Canadian Senators Consider Limits on Sports Betting Advertisements
This week, Bill S-269, the National Framework on Advertising for Sports Betting Act, was examined during two Standing Senate Committee on Transport and Communications meetings. Discussions included contributions from Sen. Marty Deacon, the bill's sponsor, Sen. Brent Cotter, and representatives from various organizations such as Sport Canada, the Centre for Addiction and Mental Health (CAMH), and the Canadian Lottery Coalition. The focus was on the advertising of sports wagering in Ontario.
Several lawmakers who supported Bill C-218, which legalized single-event sports betting in 2021, expressed regret over their decision. While not necessarily wishing to reverse the legalization, they lamented the lack of foresight regarding advertising issues.
“I wish we had considered the flood of advertising that would follow,” said Deacon during Tuesday’s meeting, describing the pervasive presence of sports betting ads on TV, mobile games, and sports equipment. She emphasized the negative impact of this "barrage" of advertisements.
Three years after the passage of Bill C-218, the current discussion centers on how to control the nationwide advertising of online and mobile sports betting.
“We have the privilege of sober second thought,” Deacon stated. “We have the opportunity to fix this.”
What Does the Legislation Entail?
First introduced last summer, Bill S-269 mandates the Minister of Canadian Heritage to create a national framework for sports betting advertising with “reasonable limits.” While provinces and territories can regulate gaming and betting independently, this framework aims to enhance collaboration by sharing information and establishing general standards.
Bill S-269 proposes measures to regulate advertising, including restricting non-broadcast advertising and limiting its scope. It also suggests that the federal government consider restricting or banning the use of celebrities or athletes in ads, similar to recent regulations by the Alcohol and Gaming Commission of Ontario (AGCO). Deacon criticized the AGCO's rules for still allowing athletes to promote sportsbooks through responsible gambling (RG) messages, calling it a “truck-size loophole” that appeals to children.
The bill also aims to find ways to prevent minors and problem gamblers from being affected by sports betting advertising.
What Was Discussed?
The sessions included senators who had differing opinions on Bill C-218. Alberta Sen. Paula Simons, who voted against the single-sports betting bill, said, “I predicted that this would happen.” Others, like Deacon, supported the bill, believing it would bring single-sport betting under provincial jurisdiction, given its existing popularity through grey-market operators.
Quebec Sen. Leo Housakos, committee chair, expressed mixed feelings, saying, “I’m torn on if I was wise by doing so.”
The discussions highlighted the potential harm of gambling advertising, particularly to children and individuals with gambling addictions. Former Olympian Bruce Kidd, a leading member of the Campaign to Ban Advertising for Gambling, argued for a federal ban on gambling ads, calling it the most effective public health strategy.
Will Hill, executive director of the Canadian Lottery Coalition, reiterated that advertising for sportsbooks regulated only in Ontario should not be broadcast outside the province. He emphasized the need for any new regulatory framework to clearly define legal advertising boundaries.
Is a Full Ban Possible?
Some advocates have called for a complete ban on sports betting advertisements, akin to the restrictions on alcohol and tobacco advertising in Ontario. Sen. Cotter noted that while a full ban is unlikely to happen immediately, Bill S-269 could serve as an initial step towards more stringent regulations.
Deacon compared the situation to tobacco advertising, which faced restrictions only after extensive legal battles. She acknowledged that while a complete ban would be ideal, jurisdictional and constitutional issues make it impractical. “We didn’t want perfect to be the enemy of good,” she said.
What Comes Next?
Introduced in June 2023, the bill was last read in November. It must clear the Transport and Communications Committee and receive another full Senate vote before reaching the House, indicating a long legislative journey ahead.
The discussions coincided with Alberta’s efforts to reform its gaming market, drawing inspiration from Ontario. The Alberta legislature recently passed a bill affirming the provincial government’s authority to manage gaming independently, paving the way for licensed third-party operators to offer gaming services alongside the Alberta Gaming, Liquor and Cannabis Commission’s (AGLC) PlayAlberta online platform.
tickscollar All this bullshit was invented to squeeze out the last money. It used to be easier - bet on red, win or lose. And now some chickens are running, airplanes are flying... Circus.
xSuiZ The article is fire! Everything was laid out according to the facts. Drake is not a ludomaniac, he is a walking advertisement. And while the suckers believe in his "curse", Stake rakes in the money. Beautiful, you can't say anything. I've been riding a steak myself for a year now, I threw in crypto and generally don't give a about all the blocking.
Leoak Finally a good article on NC! I've been playing them since the very beginning, since the first Deadwood. Yes, their dispersion is crazy, you can lose a deposit in 100 spins. But when he pours ... It's worth it. In Mental x15k I caught, I still remember this spin. The whole point is in their x-mechanics, they really change the game, and not just for show.
tealblossom 2 minutes to respond? Yes, this is a dream! Otherwise, while you wait for these operators, you will already want to play. It's high time!
New Slots Spotlight: 23 Jun – 01 Jul
xYoloStrafe I wasted all my salary on The Luxe. Beautiful, of ...
Your Complete Guide to Payment Methods for Gambling in Canada (2025)
ofavionik Some kaziks still accept e-Transfer, you just need...
Bitcoin at $90k: Whales go all-in while altcoins lose ground
SponqueBob ETFs are traded through brokers, but access depend...
Interesting to see how the legislative process works with issues like this. While a full ban might be challenging due to constitutional issues, I think Bill S-269 is a good step in the right direction to regulate and control the proliferation of these ads.
This legislation could have a significant impact on how sports betting companies operate. It's crucial for the industry to adapt and find new, responsible ways to engage with consumers without over-saturating the market with ads.
Deacon makes a great point about the loophole with athletes promoting responsible gambling. It still creates a strong association between sports stars and betting, which is definitely appealing to kids. We need to close that loophole.
While I understand the need for regulation, I hope they don't go too far. Advertising is a big part of how these companies operate and contribute to the economy. Finding a balance is key.
It's about time someone took action against these ads. They are incredibly pervasive and can be very triggering for those of us struggling with gambling addiction. A national framework could really help mitigate the damage.