Canada's New Bill Targets Sports Betting Advertising

Canada's House of Commons has taken a significant step toward regulating sports betting advertising. Lawmakers voted to advance Bill S-211, the National Framework on Sports Betting Advertising Act, to the Standing Committee on Canadian Heritage. It is the first federal sports betting advertising bill to clear the House for committee review, having previously passed the Senate in both 2024 and 2025. Its progression follows years of growing concern about the surge in gambling ads since single-event sports betting was legalized in 2021.

For the first time, Canada's federal government is stepping into sports betting advertising regulation, a space long controlled by the provinces.

Sports Betting Ad Restrictions Under Bill S-211

Bill S-211 would require the Minister of Canadian Heritage to establish national advertising standards governing the volume, placement, and content of sports betting ads. The bill also targets celebrity and athlete endorsements. The Canadian Radio-television and Telecommunications Commission would review existing rules to assess consumer protections.

Senator Marty Deacon, a prominent voice in related debates, proposed a whistle-to-whistle ban on sportsbook ads during live games. He also proposed restricting in-game app promotions and prohibiting betting-sponsored intermission shows. While Deacon supports an outright advertising ban, he has acknowledged doubts about its legislative feasibility.

Federal vs Provincial Jurisdiction Over Gambling Ads

The bill faces pushback rooted in Canada's federal structure. Gambling regulation has traditionally been the responsibility of the provinces, and the Criminal Code already governs provincial online gambling operations. Critics, particularly the Bloc Québécois, argue that federal involvement infringes on provincial jurisdiction. The Canadian Gaming Association contends provinces already regulate advertising adequately.

Ontario remains the only province with specific restrictions, limiting athlete use in iGaming promotions. Alberta is expected to adopt a similar approach when its market launches in July. Despite provincial opposition, Prime Minister Mark Carney voted in favour of advancing the bill.

Global and Domestic Trends in Gambling Ad Regulation

Canada's debate reflects a broader international shift. The UK enforces strict codes requiring socially responsible advertising, while Australia is phasing in bans on gambling ads during live sports. The US applies a combination of federal truth-in-advertising rules and state-level restrictions on targeting minors.

Domestically, Conservative MP Kevin Waugh, who sponsored the 2021 bill legalizing single-event betting, stated that advertising has reached "an all-time extreme." Ontario has separately introduced Bill 107, which would ban nearly all online gambling advertising. Industry stakeholders remain divided, with some warning that federal intervention could further complicate the regulatory landscape.