Previous Failures
The Canadian Senate is taking another attempt to establish a national framework for sports betting advertising. Senator Marty Deacon reintroduced legislation that is nearly identical to a 2024 proposal. The initial bill failed to reach the House of Commons before Parliament was prorogued at the beginning of the year.
Bill S-211, known as the National Framework on Sports Betting Advertising Act, was tabled by Sen. Deacon last week. A spokesperson for the Ontario senator confirmed that the bill reintroduces last year’s S-269, which the Senate passed in November 2024. However, the former bill died on the order paper following Prime Minister Justin Trudeau’s resignation and the prorogation of Parliament that followed.
The spokesperson went on to explain that Sen. Deacon hoped the Senate would pass the bill again quickly so it could return to the House of Commons. The earlier version was awaiting a second reading in the House before parliamentary business was suspended.
Concerns Over Advertising
The new bill reflects ongoing concerns about the prevalence and influence of sports betting advertising in Canada. According to the summary of the legislation, the increase in sports betting and gambling advertisements in recent years has become pervasive. It is especially troubling in terms of exposure to vulnerable Canadians. The bill includes research that indicates a direct link between increased advertising and higher betting activity, especially from minors and other at-risk populations.
The sports betting advertising bill would seek to regulate the volume, placement, and content of sports betting advertisements across Canada. It would include restrictions or possible bans on the use of celebrities and professional athletes in gambling adverts.
Regarding gambling advertising, the Senate has heard testimony from the Canadian Radio-television and Telecommunications Commission (CRTC), the Canadian Gaming Association, and major sports leagues such as the NFL, NHL, and CFL.
Limited advertising regulations are in operation in Ontario, Canada’s only fully regulated commercial online gambling market. The Alcohol and Gaming Commission of Ontario (AGCO) prohibits the use of imagery that targets minors and limits celebrity endorsements. However, Sen. Deacon is arguing that a consistent and nationwide approach is necessary to prevent regulatory gaps between provinces and ensure equal regulations across all of Canada.
The Bill would make the Minister of Canadian Heritage responsible for leading the development of the framework. They would have to consult with provincial governments, indigenous communities, and other stakeholders. If the bill passes, the CRTC would also have to evaluate its current advertising rules to ensure they meet the standards.
