Canada’s sports betting ad bill gains momentum as scrutiny of gambling marketing intensifies

Supporters say a national approach is needed as gambling messages become increasingly embedded across sports media.

Key takeaways:

• Supporters of Bill S-211 are pushing for a national framework to regulate sports betting advertising across Canada.
• More than 15 public health, research and mental health organisations have endorsed the legislation.
• The bill would not impose immediate restrictions but would require the federal government to develop a national advertising framework after consultations.
• A CBC analysis of seven NHL playoff broadcasts found around 3,000 gambling messages, with 95 per cent lacking harm-reduction or age-related information.
• Alberta and Ontario oppose the proposal, arguing provincial regulatory systems already govern gambling advertising effectively.

Supporters of Bill S-211 are intensifying efforts to secure federal action on sports betting advertising as the legislation enters a critical stage in Canada’s parliamentary process. The debate has become a focal point for broader concerns about gambling harm, advertising saturation in sports broadcasts and whether provincial regulation alone is sufficient to protect consumers, particularly young people.

Canada.- Supporters of a proposed federal Canadian sports betting advertising law are stepping up pressure on lawmakers ahead of a key parliamentary review, arguing a national framework is needed as gambling marketing remains highly visible across sport. The Canadian Centre on Substance Use and Addiction (CCSA) and Greo Evidence Insights have submitted evidence to the House of Commons Standing Committee on Canadian Heritage in support of Bill S-211, legislation that would require the development of a national framework for sports betting advertising in Canada.

The bill, which originated in the Senate, is designed to create a coordinated approach to regulating sports betting advertising and reducing gambling-related harm, particularly among children and young people. Backers argue that the rapid growth of gambling marketing across sports broadcasts and media platforms has created a need for consistent national standards that extend beyond provincial and territorial boundaries.

Matthew M. Young, Chief Research Officer at Greo Evidence Insights and Senior Research Associate at the CCSA, said: “Bill S-211 is an opportunity to put public health at the centre of how Canada responds to gambling advertising. A coordinated national framework could strengthen protections for children and youth while helping governments respond to a gambling environment that increasingly crosses provincial and territorial boundaries.”

The submission draws on expertise from researchers, public health organisations, gambling harm prevention groups and non-profit bodies. More than 15 organisations have endorsed the initiative, including the Canadian Mental Health Association, the Canadian Paediatric Society, the Canadian Public Health Association, the Centre for Addiction and Mental Health, the Centre for Gambling Research at UBC, the Canadian Society for Addiction Medicine and Mental Health Research Canada.

The Senate passed Bill S-211 on October 21, 2025, and MPs voted 291-28 on April 22, 2026, to send it to the Heritage committee for further examination. That review is scheduled for October 29 with Senator Marty Deacon, who introduced the bill, and Liberal MP Bardish Chagger, the legislation’s sponsor in the House of Commons, set to appear. Committee members are then scheduled to undertake a clause-by-clause review of the bill on November 3. If approved at committee stage, the legislation would proceed to a third and final reading in the House of Commons.

Scrutiny of gambling advertising in Canadian sports broadcasts

The upcoming hearings coincide with fresh scrutiny of gambling advertising in Canadian sports broadcasts. A CBC News analysis conducted with researchers from the University of Bristol reviewed seven televised NHL playoff games involving Canadian teams and identified approximately 3,000 gambling messages.

According to the analysis, 95 per cent of those messages did not include information relating to harm reduction or age restrictions. Researchers also found that gambling branding and advertisements appeared two to three times per minute, including on jerseys, rink boards, helmets and during commercial breaks.

Raffaello Rossi, a senior lecturer in marketing at the University of Bristol who led the research, said the findings showed little change from a similar 2024 study that identified up to three gambling advertisements and product placements per minute during NHL broadcasts. He noted that countries such as Belgium, Italy and Spain have introduced almost entire bans on gambling sponsorship in sports.

While Bill S-211 does not prescribe specific restrictions, it would require the federal government to develop a national framework following consultations with relevant stakeholders. Chagger told CBC she hopes the process could ultimately result in restrictions on gambling promotions during live sporting events, limits on advertising during certain times of day and a ban on celebrities and athletes promoting gambling products.

“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,” she said.

The proposal has faced opposition from Alberta and Ontario, both of which argue that existing provincial regulatory systems already address gambling advertising standards. Alberta’s Minister of Service Alberta and Red Tape Reduction, Dale Nally, has argued that the legislation would create a two-tier regulatory framework and could reduce future provincial revenues. Ontario Attorney General Doug Downey has similarly maintained that advertising standards already form a core element of the province’s regulated online gambling market.

FAQs

What is Bill S-211 in Canada?

Bill S-211 is proposed legislation that would require the federal government to develop a national framework for sports betting advertising. The aim is to create a coordinated approach to reducing gambling-related harm across Canada.

Why are supporters calling for a national sports betting advertising framework?

Advocates argue that gambling advertising increasingly crosses provincial boundaries through national broadcasts, digital media and sports sponsorships. They believe consistent national standards would provide stronger consumer protections.

What did the CBC analysis find about gambling advertising during NHL broadcasts?

Researchers identified approximately 3,000 gambling messages across seven televised NHL playoff games involving Canadian teams. They also found that gambling promotions appeared two to three times per minute and that 95% lacked harm-reduction or age-restriction information.

What restrictions could emerge if Bill S-211 becomes law?

The bill itself does not set specific advertising limits. However, supporters have suggested measures such as restricting gambling ads during live sports broadcasts, limiting advertising at certain times of day and banning athletes or celebrities from promoting gambling products.

Who opposes Bill S-211 and why?

Ontario and Alberta have raised concerns about the proposal, arguing that existing provincial frameworks already regulate gambling advertising. They also warn that a federal system could create regulatory duplication and affect provincial revenues.