BetMGM Canada Faces $110,000 Fine Over Inducement Violations

The Alcohol and Gaming Commission of Ontario (AGCO) has imposed a $110,000 fine on BetMGM Canada Inc. for breaching the province’s online gambling regulations. The penalty stems from violations related to marketing practices involving third-party s that offered financial incentives to the public for opening new s.

AGCO Investigation Uncovers Inducement Marketing

AGCO’s inquiry found that in January 2024, BetMGM representatives attended the National Franchise Show, a major trade event, where they provided $100 in cash to individuals who ed and deposited $15 into new s. This act was deemed a violation of Standard 2.05, which prohibits operators from promoting inducements, bonuses, or credits in general public marketing.

Further breaches occurred in March 2024, when BetMGM’s , Above the Street, engaged in similar activities, leading to 377 new s and earning $127,180 in commissions. The pattern continued in April 2024, when another , Maple Leaf Marketing, secured 94 new player s through prohibited inducements, resulting in approximately $34,000 in commissions.

Ontario maintains some of the world’s strictest rules on gambling ments, specifically banning high-risk inducements in public spaces to safeguard consumers from potential harm. Under Standard 1.19, ed operators are able for ensuring that third-party vendors comply with Ontario’s gaming laws.

AGCO enforces stringent rules to prevent predatory advertising. Its regulations mandate that gambling promotions must be limited to an operator’s website or sent through direct marketing to players who have given explicit consent. The AGCO emphasized that these measures are essential to reducing gambling-related harm.

A spokesperson from AGCO stated, “Responsible gambling safeguards and the protection of Ontarians on ed gaming sites is among our key priorities. The AGCO monitors the activities of all ed operators and their third-party suppliers to ensure they are meeting our high standards and we continue to take strong action to ensure they operate within the public interest.”

BetMGM’s Response and Corrective Actions

Upon being notified of the violations in early 2024, BetMGM Canada conducted an internal review and promptly terminated its affiliations with the responsible marketing partners. The company acknowledged the breaches and stated its commitment to compliance with Ontario’s regulations.

A company spokesperson said, “BetMGM has worked closely through these issues with the AGCO, including on remediation measures that were implemented as a result. BetMGM is committed to the protection of our patrons in Ontario, and regrets and apologizes that these issues have occurred.”

Ontario legalized single-event sports betting in 2021, becoming the first Canadian province to establish a regulated online gambling framework. Since its inception, the market has grown significantly, but operators must strictly adhere to the province’s advertising and marketing guidelines.

BetMGM has the option to contest AGCO’s decision before the Licence Appeal Tribunal (LAT), an independent adjudicative body within Tribunals Ontario.

The AGCO’s enforcement of gambling regulations serves as a reminder to all operators that non-compliance with marketing and advertising standards can result in substantial financial penalties and reputational damage.

Source:

‘’BetMGM Canada Faces $110,000 Fine for Marketing Violations in Ontario’’, news.worldcasinodirectory.com, March 26, 2025.