Canada is advancing a national framework to regulate sports betting advertising amid public concern and league opposition.
Canada is pushing forward with efforts to create a national framework for sports betting advertising, led by Senator Marty Deacon, as public concern mounts over ad saturation and its impact on consumers.
Senator Deacon introduced Bill S-211 this year, following the collapse of a previous attempt, S-269, which stalled after former Prime Minister Justin Trudeau resigned in January and ended the legislative session. The earlier bill, first introduced in 2023, had sought to impose national restrictions on the volume, scope, and placement of gambling advertisements.
Under the new proposal, the Minister of Canadian Heritage would be tasked with creating a consistent advertising framework. The Senate’s Standing Committee on Transport and Communications held a brief discussion last week, advancing the bill to its third hearing after multiple sessions last year.
We need a common approach, a national standard similar to alcohol or tobacco advertising, not a patchwork. The government must lead on this.
Public concern
Polling shows strong public support for tighter controls. A Maru Public Opinion Poll last year found 59% of Canadians favored a ban on gambling advertising. A Leger study released last month reported that 75% of Canadians who had seen sports betting ads felt there were too many.
Despite the concerns, evidence suggests sports betting advertising has declined. Research group ThinkTV found only 189 gambling-related ads out of 28,000 in 2024, down from 442 in 2022. Meanwhile, the Canadian Gaming Association and Ad Standards are developing their own voluntary advertising code for operators.
However, major leagues, including the Canadian Football League (CFL), National Football League (NFL), and National Hockey League (NHL), have voiced opposition to Deacon’s bill, citing potential business impacts.
Canada's growing sports betting market
Canada legalized single-event sports betting in 2021, prompting Ontario, North America’s fifth-largest market, to open commercial online sports betting and casino operations. Ontario remains the only fully open commercial market, though Alberta is working to develop similar regulations.
Ontario implemented strict advertising rules from the outset, including bans on using athletes and celebrities to promote gambling. Regulators fined multiple operators in the first year for violating these rules, demonstrating active enforcement.
The move in Canada mirrors trends in the U.S., where Senator Paul Tonko has proposed a federal ban on sports betting advertising, though it has yet to gain traction. Regulators and industry stakeholders caution that complete bans could drive bettors back to illegal operators, complicating enforcement and consumer protection.
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