Federal Bill to Curb Gambling Ads in Canada Advances
Canadian lawmakers have advanced a federal bill that aims to restrict the volume and scope of sports betting advertisements nationwide.
LISTEN TO THIS ARTICLE:The Senate Transport and Communications Committee voted this week to move forward with Bill S-211, legislation designed to establish national rules limiting gambling advertising in Canada. The measure comes amid growing public concern about the prevalence of sports betting promotions across television, online platforms, and live broadcasts since single-event wagering became legal in 2021. If enacted, the bill would require the federal cabinet to create a framework regulating how betting companies market their products to the Canadian public.
Related: Concern Rise Over Gambling Ad Restrictions in Canada's Latest BillThe preamble of Bill S-211 highlights that gambling-related advertising has become pervasive throughout Canadian media. It cites studies showing that frequent exposure to such ads correlates with higher participation rates and increased risk of problem gambling. The proposed legislation seeks to curb these effects by introducing federal oversight and harmonizing rules that currently vary among provinces. Under the bill's terms, the federal government would consult with provincial authorities, broadcasters, and public health experts to design and enforce a coordinated policy on gambling promotion.
The measure echoes an earlier version that passed the Senate in November 2024 but failed to advance after Parliament was prorogued in January. Sen. Marty Deacon reintroduced the bill in June, arguing that the rapid expansion of sports wagering was not matched with sufficient consumer protections. She said that waiting for evidence of widespread gambling harm before implementing restrictions would be a mistake, stressing that the aim is to prevent negative outcomes rather than respond after they occur.
Deacon and other supporters contend that federal intervention is necessary because current provincial rules differ significantly, creating uneven standards across jurisdictions. Some provinces have introduced guidelines for gambling advertisements, while others rely primarily on voluntary industry codes.
The lack of consistent oversight, according to Deacon, has allowed operators to heavily market betting products during sports broadcasts watched by millions of Canadians, including younger audiences. The bill would provide a uniform structure for what can be advertised, when ads can appear, and how sponsorship arrangements can be presented in professional sports coverage.
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Opposition to Bill S-211 has emerged from major sports organizations, including the National Hockey League and the Canadian Football League. These groups argue that sponsorship and advertising agreements with betting companies have become an important source of revenue for teams and leagues.
They also claim that stricter federal controls could disrupt existing contracts and limit the economic benefits of regulated sports wagering. Industry stakeholders have echoed those concerns, maintaining that responsible marketing standards already exist and that further restrictions could push advertising toward unregulated online spaces.
Despite the pushback, public unease about gambling-related harm continues to grow. Since legalization, sports betting ads have appeared prominently during major events such as hockey and football games, often featuring well-known athletes and celebrities.
Critics argue that these campaigns normalize gambling behavior and expose vulnerable individuals to excessive marketing. Advocacy groups and mental health organizations have called for stronger federal action, citing rising inquiries to gambling helplines and an increase in individuals seeking treatment for betting-related issues.
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