Canada’s Sports Betting Advertising Bill Gains Support Amid Growing Scrutiny.
Support for Canada’s proposed sports betting advertising legislation is growing as lawmakers prepare to examine Bill S-211. More than 15 public health, research and mental health organisations have backed the proposal, arguing that Canada needs a national framework to address the growing presence of gambling advertising in sports.
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, urging lawmakers to advance the bill.
The proposed legislation aims to coordinate sports betting advertising regulations across Canada and reduce gambling-related harm, particularly among children and young people.
Matthew M. Young, Chief Research Officer at Greo Evidence Insights and Senior Research Associate at the CCSA, said a national framework could strengthen protections for young people and help governments respond to gambling marketing that crosses provincial and territorial boundaries.
Several organisations have endorsed the proposal, including the Canadian Mental Health Association, Canadian Paediatric Society, Canadian Public Health Association, Centre for Addiction and Mental Health, Centre for Gambling Research at UBC and Mental Health Research Canada.
The Senate passed Bill S-211 on 21 October 2025. On 22 April 2026, the House of Commons voted 291-28 to refer it to the Heritage Committee for further examination.
The committee scheduled a review for 29 October, with Senator Marty Deacon, who introduced the bill, and Liberal MP Bardish Chagger, its House sponsor, expected to appear. Lawmakers also plan to conduct a clause-by-clause review on 3 November before considering the next legislative steps.
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Canadian Sports Broadcasts Face Gambling Advertising Scrutiny
The parliamentary review comes amid growing concerns about gambling promotions during sports broadcasts.
A CBC News analysis, conducted with researchers from the University of Bristol, examined seven televised NHL playoff games involving Canadian teams. The study identified approximately 3,000 gambling-related messages.
Around 95% of those messages lacked information about gambling harm reduction or age restrictions. Researchers also found gambling advertisements and branding appearing two to three times per minute across jerseys, rink boards, helmets and commercial breaks.
Raffaello Rossi, a senior lecturer in marketing at the University of Bristol who led the research, said the findings showed little improvement compared with a similar 2024 study.
He also pointed to countries such as Belgium, Italy and Spain, which have introduced extensive restrictions on gambling sponsorship in sports.
What Bill S-211 Proposes
Bill S-211 does not introduce an immediate advertising ban. Instead, it would require the federal government to consult relevant stakeholders and develop a national framework for sports betting advertising.
Bardish Chagger told CBC that the process could eventually lead to restrictions on gambling promotions during live sporting events, limits on advertising at certain times and a ban on celebrities and athletes endorsing gambling products.
Chagger also highlighted the potential harm gambling advertising can cause, particularly for people experiencing gambling-related problems.
Alberta and Ontario Oppose Federal Intervention
Despite growing support from public health organisations, Alberta and Ontario have raised concerns about the proposed legislation.
Both provinces argue that their existing regulatory systems already provide oversight of gambling advertising.
Alberta’s Minister of Service Alberta and Red Tape Reduction, Dale Nally, warned that the bill could create a two-tier regulatory system and affect future provincial revenues.
Ontario Attorney General Doug Downey also maintains that advertising standards already form part of the province’s regulated online gambling market.
The debate highlights the challenge of balancing gambling industry advertising, consumer protection and provincial regulatory authority as Canada considers a more coordinated national approach.
