The Canadian Senate has pushed forward a new measure to tackle the surge of sports betting ads across the country. Senator Marty Deacon introduced Bill S-211, which got the green light this week and is now headed to the House of Commons for discussion.
Senate Bill Seeks to Rein in Sports Betting Advertising Nationwide
The bill, called The National Framework on Sports Betting Advertising Act, seeks to set up federal rules on how gambling companies can promote their services. If it becomes law, it would direct the Minister of Canadian Heritage to craft nationwide guidelines. These guidelines would have an impact on how often betting ads appear and where they show up, and what tone they use, as reported by Covers.
Instead of banning gambling ads outright, the bill aims to moderate them. It might cut down on how often ads pop up, control where they show up, and put limits on using famous people or sports stars to push gambling websites. Senator Deacon calls this bill a practical move to tackle what many see as too much gambling advertising. She points out that a total ban would run into legal issues because of free speech rights in Canada’s Charter of Rights and Freedoms.
The call to have an influence on federal oversight started after sports betting ads shot up following the green light for single-event bets in 2021. When Ontario rolled out a regulated iGaming market the next year, it sped up the surge, as private companies began to push their products hard on TV and online. Some people worry that this flood of ads has made gambling seem normal to young adults and upped the chances of addiction.
Senate Bill on Gambling Ads Faces Industry Pushback
Deacon said the aim is to bring some order to what is now a mixed-up set of rules. She pitched ideas like a “whistle-to-whistle” ban, which would stop betting ads from showing up during live games and the shows around them. The plan might also set up national rules to consider for responsible gambling messages and to prevent addiction.
Industry groups, however, see the proposal as needless government meddling. The Canadian Gaming Association says provincial governments already do a good job regulating ads. It has also pointed out that gambling ad volumes are going down, mentioning studies that show total ad spending by betting companies dipped a bit in both 2023 and 2024.
Some broadcasters and sports leagues have raised similar worries, cautioning that more restrictions could impact sponsorship deals and ad money. Others, including mental health and youth supporters, claim that a united approach is key to cutting down harm and ensuring protections are the same across the country.
The bill’s easy approval in the Senate points to widespread political backing, but its path through the House of Commons is not clear yet. Earlier versions of comparable bills have hit roadblocks before becoming law. Even so, the fresh talks show that Ottawa is starting to realize Canada might need to overhaul its rules on gambling ads across the country soon.