Canadian Senators Urge Ban on All Sports Betting Ads

Canada’s sports betting boom has hit a political turning point — one that could redefine the country’s gambling landscape for decades.

More than 40 senators have taken the unusual step of writing directly to Prime Minister Mark Carney, urging a complete national ban on sports betting advertising. Their argument is blunt: gambling ads are now a “public health problem,” echoing rhetoric once used to justify the ban on cigarette advertising.

As someone who advises operators, regulators, and investors across global markets, I see this as a pivotal moment for Canadian gambling policy — one that could reshape regulatory strategy, reshape operator behavior, and influence public perception across all provinces.

Let’s break down why this debate is intensifying, what the proposed legislation seeks to do, and how the industry is responding to a potential federal intervention.

Key Points

• Over 40 senators demand a federal ban on all sports betting advertising.
• Bill S-211 aims to restrict ad volume, placement, and in-game promotion.
• Senators cite rising public concern and negative social impacts since legalization.
• Industry groups dispute claims of uncontrolled advertising and highlight declining ad volumes.
• AGCO already imposes strict advertising rules, particularly around minors and bonuses.
• The issue now sits directly on the Prime Minister’s desk, with national repercussions.

A Nationwide Call for Action: Senators Push for a Full Ban

On 13 November, Senators Marty Deacon and Percy Downe delivered a strongly worded letter to Prime Minister Mark Carney. The letter, co-signed by more than 40 senators, urges the federal government to ban all sports betting advertising in Canada.

Their framing is unambiguous:

“Such a measure would be similar to the advertising ban for cigarettes… to address a public health problem.”

In a political environment increasingly focused on mental health and consumer protections, this comparison is not accidental. It signals the urgency with which senators view the effects of expanded gambling visibility since single-event sports betting was legalized in 2021.

Bill S-211: A Framework Seeking Control, Not Prohibition

Bill S-211 — already passed in the Senate and now before the House of Commons — proposes a structured restriction framework rather than an outright ban. It aims to:

• limit the volume and placement of betting ads,
• restrict visibility during live sports events,
• ban betting-sponsored intermissions,
• regulate in-app promotional messaging, and
• create national standards for problem gambling prevention and treatment.

Senator Deacon has openly expressed regret about how quickly Canada embraced expanded sports betting:

“We can see where this is headed… we’re steering toward the iceberg if we do nothing.”

Still, she acknowledged that pushing for an outright ban within the bill would invite constitutional challenges under the Canadian Charter.

This is why the letter to the Prime Minister matters: senators appear ready to leave the legal heavy lifting to the federal executive.

Public Pressure vs. Industry Data: A Divided Narrative

Canadians increasingly report seeing betting advertisements on TV, streaming platforms, social media, and sports broadcasts. A 2024 Leger study found:

• 59% of Canadians recently saw a betting ad.
• 75% of those respondents feel there are “too many” ads.

Senators argue that high-frequency ads contribute to addiction risks, particularly for youth.

Yet industry groups offer a sharply different view.

CGA: Advertising is Not the Villain

The Canadian Gaming Association disputes the idea that ads cause gambling harm, noting that Canadians have accessed unregulated offshore gambling for 20 years — long before the regulated industry existed.

They emphasize:

• AGCO already restricts sign-up bonus advertising.
• Celebrity endorsements cannot target minors.
• Operators follow strict responsible gambling rules.

The CGA also highlighted research showing ad volumes have decreased every year since the initial surge in 2022.

Broadcasters Agree

Both the Canadian Association of Broadcasters and thinkTV confirm that gambling ads represent a shrinking slice of total ad inventory.

ThinkTV CEO Catherine MacLeod noted that gambling ads seen annually have “gone down, down, down, down, down” since Ontario’s first year of competitive iGaming.

This contrast — between public perception and industry data — sits at the heart of the debate.

A Political Flashpoint With National Stakes

Canada’s regulatory model is unique: gambling oversight is provincial, but advertising bans fall squarely within federal jurisdiction, similar to tobacco and cannabis regulation.

This means:

• Carney’s federal government can impose a national ad ban.
• Provinces must enforce federal broadcasting and communications law.
• Operators across Ontario, Alberta, and other provincial markets would face sweeping changes.

Senators argue that the federal government has a duty to intervene, given that Parliament’s own decision to legalize single-event betting contributed to the problem.

My Professional View: Canada Is Entering a Regulatory Inflection Point

As someone who has followed global gambling legislation for over two decades, I see three possible trajectories:

1. A full advertising ban (high political appeal, major industry impact)

This would mirror Italy’s strict blanket ban — which did not reduce gambling participation but significantly boosted the black market.

2. A structured restriction regime (most likely)

Think UK-style whistle-to-whistle bans, reduced visibility during sports, and stricter online promotion controls.

3. A cooperative industry-led solution (least likely given public sentiment)

Operators and broadcasters voluntarily limit ads, hoping to avoid legislation.

Right now, option #2 looks most realistic. But the tone of the senators’ letter suggests option #1 is no longer unthinkable.

Canada’s debate over sports betting advertising has evolved from an industry discussion into a national political issue. With more than 40 senators urging a complete ban, and Bill S-211 already moving through Parliament, the federal government is under growing pressure to intervene.

Whether Ottawa chooses a full ban or a more nuanced regulatory model, one thing is clear:
the era of unrestricted sports betting advertising in Canada is ending.

The coming months will define the future of Canadian gambling policy — and operators, regulators, and broadcasters should prepare for the most consequential reforms since legalization.

Tags: CanadaGambling, BettingRegulation, ResponsibleGambling, SenateBillS211, AdvertisingBan