Canada’s legislative push to create unified national regulations for sports betting advertising is advancing toward its final stages, with lawmakers preparing to review Bill S-211 following its passage in the Senate last year. The proposed legislation mandates the creation of a comprehensive national framework for sports betting promotions while investigating targeted strategies to mitigate gambling-related harm across the country.
If the bill secures committee approval, it is slated to progress to a third and final reading in the House of Commons. Supporters emphasize that the legislation does not constitute an outright ban on advertising; rather, it aims to introduce consistent national standards and enhanced consumer protection measures.
The bill’s sponsor, Bardish Chagger, emphasized the urgency of addressing gambling harms during discussions with broadcasters, stating: “People are being impacted in a very harmful way. They are losing their livelihoods, they’re losing their homes, they’re losing their savings, they’re losing their lives.” Originally introduced in the Senate by Marty Deacon, the legislative push responds to public debate surrounding the proliferation of sports betting advertisements since single-event wagering was legalized nationwide.
Framework structure and CRTC oversight
Under the proposed law, the federal government would be required to establish a national framework governing sports betting advertising. Key measures under consideration include restricting ad placements, limiting broadcast frequencies, and potentially curtailing or banning the participation of athletes and celebrities in betting campaigns.
Additionally, the legislation mandates national standards focused on addiction prevention, research initiatives, and information-sharing across different levels of government, health agencies, and industry stakeholders. Prior to finalizing the framework, the Minister of Canadian Heritage would be legally required to consult provincial governments, health experts, gaming regulators, Indigenous organizations, and industry representatives.
Another core component requires the Canadian Radio-television and Telecommunications Commission (CRTC) to review its existing policies to determine their effectiveness in curbing harm linked to sports betting marketing. The bill outlines strict reporting requirements, obligating the Minister to produce an implementation report within one year of enactment, followed by a five-year follow-up assessment evaluating the efficacy of the implemented measures.
Provincial opposition from Ontario and Alberta
Despite federal momentum, provincial authorities in Ontario and Alberta have voiced strong opposition to Bill S-211, contending that gambling advertising is already robustly managed at the regional level.
Ontario Attorney General Doug Downey previously communicated to Ottawa that the province maintains primary jurisdiction over its localized market, noting that Ontario introduced a modern regulatory framework complete with consumer protections when it launched its commercial online gambling market in 2022. Furthermore, MPP Lee Fairclough introduced Bill 107, titled the Stop Harmful Gambling Advertising Act. earlier in the year to prohibit promotional campaigns by online operators under the Gaming Control Act, 1992.
Similarly, Alberta, which officially opened its commercial market, warned federal authorities that the bill risks creating a convoluted two-tier regulatory structure that could negatively impact provincial revenues.
