Canadian lawmakers are advancing legislation to restrict gambling advertisements across sports broadcasts, social media, and online platforms, citing escalating public health concerns.
Bill S-211, which has already passed the Senate, will go to a federal committee vote next week. If approved, it would proceed to a third reading in the House of Commons. The bill, sponsored by MP Bardish Chagger of Waterloo and originally spearheaded by Senator Marty Deacon, proposes a national framework for regulating sports betting advertising.
According to a new analysis conducted for CBC News in partnership with the University of Bristol, the scope of current advertising is extensive. Researchers reviewed seven televised NHL playoff games featuring Canadian teams and found viewers encountered 3,000 gambling messages across the broadcasts. The study found ads or logos appearing two to three times per minute, with 95 percent of instances containing no harm reduction or age restriction information. Advertisements appeared on stadium rinks, jerseys, helmets, and during commercial breaks, as well as through emerging prediction market promotions.
The research confirms findings from a 2024 CBC Marketplace study showing similar saturation levels. Researcher Raffaello Rossi, a senior lecturer in marketing at the University of Bristol, notes that Canada lags behind other nations in passing restrictive legislation. Belgium, Italy, and Spain have implemented nearly total bans on sponsorship during sports, while Belgium, the Netherlands, the United Kingdom, France, and Germany have imposed time-of-day restrictions, limiting gambling advertisements to after 9 p.m.
The push for restrictions follows documented public health impacts. Ontario has experienced increased addiction rates and tripled suicide numbers following the province’s 2022 decision to allow private online casinos and sports betting. A 22-year-old Ontario man recovering from gambling addiction told CBC that widespread advertising during broadcasts triggered repeated betting impulses.
A coalition of 12 mental health organizations and 28 addiction researchers have submitted parliamentary briefs supporting national action. According to Matthew Young, a gambling researcher at Greo Evidence Insights, the challenge stems from regulatory boundaries: “ads from Ontario blanketed the nation and then suddenly New Brunswick had to deal with ads from Ontario.”
Bill S-211 is not prescriptive but asks the federal government to acknowledge online gambling harms and conduct consultations to develop stricter regulations. Chagger has expressed hopes the bill will eventually lead to bans on gambling promotions on sportswear and during live events, prohibit advertisements during certain hours, and prevent celebrity and athlete collaborations with gambling companies.
However, opposition exists at the provincial level. Ontario and Alberta have opposed the federal bill. Alberta’s Minister Dale Nally argued it creates a two-tier system and threatens provincial revenues, while Ontario’s Attorney General noted the province already established its own regulatory framework in 2022. The Canadian Gaming Association, representing 80 companies, has filed submissions opposing national regulation, instead advocating for provincial decision-making.
Key facts
- Researchers found 3,000 gambling messages across seven televised NHL games, with ads appearing 2-3 times per minute
- 95 percent of gambling ads contained no information about harm reduction or age restrictions
- Belgium, Italy, and Spain have implemented near-total bans on sports sponsorship gambling ads; several European countries restrict ads to after 9 p.m.
- Ontario has experienced tripled suicide numbers related to gambling following 2022 online casino expansion
- A coalition of 12 mental health organizations and 28 addiction researchers support national gambling ad restrictions
- Ontario and Alberta oppose Bill S-211, citing provincial jurisdiction concerns