Canada is taking a major step toward regulating sports betting advertisements. The Senate transport and communications committee has cleared Bill S-211, which would impose federal restrictions on sports betting ads across the country, despite opposition from professional sports leagues such as the Canadian Football League (CFL) and NHL.

The bill was approved in a brief 45-second hearing without debate. According to its preamble, “The proliferation of sports betting advertising and other forms of gambling activities has become pervasive in Canadian society,” highlighting research that shows increased exposure to gambling ads leads to higher participation.

Bill S-211, officially titled An Act Respecting a National Framework on Sports Betting Advertising, requires the federal cabinet to “identify measures to regulate sports betting advertising in Canada with a view to restricting the use of such advertising.”

This bill closely resembles a previous measure that passed the Senate on November 4 but lapsed due to the January 6 prorogation of Parliament.

Senator Marty Deacon (Ontario), sponsor of the bill, expressed concern over the volume of advertising following the legalization of single-event sports betting in 2021. Deacon stated, “It is foolish to gamble with the health and well-being of Canadians when we already know what the outcome will be. Tens of thousands of Canadians’ lives could be affected by problem gambling.”

She added, “I had hoped that legalizing single-game betting would also come with efforts to address its harms. Instead, we’re seeing aggressive promotion that could create a generation of problem gamblers.”