In May 2025, Senator Marty Deacon reintroduced Bill S-211, aimed at creating a national framework for regulating sports betting advertisements across Canada. This move follows the failure of her previous attempt with Bill S-269, which was delayed by the prorogation of Parliament after Prime Minister Justin Trudeau’s resignation. Bill S-211 seeks to curb the excessive volume of gambling ads, which have become pervasive since the legalization of single-event sports betting in 2021 and the launch of Ontario’s regulated iGaming market in 2022.
Expanding the Scope of Sports Betting Advertising Regulations
The bill proposes a national approach to regulating sports betting advertising, which, until now, has been largely left to provincial authorities. Ontario, the only province with a fully regulated commercial iGaming market, has seen a significant increase in advertising for online sportsbooks. These ads, however, are also reaching viewers in provinces where sports betting remains illegal or unregulated. This “advertising bleed” across provincial borders has raised concerns about the impact on vulnerable populations, particularly minors.
In response, Bill S-211 aims to establish a framework that would limit the number, scope, and location of sports betting ads. One of the bill’s main provisions is to prohibit the involvement of celebrities and athletes in gambling advertisements, which has been a contentious issue. The bill also calls for stronger federal oversight to prevent the proliferation of gambling ads and their harmful effects on vulnerable individuals, particularly minors and those at risk of addiction.
The Debate and Political Feasibility of Bill S-211
While the bill has already passed the Canadian Senate in its previous form (Bill S-269), the journey to becoming law remains uncertain. Critics, including some provincial regulators, argue that the regulation of gambling advertising should remain at the provincial level, where markets and cultural contexts vary. The gaming industry, too, has expressed concerns that stringent federal advertising regulations could undermine the competitive edge of regulated operators in favor of illegal offshore platforms.
Jonathan Nabavi, Vice President of Public Policy at the NFL, noted that overly restrictive advertising could push Canadian gamblers toward unregulated offshore sportsbooks. “Unreasonably curtailing responsible advertising will inevitably hamper the important effort to channelize illegal sports betting into the legal market,” Nabavi cautioned in a letter to a Senate committee.
Despite these concerns, Senator Deacon remains determined to push for Bill S-211. She has highlighted the need for a “reasonable and standardized approach” across Canada, pointing out that the current state of provincial regulation has created a fragmented system that fails to protect vulnerable citizens adequately.
New Developments: Gambling Self-Exclusion Bill
In related news, a new legislative proposal was recently adopted by the Romanian Senate, mandating the creation of a self-exclusion system for players. This initiative, similar to what is being discussed in Canada, would allow players to restrict their access to gambling services through a self-exclusion button on official websites. The proposal also includes a national registry for self-excluded individuals, which would be accessible to operators. This could be a model for similar initiatives in Canada, further reinforcing the importance of consumer protection in the gaming sector.
Expanding Gambling Opportunities and Addressing Concerns
While Bill S-211 primarily targets advertising regulations, it also emphasizes the need for continued dialogue about expanding gambling opportunities across Canada. As provinces like Alberta prepare to launch regulated commercial online gambling markets, the need for national standards becomes even more apparent. Deacon has argued that the country must act quickly to prevent further confusion and inefficiencies in the regulatory landscape, noting that without federal involvement, advertising and gambling regulations may become even more disjointed as more provinces launch their markets.
The bill also seeks to address gambling addiction by promoting research, intergovernmental information sharing, and creating national standards for the prevention and diagnosis of harmful gambling. The Minister of Canadian Heritage would oversee the development and implementation of this framework, consulting with stakeholders from across the government, provincial officials, Indigenous communities, and other relevant groups.
The Future of Gambling Ads in Canada
The fate of Bill S-211 is still uncertain, but it marks a significant shift in Canada’s approach to gambling advertising. If the bill passes, it could transform how online gambling operators market their services, potentially creating a more predictable and secure environment for both businesses and consumers. For now, however, the debate continues, with lawmakers and industry stakeholders weighing the impact of such sweeping changes.
Source:
“Canada Debates Strict Limits on Sports Betting Ads”, sigma.world, June 4, 2025
