5. Approval, monitoring and takedown. Your compliance contact approves each asset before it goes live. We review posts and VODs against the brief and fix or remove anything that drifts.

Caption, video and stream wording is collected in our creator ad disclosure examples.

What you get

• A province-checked shortlist Creators with audience location, follower age data and a written minors assessment for each.
• Inducement-free scripts Approved claims and your responsible gambling lines, with no public bonus language.
• Disclosure set per platform #ad placement, brand tags and paid partnership labels agreed before filming.
• Compliance sign-off Nothing goes live until your approver has signed it off.
• A casting file Assessments, approved scripts and live URLs kept together for an AGCO or AGLC query.
• Live checks Posts and streams reviewed against the brief, with every fix logged.

Each creator gets a tracked link that lands on your registered provincial site. We report registrations and first deposits per creator from your back office, with the minors assessment filed beside the numbers.

Live streams follow our casino streamer marketing delivery model: each integration is logged from the VOD and checked for disclosure and the responsible gambling lines in your brief.

Why 3betmedia

We take Canadian briefs only from operators registered in the province a campaign targets, and we do not aim private operator campaigns at provinces served only by a lottery corporation. Our team has run creator deals in restricted categories since 2018.

This page sets out the Canadian rules. The content side is on our iGaming influencer marketing agency page, and match-day formats on sportsbook influencer marketing. We are not lawyers, so your compliance team approves the final content.