Posted on: May 29, 2026, 08:25h.
Last updated on: May 29, 2026, 08:25h.
- Ongoing debate over the volume of igaming advertising in Canada is impacting the potential for an Ontario-style market for Quebec
- Study said $2.3 billion in GGR is being lost to the unregulated market in Quebec
- Spokesperson for Coalition of private operators said Quebec opposition political parties are looking more seriously at implementing an Ontario igaming model
The volume of igaming advertising in Canada is an impediment in opening an Ontario-style, competitive market in Quebec, said the spokesperson for a coalition of private operators looking to expand into that market.
National Advertising Bill
The debate about whether gambling advertising has become too widespread, especially during television sports broadcasts, was a hot topic of discussion at last week’s SBC Summit Canada in Toronto.
Critics say gambling ads are everywhere and can be connected to problem gambling and public health concerns. Meanwhile, operators, broadcasters, gaming companies and industry groups have pushed back strongly against calls for outright bans.
Federal Bill S-211, the National Framework on Sports Betting Advertising Act, is currently making its way through Parliament and if passed into law would create national standards around gambling ads.
Concern Over iGaming Ad Volume
It’s a process that Ariane Gauthier, spokesperson for the Quebec Online Gaming Coalition, is watching carefully, as her organization continues to push the provincial government and opposition parties to adopt an Ontario model.
The Coalition is comprised of Apricot, Bet99, Betway, DraftKings, Entain, Flutter and Rush Street.
“The big concern from almost everybody I have discussions with is promotion and advertising,” she said.
That’s the main reason for not opening the market, they tell her.
Quebec Election in October
However, the amount of advertising in Ontario reflects Ontario’s choices,” she said. “We can regulate private igaming offerings in Quebec with different rules, maybe stricter rules. You don’t have to cut and paste a model.”
Another reason to keep the status quo, that Gauthier said she is finding, is a desire to protect Quebec culture, in part through the government-run Loto-Québec monopoly, that would come under attack from big U.S. operators like DraftKings and FanDuel if the market opened.
That’s why, Gauthier added, that Loto-Québec will still have an important role to play in a new regulatory regime that promotes competition.
Competitive Markets in Alberta and Ontario
There was a lot of discussion at the Summit about whether Quebec would be the next Canadian province to follow Ontario and Alberta (with its open, competitive market going live July 13).
Gauthier was part of a Summit panel that included Patrick Harris, President of Rubicon Strategy, and Troy Ross, President of TRM Public Affairs, discussing what provinces could follow the Alberta and Ontario model with a competitive regulated market that goes up against the government monopolies.
Moving from one to two (provinces) is significant in terms of progress,” said Ross. “But even more significant, if you take the populations of Alberta and Ontario, you have about 21 million, which is half the population of Canada. Once you’ve reached that halfway point, that’s an inflection point for regulation across the country.”
Respecting the Social License
Harris said in both cases, with Alberta and Ontario, the introduction of an open igaming market came as the result of political will from a new premier, who was more of a disruptor, who came in as a catalyst and got it done.
“I think every province in the country is looking at it,” he said. “There are two things that make politicians do things – public opinion and money. There is much more money to be made by regulation. The public was supportive of it. The key question for the industry moving forward is how they’re acting in Ontario and Alberta, how they’re using that social license. That is going to dictate whether it’s going to be able to be run through the rest of Canada.”
In an interview with Casino.org after the panel discussion, Gauthier said the ruling party in Quebec, the Coalition Avenir Quebec, has been against opening the market up to competitors to take on the government-run Loto-Québec.
Loto Quebec Monopoly
However, there’s a provincial election coming up in October, and according to polling compiled at 338Canada.com, it’s a three-party race between the Parti Quebecois, leading at 30%, followed by the Liberals at 28%, then the CAQ at 20%.
Gauthier said the Quebec Online Gaming Coalition has met with the PQ and Liberal party, getting “tough questions” their way, with the parties showing an openness to change things up in the province, and regulate a competitive online gaming market.
“They show they understand the global dynamic of this market,” she said. “Quebec is interested in other models. Quebec is looking at what Ontario is doing, what Alberta is doing, also looking at European models.”
$2.3 Billion in GGR Lost to Unregulated iGaming
Gauthier wouldn’t set a timeline on when the market could potentially open, “but there’s definitely reflection going on.
“A lot of work is being done quietly, and we’re progressing,” she added.
According to research released by TRM Public Affairs, just 27% of the total available market in Quebec is being channelled to Loto-Québec, with 73% going to the unregulated market, meaning CAD $2.3 billion in GGR lost to unregulated igaming, and CAD $563.3 million in lost government revenue (assuming an 80% operators/20% government split).
Market Growth in Quebec
Gauthier referenced a statement made by Jean-Francois Bergeron, CEO of Loto-Québec, to cabinet, just before the summit started last week, that the igaming market in the province grew by 20% last year.
However, according to Gauthier, that means the provincial government is losing more revenue every year, and that Quebec is losing control of the online gaming industry.
“Maybe Loto-Québec is doing good job to provide a safe environment to players, but it provides it only at best to half of its players,” said Gauthier. “What happens to the other half?”
