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The Responsible Gambling Council unveiled a targeted PSA campaign for young adult males and released impact data from Ontario's Responsible Internet Gambling Fund.
Apr 2, 2026 · 6 min read
The Responsible Gambling Council (RGC) has launched a comprehensive prevention initiative combining a new public service announcement targeting young adult males aged 19 to 24 with detailed impact data from Ontario's Responsible Internet Gambling Fund (RIGF). The dual announcement demonstrates measurable outcomes from publicly funded gambling harm prevention efforts.
The new PSA campaign will distribute content across Canadian broadcasters and major digital platforms, including Netflix, Spotify, and Meta. This strategic approach aims to reach young adults in environments where they consume content regularly, addressing increased risks of early gambling exposure and normalized betting behaviors.
Funding for this initiative comes from the RIGF, which transfers $3 million per year from Ontario's iGaming revenues toward proactive harm prevention programs. The fund represents the provincial government's commitment to ensuring online gambling expansion includes meaningful player safeguards.
"Gambling should never come at a human cost. As online betting continues to evolve rapidly, we are seeing an increased risk of early exposure and normalized gambling behaviors, particularly among young men. 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."
— Sarah McCarthy, RGC CEO
The RIGF impact report reveals substantial reach through various prevention initiatives. The Randoms PSA campaign achieved significant penetration through the MLSE partnership and paid digital advertising, reaching 6 million people since implementation.
Broadcaster investment in responsible gambling messaging has reached approximately $100 million since the regulated market launched, reflecting industry commitment to youth-focused safety communications. Sports broadcasting generated 601 million impressions during MLSE home games (316 million) and away games (285 million).
Major sports leagues and arena partnerships contributed $4.15 million in media value through dedicated activations and messaging integration. Ethnocultural outreach programs, including partnerships with organizations like Caribbean Vibrations, reached 49 million people through television, media, and community activations.
$3 million
Annual RIGF funding from iGaming revenues
6 million
People reached by Randoms PSA campaign
$100 million
Broadcaster investment in responsible gambling messaging
601 million
Total impressions during MLSE games
$4.15 million
Media value from sports partnerships
49 million
People reached through ethnocultural outreach
Stan Cho, Minister of Tourism, Culture and Gaming in Ontario, emphasized the strategic importance of evidence-based prevention funding.
"Ontario's investment in the Responsible Internet Gambling Fund reflects our government's commitment to ensuring that online gambling expansion is matched with meaningful safeguards for players. The results we are seeing demonstrate that targeted, evidence-based prevention works, and we are proud to support programs that are reaching young Ontarians with the tools and information they need to make safer choices."
— Stan Cho, Minister of Tourism, Culture and Gaming in Ontario
RGC has operated as an independent, non-profit organization for over 40 years, delivering evidence-based awareness programs and facilitating the internationally recognized RG Check accreditation program. The organization works with regulators, operators, researchers, treatment providers, and community organizations to ensure comprehensive gambling safeguards.
Recent partnerships have expanded RGC's global influence. The RGC joins IGSA Committee to shape global gaming standards, positioning the organization to contribute research and prevention expertise to global standards development. Additionally, RGC has formed a partnership targeting global gambling harm prevention with the International Center for Responsible Gaming to advance research and policy initiatives.
RGC's Global Expansion
The Responsible Gambling Council has significantly expanded its international presence in 2026 through strategic partnerships. The organization joined the International Gaming Standards Association as a Partner Member and formalized collaboration with the International Center for Responsible Gaming, positioning RGC to influence global responsible gambling standards and research initiatives.
The new PSA and complete RIGF impact report are available through responsiblegambling.org. Media inquiries can be directed to Patrick Moore, Senior Manager, PR & Communications at the Responsible Gambling Council, at 437-991-9781, fax 416-499-8260, or [email protected].
The RIGF model demonstrates how dedicated revenue allocation can fund comprehensive prevention programs reaching diverse demographics through multiple channels. RGC continues advancing help-seeking destigmatization through accessible digital tools and sustained engagement campaigns targeting at-risk populations.
The combination of targeted messaging for high-risk demographics, strategic platform selection, and measurable impact data provides a framework for evidence-based prevention that other jurisdictions may examine as online gambling markets expand. The substantial broadcaster investment and sports partnership integration suggest industry recognition of prevention messaging value beyond regulatory compliance requirements.
Evidence-Based Prevention Framework
The RIGF model demonstrates how dedicated revenue allocation from regulated gambling can effectively fund comprehensive prevention programs. This approach combines targeted demographic messaging, strategic platform selection, and measurable impact data to create a replicable framework for other jurisdictions expanding online gambling markets.
The RIGF is Ontario's dedicated harm prevention fund that transfers $3 million per year from the province's iGaming revenues toward proactive gambling harm prevention programs. It represents the provincial government's commitment to ensuring online gambling expansion includes meaningful player safeguards.
The campaign specifically targets young adult males aged 19 to 24, a demographic identified as having increased risk of early gambling exposure and normalized betting behaviors. The content will be distributed across major digital platforms like Netflix, Spotify, and Meta to reach this audience where they consume content regularly.
The fund has generated substantial reach including 6 million people reached through the Randoms PSA campaign, 601 million impressions during sports broadcasts, and 49 million people reached through ethnocultural outreach programs. Broadcasters have invested approximately $100 million in responsible gambling messaging since the regulated market launched.
According to RGC.
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