A proposal to impose federal limits on sports betting advertising in Canada has advanced in the Senate, signaling renewed momentum for national reform. Lawmakers on the Senate Transport and Communications Committee voted to move forward with Bill S-211, which would create a national framework to regulate and restrict sports betting ads.
The legislation, titled An Act Respecting A National Framework On Sports Betting Advertising, reflects rising concern among lawmakers and the public about the volume and impact of gambling promotions since the legalization of single-event sports wagering in 2021.
Senate Committee Advances Bill S-211
The Senate committee approved the bill following a brief 45-second hearing, with no debate preceding the vote. According to Blacklockās Reporter, the billās preamble emphasizes that gambling advertising āhas become pervasive in Canadian societyā and references research showing that increased exposure to such ads correlates with higher rates of participation.
If enacted, the measure would require the federal cabinet to identify and implement actions aimed at regulating the volume, placement, and content of sports betting advertisements nationwide. It would also serve as a blueprint for establishing consistent standards across provinces, where advertising rules currently vary significantly.
This marks the second attempt to introduce such restrictions. A similar version of the bill had passed the Senate in November 2024, but it lapsed following Parliamentās prorogation in January 2025. The reintroduction of the legislation demonstrates persistent efforts to address what many see as unchecked promotional saturation in Canadian media.
Senator Deacon Pushes for Stronger Safeguards
Senator Marty Deacon, who sponsors the bill, has been one of the most vocal critics of the post-legalization advertising surge. She first reintroduced Bill S-211Ā in June 2025, describing the lack of national regulation as a serious oversight.
During earlier Senate debates, Deacon warned of the social costs of inaction, saying,
āIt makes absolutely no sense to wait for these problems to arise and then react to them at which point tens of thousands of Canadiansā lives will have been devastated through problem gambling.ā
She also expressed regret that the government had not introduced parallel harm-reduction measures following the legalization of single-event betting.
āI had a hope that by making single game betting legal weād see some work to address its harms as well. That has not happened. I did not anticipate the level of promotion that weāre seeing, potentially creating a generation of problem gamblers.ā
Deaconās comments reflect growing frustration over what many observers view as the normalization of gambling through constant advertising during sporting events, broadcasts, and online content.
Industry Opposition and Public Debate
Despite mounting public concern, the bill has met resistance from professional sports leagues, including the National Hockey League (NHL) and the Canadian Football League (CFL). Both organizations have argued that the proposed restrictions could affect sponsorship revenues and limit consumer information about legal betting options.
Nonetheless, the debate underscores a broader tension between economic interests and social responsibility within Canadaās gambling sector. Advertising for sportsbooks has become nearly unavoidable on Canadian television and digital platforms, with critics claiming the constant exposure risks glamorizing gambling and normalizing risky behavior among younger audiences.
As lawmakers continue to deliberate, the fate of Bill S-211 remains uncertain. Yet, its swift passage through the Senate committee signals increasing urgency among policymakers to address gambling-related harm and to establish a national standard that balances commercial freedom with public health concerns.
Source:
Federal bill to restrict sports betting ads one step closer to reality in Canada, ca.news.yahoo.com, October 2025.
