Canada is moving closer to creating national standards for sports betting advertising as lawmakers advance legislation aimed at reducing harm and limiting exposure to minors tied to Canada sports betting.
The proposed National Framework on Sports Betting Advertising Act, introduced as Bill S-269 and later reintroduced as Bill S-211, targets the surge in gambling advertisements that followed the legalization of single-event sports betting in 2021.
Ontario Senator Marty Deacon, who sponsored the bill, said the legislation is designed to address the sharp rise in sports betting promotions across television, digital platforms, and live sports broadcasts, calling for a coordinated national approach to manage what she has described as a “torrent of advertising” reaching Canadians of all ages.
Proposed Restrictions on Sports Betting Ads
The framework would introduce limits on where, when, and how sports betting advertisements can appear. Lawmakers have discussed restrictions on ads during live sporting events, including possible blackout windows in the minutes before and after games, as well as broader time-of-day limits.
Another key focus of the legislation is the use of celebrity and athlete endorsements. The bill explores banning or restricting public figures from promoting gambling products, a move supporters say would help reduce the appeal of betting ads to younger audiences.
Protecting minors is a central objective of the framework, with provisions aimed at reducing gambling ad exposure for individuals under 18.
Oversight and Public Education Measures
Under the proposed legislation, the Canadian Radio-television and Telecommunications Commission (CRTC) would be responsible for reviewing its current advertising policies and reporting on whether the new restrictions are effective in reducing gambling-related harm.
The framework also calls for increased public education efforts, expanded research into gambling addiction, and improved information-sharing between federal and provincial governments. These measures are intended to strengthen prevention strategies and support responsible gambling initiatives across the country.
Legislative Status
As of late 2025, Bill S-211 has passed all three readings in the Senate and has been sent to the House of Commons for further consideration. Lawmakers have recently focused on strengthening the bill’s language to better address the growing saturation of sports betting advertising across Canadian media.
If approved by the House and enacted into law, the framework would mark the first nationwide approach to regulating sports gambling advertising in Canada.
