Canada Sports Betting Advertising Bill Advances After House Committee Approves Amendments

Legislation to establish a national framework for sports betting advertising in Canada moved one step closer to becoming law this week after a House of Commons committee approved an amended version of Bill S-211 on Tuesday (Nov. 3).

Bill S-211, the National Framework on Sports Betting Advertising Act, provides for the development of a national framework to regulate sports betting advertising in Canada, including measures to limit the volume, placement and reach of advertisements and protect minors. 

National Advertising Framework Takes Shape

The legislation addresses the prevention and identification of harmful gambling, while encouraging further research and coordination between governments on gambling-related harms.

The bill also requires the Canadian Radio-television and Telecommunications Commission to review its regulations and policies to assess their effectiveness in reducing the harmful effects of sports betting advertising.

The bill passed the Senate last year and now goes to the House of Commons for a third and final reading, then a final vote.

Committee Extends Framework Reporting Deadline

Bill S-211 would mandate the Minister of Canadian Identity and Culture, currently Marc Miller, to develop the national framework. 

The bill does not propose a ban on sports betting advertising or impose restrictions; it is meant to be a blueprint for future advertising regulation. 

The amended legislation approved by the House of Commons Standing Committee on Canadian Heritage extended the deadline for presenting the national framework and strategy from one year after the Act comes into force to two years.

Proposed In-Game Advertising Ban Rejected

Another amendment was about the wording around consultations: the Minister “may” consult industry stakeholders rather than “must” consult, while putting together the report. The list of people the Minister may consult with was changed from a specific list of six other ministers to “anyone the Minister wishes.”

Conservative Party members proposed a change to Bill S-211 calling for a ban on in-game betting advertising, but it was rejected Tuesday (Nov. 3).

Organizations like the Canadian Gaming Association have opposed the bill, raising questions about federal oversight of an industry currently regulated by provincial governments and that Bill S-211 is an overreach.

Ban on Celebrities in Ads

Ontario and Alberta currently have open, regulated iGaming markets where private operators are licensed and compete with government-run platforms.

Provincial government officials in Quebec, New Brunswick, and Nova Scotia have said they are either interested in adopting an Ontario-style model or are studying it.

While there were no specifics on what regulation would look like, the bill said the national framework must regulate “with a view to restricting the use of such advertising, limiting the number, scope or location — or a combination of these — of the advertisements or to limiting or banning the participation of celebrities and athletes in the promotion of sports betting.”

Ontario and Alberta already regulate sportsbook advertising, including restrictions on using athletes and celebrities, except when they advertise responsible gambling.

The House of Commons sits until Dec. 11, when members disperse for the Christmas holidays and return on Jan. 25, 2027. It remains unclear whether Bill S-211 will complete its remaining legislative stages before the holiday break.