Canada’s sports betting ad bill advances, faces scrutiny
Canada’s House of Commons has taken a historic step by advancing the National Framework on Sports Betting Advertising Act (Bill S‑211) to the Standing Committee on Canadian Heritage for further study. If enacted, it would mark the federal government’s first direct intervention in regulating sports betting advertising nationwide.
A historic vote
Wednesday’s vote represents the first time a federal bill on sports betting advertising has cleared the House for committee review. Bill S‑211 had already passed the Senate in 2024 and 2025, but this latest version is the first to gain traction in the opposite chamber.
Canada’s national framework progressed through several bills, particularly S‑269 (2024) and the current S‑211. The latter introduced the concept but stalled in the Senate. Meanwhile, the Safe and Regulated Sports Betting Act (2021) remains the foundation, granting provinces authority over gambling operations while leaving advertising largely unregulated.
Federal vs. provincial authority
The Criminal Code oversees the provinces’ online gambling operations. But with the introduction of Bill S-211, Ottawa’s planning to establish national advertising standards. Critics say this move infringes provincial jurisdiction.
The legislation would require the Minister of Canadian Heritage to establish a framework governing sports betting ads, reflecting growing federal concern about their health and social impacts. It also underscores the tension between provincial autonomy and Ottawa’s push for uniform rules.
Ontario remains the only province with specific restrictions. The Alcohol and Gaming Commission of Ontario (AGCO) limits the use of athletes in iGaming promotions to responsible gambling campaigns. Alberta is expected to adopt a similar model when its market launches in July.
Proposed measures
Senator Marty Deacon spoke in debates involving S-211 and S-269. He proposed measures like a whistle‑to‑whistle ban on sportsbook ads during live games, prohibiting betting‑sponsored intermission shows, restricting in‑game app promotions, and limiting ad exposure in spaces accessible to minors.
Political divide
Prime Minister Mark Carney voted in favour, while opposition came largely from the Bloc Québécois, who argue federal involvement infringes on Quebec’s jurisdiction.
More than 40 senators, including Deacon, had previously urged the government to prohibit sports betting advertising outright. While S‑211 stops short of a ban, Deacon has voiced support for one but doubts its feasibility through legislation.
Provincial pushback
Ontario has introduced Bill 107, which proposes banning nearly all online gambling advertising, including for casinos. But industry stakeholders remain divided.
Advocates of S‑211 warn that the rise in sports betting ads, especially since Ontario’s regulated iGaming launch in 2022, has become a public health issue. For one, Conservative MP Kevin Waugh sponsored the 2021 bill legalising single‑event sports betting under provincial control. He argued that while provinces have managed gaming responsibly, advertising has reached “an all‑time extreme.”
According to the Canadian Gaming Association, provinces already regulate advertising within their jurisdictions. This federal intervention is unnecessary. In addition, some industry stakeholders caution that Ottawa’s involvement could further complicate matters and cause more harm than good.
International comparisons
Canada’s debate on sports betting advertising mirrors global trends. For instance, the UK enforces strict “socially responsible” ad codes while Australia is phasing in sweeping restrictions, including bans during live sports. In the U.S., it relies on a patchwork of federal truth-in-advertising rules and state-level bans on targeting minors.
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