Canada’s sports betting advertising debate has reignited as Senator Marty Deacon pushes for uniform national standards. This renewed effort comes with the introduction of Bill S-211, after the previous Bill S-269 failed to pass due to the resignation of former Prime Minister Justin Trudeau in early 2025. Bill S-269 had successfully navigated the Senate in November 2024 but did not become law.
The central aim of Bill S-211 is to entrust the Minister of Canadian Heritage with the creation of a nationwide framework for gambling advertisements. This framework would establish strict guidelines on advert volume, placement, and content, akin to the existing federal regulations for alcohol and tobacco advertising. The Senate Standing Committee on Transport and Communications resumed its evaluation of the bill last week, moving it forward to a third reading after a brief session.
Last month, Senator Deacon emphasized the need for a cohesive approach, comparing it to the regulations for alcohol and tobacco ads. She stated, “We need a common approach, a national standard similar to alcohol, similar to tobacco ads, that is not patchwork. And that’s why the government has to take the lead on this.”
Public sentiment against the overwhelming presence of gambling advertisements has been growing, particularly since Ontario’s market launch in 2022. A Maru Public Opinion Poll revealed that 59% of Canadians support a complete ban on gambling advertisements, while a Leger study released last month found that three-quarters of those who had seen sports betting ads believed there were too many.
Ontario’s introduction of commercial iGaming has fostered one of North America’s most competitive markets but also unleashed a deluge of advertising. This prompted the Alcohol and Gaming Commission of Ontario (AGCO) to enforce more stringent advertising regulations, including a prohibition on celebrities and athletes in gambling promotions. Several operators faced penalties for noncompliance during the market’s inaugural year.
Contrarily, ThinkTV’s research indicates that gambling ad volumes might already be decreasing. From 28,000 ads reviewed in 2024, only 189 were gambling-related, a significant drop from 442 in 2022. Additionally, the Canadian Gaming Association (CGA) and Ad Standards are collaborating on a voluntary advertising code to bolster industry self-regulation.
The industry response to Senator Deacon’s legislative push is divided. Prominent sports leagues such as the CFL, NFL, and NHL have expressed concerns, arguing that national restrictions could undermine legitimate advertising partnerships and revenue streams. Industry advocates caution that excessive limitations may inadvertently drive consumers toward unregulated offshore operators.
However, proponents argue that a federal framework would enhance consumer protection and ensure uniformity across provinces that currently manage gambling policies independently. This is particularly relevant as Canada legalized single-event sports wagering in 2021, which allowed provinces to regulate online sports betting and casino activities. To date, Ontario stands as the only province with a completely open commercial model, though Alberta is working on developing a similar structure.
This Canadian debate is paralleled by efforts in the United States, where Senator Paul Tonko has proposed a federal ban on gambling advertising — a proposal that has not yet advanced in Congress.
As Bill S-211 progresses through the Senate, it attracts increasing public attention. Lawmakers face the challenge of balancing consumer protection, market integrity, and industry sustainability in one of North America’s most scrutinized regulated markets. The ongoing deliberation over Bill S-211 underscores the complexities involved in regulating a rapidly evolving industry, where consumer interests must be weighed against economic and market realities. The outcome of this legislative effort could set a precedent for how gambling advertising is managed in Canada for years to come.
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