Ottawa — The Canadian Senate’s Standing Committee on Transport and Communications has approved Bill S-211, a measure that would establish a national framework to regulate sports betting advertising across the country. The bill, sponsored by Senator Marty Deacon, aims to curb excessive exposure and restrict celebrity or athlete endorsements that could appeal to minors.
If enacted, the legislation would require the federal cabinet to work with provinces to develop unified standards for ad content, broadcast hours, and online visibility. Supporters say the move is necessary after a surge of sports betting ads followed the legalization of single-event wagering in 2021. According to the Canadian Centre for Ethics in Sport, ad volume during televised games has more than tripled since then.
Public health experts, including the Canadian Medical Association Journal (CMAJ), have urged lawmakers to act, calling the constant ad exposure “insidious and harmful,” particularly for young audiences. However, industry stakeholders — including the Canadian Football League (CFL) and major sportsbooks like FanDuel, BetMGM, and theScore Bet — warn that over-regulation could undermine the licensed market while pushing consumers toward offshore operators.
The bill passed committee review in less than a minute, signaling bipartisan support as it heads to the Senate floor for debate later this fall. If successful, it could reshape the landscape of gaming advertising in Canada, balancing consumer protection with the interests of a rapidly growing industry.
