A coalition of Canada's five provincial gaming companies is calling for the federal government to continue working with local and regulatory authorities to protect Canadians from misleading advertising and operations on illegal gambling websites in Canada.

The coalition comprises British Columbia Lottery Company, Alberta Games, Liquor and Cannabis, Manitoba Liquor and Lottery Company, Rotto-Quavec and Atlantic Lottery Company.

In all states where Union member states operate, overseas operators promote illegal gambling websites by advertising mirrored "free to play" websites in all forms of media, especially during popular live sporting events. These ads are broadcast nationally, while blurring the lines between state-regulated gaming sites and illegal operators.

Patrick Diggle, president and CEO of Atlantic Lottery, said, "Research shows that the majority of participants do not know if the online site is legal in their area." "This is a significant amount of money to stay right here in our area to fund public services, but instead it continues to be taken away from helping our communities for the sole benefit of illegal operators."

In response to Canadian concerns about the rapid increase and frequency of such ads, local lottery companies have come together to fight these illegal operators and their misleading, intrusive ads.

Part of the coalition's advocacy will work to raise public awareness of the prevalence of illegal operators by rejecting misleading advertising on illegal gambling websites and advise media platform owners of their obligation to comply with existing laws and regulations. The coalition also encourages the federal government to enforce current laws and regulations to block these operators from markets where state lottery companies operate.

The Canadian online gambling market is estimated to be valued at $3.8 billion in 2022 and to grow to $6.2 billion by 2026, according to a study conducted in June 2022 by H2 Gambling Capital. "Illegal operators overall see the Canadian landscape as fully ripe," says Candice Machado, CEO of Alberta Gaming, Liquor and Cannabis. "They are using misleading advertising to dominate the market, often offering countless opportunities for Canadians to unwittingly engage in illegal betting."

In Canada, commercial gambling is illegal unless it is controlled by several states. State supervision helps protect players by providing a controlled and safe play environment, protection from looting, age limits, safe play resources to support sound play, and responsibility to the public. Offshore illegal gambling websites are not regulated or approved by state jurisdiction.

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