Canada is seeing a notable increase in the demand for the total prohibition of gambling advertising, with senators banding together to push for stricter regulations. However, such a drastic measure remains unlikely. While outspoken lawmakers argue that the surge in sports betting ads since 2021 has created a public health concern, regulators and industry figures point out that Canada’s fragmented regulatory landscape makes a nationwide ban challenging to implement.
Lawmakers Urge for Federal Controls
In November, a campaign launched by senators Percy Downe and Marty Deacon urged the Prime Minister to introduce a ban on all sports gambling promotions. Their letter, supported by 40 senators, argued that the spike in gambling ads is becoming an issue, nudging users to turn their phones into “a pocket-sized casino.” Downe argued that single-event sports betting, such as microbets, exposes players to increased risk.
Some restrictions are already active in individual provinces. Ontario, for example, bans ads with famous sports figures, cartoons, influencers, or public personalities that can appeal to children. Several leagues and broadcasters have also introduced restrictions. However, Downe argues that such measures are not enough. He compares the current situation to tobacco advertising, an issue he says Parliament resolved only when it chose to remove the ads altogether.
Meanwhile, Senator Deacon has opted for a more measured approach, introducing Bill S-211 through the House of Commons. The proposed legislation, titled the National Framework on Sports Betting Advertising Act, would establish federal standards for betting operator advertisements. The legislation does not intend to ban the ads. Instead, it seeks to limit their frequency, placement, and tone.
Operators Seek to Avoid Sweeping Regulations
Industry representatives have taken a firm stance against a total gambling ad ban, arguing that current data does not support the public perception of an advertising overload. Paul Burns, president and CEO of the Canadian Gaming Association, notes that gambling advertisements constitute a tiny portion of the total airtime. The CGA drew attention to research showing that iGaming accounts for about 2% of all television advertising.
The organization believes that responsible marketing, together with strict provincial supervision, offers better consumer protections than a blanket ban. According to the CGA, Bill S-211 is also unnecessary, as it duplicates existing safeguards and could undermine provincial actions. One argument was that kids no longer watch as much TV, making gambling ads less of an issue.
Existing measures create a very robust mechanism for advertising oversight and compliance in Canada, driven by provincial and territorial oversight.
CGA statement
Canada now sits between two competing narratives: one demanding urgent federal action, and another insisting that existing provincial regulations are sufficient. Whether the nation strengthens national standards or delegates regulation to provinces could determine the future direction of Canada’s gambling industry. However, few expect lawmakers to choose a blanket ban as their solution.