In October 2025, following a shift in Canada’s political landscape, efforts to establish a national framework for sports betting advertising have gained renewed momentum. Senator Marty Deacon reintroduced Bill S-211, aiming to create consistent advertising standards across the nation. This initiative follows the prior legislation, Bill S-269, which stalled after former Prime Minister Justin Trudeau’s resignation earlier in January.
The proposed bill mandates that the Minister of Canadian Heritage develop a standardized framework governing sports betting advertisements. Previously, a similar bill had successfully navigated the Senate in November 2024 but failed to proceed further before the legislative session ended. The legislation sought to regulate the quantity, reach, and placement of gambling advertisements, advocating for a more controlled and uniform approach.
The Senate’s committee resumed its discussions last week, focusing on Deacon’s proposal. The brief session at the Standing Senate Committee on Transport and Communications marked the bill’s progression to its third hearing in the Senate, following extensive deliberations during the last year. Senator Deacon emphasized the necessity for a cohesive national strategy, akin to existing regulations on alcohol and tobacco advertising, stressing the importance of government leadership in establishing these standards.
Public sentiment appears to be in favor of stricter controls on gambling advertising. A survey by Maru Public Opinion revealed that 59% of Canadians supported a ban on such advertising. This sentiment has been building since Ontario opened its online gambling market to commercial operators two years ago, leading to a surge in advertisements. A recent Leger study indicated that 75% of Canadians who encountered sports betting ads believed the volume was excessive.
Despite the public’s concerns, there is evidence to suggest a decline in such advertisements. ThinkTV, a research organization, noted that of the 28,000 ads analyzed in 2024, only 189 were related to gambling, a significant drop from 442 gambling-related ads identified in 2022. Concurrently, the Canadian Gaming Association and Ad Standards, a nonprofit group, are developing their own advertising codes for gambling operators.
Opposition to Deacon’s legislation comes from major sports leagues, including the Canadian Football League, the National Football League, and the National Hockey League. These organizations have voiced their concerns, reflecting the complexities and differing opinions within the sports and gambling industries.
In 2021, Canadian lawmakers legalized single-event sports wagering, paving the way for Ontario—North America’s fifth-largest jurisdiction—to open its gambling market to commercial online sports betting and casino operators. Ontario remains unique in Canada as the only jurisdiction with a fully commercialized market, though Alberta is reportedly working towards establishing a similar framework.
When Ontario regulators launched the market, they implemented some of North America’s strictest advertising guidelines. These rules were eventually refined to prohibit the use of celebrities and athletes in gambling promotions, leading to multiple operators facing fines for advertising violations during the first year.
The debate over gambling advertising extends beyond Canada. In the United States, Senator Paul Tonko proposed a federal ban on gambling advertising. However, this initiative has not gained significant support in Congress. Stakeholders on both sides of the border have argued that outright bans could inadvertently drive bettors back to unregulated, illegal operators.
This intricate interplay of regulations, market dynamics, and public opinion highlights the challenges of balancing consumer protection with industry growth. While the push for a cohesive national framework in Canada reflects growing concerns over the proliferation of gambling advertisements, it also underscores the need for careful consideration of potential unintended consequences, such as driving consumers towards black-market options.
As Canada’s legislative efforts unfold, the discourse around sports betting advertising will likely continue to evolve, influenced by ongoing discussions among regulators, industry players, and the public alike. The outcome of these efforts will not only shape the future of gambling advertising in Canada but also provide valuable precedents for other jurisdictions grappling with similar challenges in the digital age.
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