Published on: October 15, 2025, 01:19h.
Updated on: October 15, 2025, 01:39h.
- New legislation proposes a unified approach to sports betting advertising
- Concerns surrounding excessive advertising in Canada
- Establishment of national guidelines for combating gambling addiction
The iGaming sector in Canada is poised for significant changes, as new legislation aims to set standards for sports betting advertising. A bill aimed at creating a cohesive advertising framework has progressed further in the legislative process.
Bill S-211, known as the National Framework on Sports Betting Advertising Act and backed by Hon. Sen. Marty Deacon, recently passed a Senate committee hearing and is slated for a third reading.
This bill mandates the Minister of Canadian Heritage to construct a national advertising framework for sports betting, focusing on the content, timing, and volume of such ads.
Key stipulations of the national framework include:
(a) Establishing regulations for sports betting advertisements aimed at limiting their proliferation and regulating celebrity endorsements;
(b) Promoting research and information-sharing to tackle harmful gambling activities among minors and support those adversely affected;
(c) Developing national standards for preventing and diagnosing gambling addiction, along with support measures for impacted individuals.
National Advertising Framework Overview
Consultations must occur with federal ministers, provincial and territorial representatives, relevant stakeholders, Indigenous communities, and provincial gaming authorities.
Within a year of the act taking effect, the minister is responsible for producing a report that outlines the national advertising framework and its implementation strategy.
Last year, a similar measure, Bill S-269, gained Senate approval but didn’t pass the House of Commons due to the dissolution of Parliament ahead of the spring election.
A March 2024 Maru Public Opinion poll indicated that 60% of Canadians support an immediate prohibition on sports betting ads.
The Impact of Gambling on Youth
Deacon and many others have voiced concerns regarding the saturation of sports betting advertisements and their potential effects on young audiences.
The rising number of adult problem gamblers has raised alarm. Deacon noted the stress on mental health for both gamblers and those within their network, leading to broader social issues such as crime, financial ruin, and suicides.
Deacon referenced the UK’s experience since legalizing single-event sports betting in 2005, noting their current issues with an estimated 300,000 problem gamblers, which includes 55,000 minors.
Reduced Television Advertising
“This is not merely a nuisance; these promotions can lead to serious, evidence-based detrimental effects,” Deacon remarked during Senate discussions.
In Canada, single-event betting was legalized in 2021 (Bill C-218), and a regulated iGaming market launched in Ontario in April 2022.
Concerns about Bill S-211 have been voiced. Catherine MacLeod, CEO of thinkTV, noted a decrease in sports betting advertising since Ontario’s regulated market began.
MacLeod leads a nonprofit aimed at showcasing the benefits of television advertising for brands, emphasizing how it can enhance market reach.
Restrictions on Sports Betting Advertisements
“Advertising has consistently decreased since we launched,” MacLeod stated at the summit. “If you aim to reach younger audiences, traditional TV is not the way to go. Many children today aren’t engaged with television.”
MacLeod emphasized the industry’s commitment to responsible advertising practices. “We strive to act ethically daily, acknowledging the current state of regulated gaming,” she said.
The Grey Market Challenge
The intention of a regulated iGaming market is to generate government revenue in Ontario while curbing black and grey market operations, according to MacLeod. “For years, we’ve been capturing funds from illegal .net operators, so excessive advertising isn’t a newfound issue.”
“Regulating the grey market in Ontario was crucial, and its success has been remarkable,” she added, noting that broadcasters and gaming operators are typically responsible in their advertising efforts.
Input from the NFL
Sports leagues have voiced their apprehensions regarding the proposed measures.
“Eradicating illegal gambling, particularly from offshore operators, necessitates not just a legal alternative but also rigorous enforcement and penalties for violations,” remarked Jonathan Nabavi, NFL’s VP for public policy, in a September 2024 letter to the Canadian Senate. “Limiting responsible advertising could undermine efforts to redirect illegal betting into the legal framework.”
Wazdan Expands Presence in Ontario via NorthStar Collaboration
Players at NorthStar will soon enjoy popular Wazdan titles such as 36 Coins, Hot Slot, 777 Cash Out Grand Diamond Edition, Mighty Fish: Blue Marlin, and Might Wild: Panther Grand Platinum Edition as the developer partners with the Canadian online gaming operator.
“Expanding our presence in Ontario with a respected brand like NorthStar is an exciting opportunity,” stated Radka Bacheva, Wazdan’s Head of Sales and Business Development. “Their strong market standing, combined with our engaging portfolio, ensures we can deliver unparalleled growth and exciting experiences to players across the nation.”