Canada Considers Restrictions on Gambling Ads During Sports Broadcasts
Canada.- 28 October 2026 | www.zonadeazar.com Canada is moving forward with legislative discussions aimed at introducing new restrictions on gambling and sports betting advertising across television broadcasts, social media and digital platforms.
Bill S-211 proposes establishing a national regulatory framework designed to reduce consumer exposure to gambling-related promotional messages, particularly during sporting events.
The initiative has gained momentum following research identifying approximately 3,000 gambling-related advertising messages across seven NHL playoff broadcasts in 2026.
A Bill to Regulate Gambling Advertising
Bill S-211, originally introduced by Senator Marty Deacon, has already passed the Canadian Senate and is currently being examined by the House of Commons.
Liberal MP Bardish Chagger, who sponsors the legislation in the Lower House, is advocating for national advertising standards for sports betting.
The proposal includes reviewing existing regulations and considering measures to limit the frequency, placement and reach of gambling advertisements.
More Than 3,000 Gambling Messages During NHL Games
Research conducted by the University of Bristol in collaboration with CBC News examined seven televised NHL playoff games involving Canadian teams during 2026.
Researchers identified approximately 3,000 gambling advertising messages or brand appearances, equivalent to between two and three messages per minute.
Exposure included traditional commercials, advertising on rink boards, logos on jerseys and helmets, and other forms of commercial sponsorship.
95% of Messages Lacked Responsible Gambling Information
One of the study’s most significant findings was that approximately 95% of the identified messages contained no responsible gambling information or age restriction warnings.
Researchers highlighted that gambling branding during sporting events can extend beyond the original broadcasts.
Logos also appear in televised highlights, social media posts and news coverage, potentially increasing audience exposure.
Potential Restrictions on Operators and Sponsors
Measures that could be considered under the proposed regulatory framework include:
- Restrictions on gambling advertisements during live sporting events.
- Limits on advertising during certain hours.
- Restrictions or bans on athletes and celebrities promoting gambling operators.
- Stronger controls over sponsorship arrangements and gambling branding within sporting venues.
These measures are not currently binding restrictions. The legislation aims to establish the foundations for a future national advertising policy.
Ontario and Alberta Oppose Federal Intervention
The proposal has generated disagreements between the federal government and provinces operating regulated online gambling markets.
Ontario and Alberta have expressed opposition to increased federal involvement, arguing that gambling advertising should remain under provincial jurisdiction.
Ontario has operated a regulated iGaming market since 2022 and maintains that its existing framework already includes consumer protection measures.
Ontario Attorney General Doug Downey defended the province’s regulatory structure, while Alberta officials raised concerns about potential regulatory duplication and economic consequences.
Industry Supports Provincial Advertising Frameworks
The Canadian Gaming Association has also raised objections to the proposed legislation.
The industry organisation argues that provinces should retain responsibility for establishing their own advertising standards.
It also maintains that advertising by licensed operators helps direct consumers towards regulated gambling platforms rather than unlicensed websites.
Support From Public Health Organisations
The initiative has received backing from organisations involved in public health and gambling harm prevention.
Supporters include the Canadian Mental Health Association and Public Health Physicians of Canada.
Advocates of tighter restrictions argue that reducing advertising exposure is particularly important for minors and vulnerable individuals amid the continued expansion of online sports betting.
Next Legislative Steps
The House of Commons Standing Committee on Canadian Heritage is expected to advance its consideration of the legislation during the final days of October.
If approved by the committee, the bill could proceed to its third and final reading in the House of Commons.
Importantly, Bill S-211 would not introduce an immediate blanket ban on gambling advertisements. Instead, it would establish a process for developing national advertising standards.
Impact on Canada’s Gambling Market
The potential introduction of new restrictions could reshape commercial strategies for gambling operators, broadcasters, sports organisations and sponsors.
It may also influence advertising and sponsorship agreements linked to Canada’s major sporting competitions.
The debate highlights ongoing tensions between the expansion of regulated iGaming, provincial autonomy and efforts to strengthen consumer protection across the country.
Edited by: @fonta
