Canada is moving closer to federal control over sports betting advertising with the progress of Bill S-211, the National Framework on Sports Betting Advertising Act, a proposal that passed the Senate on October 21, 2025 and is currently at second reading in the House of Commons as of April 15, 2026, with a vote expected on April 22, 2026. The initiative is sponsored by Senator Marty Deacon and aims to establish a mandatory national framework governing betting advertising exposure.
The bill does not change the legality of gambling, which remains regulated under the Safe and Regulated Sports Betting Act, enacted on June 29, 2021, amending the Criminal Code to allow single-event sports betting through provincial systems. The turning point came with the launch of Ontario’s regulated market on April 4, 2022, now the country’s most active jurisdiction.
iGaming Ontario reported CAD 82.7 billion in wagers and CAD 2.9 billion in gaming revenue for FY 2024–25, with more than 2.1 million active player accounts, placing Ontario at the center of the national debate. The rapid expansion has triggered widespread concern over advertising saturation.
Marc Miller
Bill S-211 introduces a structural shift. It mandates the Minister of Canadian Heritage, currently under Marc Miller, to develop within 12 months a national framework defining limits on volume, placement and frequency of betting ads, and to assess potential restrictions on the use of athletes and celebrities. The bill also assigns a key role to the Canadian Radio-television and Telecommunications Commission, led by Vicky Eatrides, to review current policies and recommend regulatory adjustments.
Vicky Eatrides
Canada currently operates under a fragmented system. Provinces such as Ontario, through the Alcohol and Gaming Commission of Ontario, already banned the use of athletes in iGaming advertising in February 2024. S-211 elevates the issue to the federal level, aiming to align standards nationwide.
Advertising-driven acquisition strategies are expected to tighten, pushing operators toward compliance-led growth and retention models. Over time, the shift could reshape competitive dynamics and marketing economics across the sector. Canada is not slowing gambling expansion.
It is redefining how the industry communicates. In a market exceeding CAD 80 billion, advertising control is emerging as the next major regulatory battleground.
