Sports betting advertising bill gains momentum in Canada

Bill S-211, which aims to regulate sports betting advertising in Canada, is nearing a critical stage in Parliament, and its supporters are increasing pressure on the federal government. The bill calls for national standards for betting advertisements. Supporters say betting messages are increasingly common in sports broadcasts and that provincial-level rules alone are not sufficient.

The Canadian Centre on Substance Use and Addiction and Greo Evidence Insights, which support the bill, presented their views to the House of Commons Standing Committee on Finance. Matthew M. Young of Greo said the measure could provide a national framework that protects children and young people. More than 15 organizations on the committee also support the initiative.

The Senate passed the bill on October 21, 2025. On April 22, 2026, members of Parliament approved sending the bill to committee by a vote of 291 to 28. A hearing will be held in committee on October 29, and clause-by-clause review is scheduled for November 3.

The process coincides with new criticism of betting advertisements during Canadian sports broadcasts. A joint analysis by CBC News and the University of Bristol examined seven NHL playoff games involving Canadian teams. The analysis identified roughly 3,000 betting messages, and 95 percent of them contained no harm reduction information or age restriction notice.

The bill does not impose specific restrictions itself, but it asks the government to develop a national framework. The bill's sponsor, Bardish Chagger, said she hopes it will limit betting promotions during live sporting events, restrict advertising at certain times of day, and prohibit celebrities and athletes from promoting betting products.