Canada debates limits on gambling advertising in sports broadcasts

In Canada, members of Parliament are debating new restrictions on gambling advertising in sports broadcasts, on social media and in online video games. Bill S-211, currently on the agenda, could establish a national framework responding to concerns about gambling-related harm and the growing visibility of betting promotions during televised sporting events.

The bill is due to be voted on in the Standing Committee on Canadian Heritage at the end of October. If the committee passes it, the bill, which has already cleared the Senate, will proceed to third and final reading in the House of Commons. The bill's sponsor, Liberal MP Bardish Chagger, is calling on the federal government to create national standards for gambling advertising. The proposal also includes a review of whether existing rules adequately address the harms that gambling marketing can cause.

A study conducted jointly by a university and a news organization found about 3,000 gambling messages during seven NHL playoff games involving Canadian teams in 2026. That works out to an average of two or three messages per minute. In roughly 95 percent of the recorded cases, there was no information about responsible gambling or age restrictions. Ads appear not only in commercial breaks but also on boards around the rink, on jerseys and on helmets.

People living with gambling problems are also affected. A resident of Ontario said that advertising during sports broadcasts reignited their urge to bet. The person, who lost $14,000 during a previous gambling period, described what they went through before seeking help.

Chagger said she hopes to see gambling promotions banned during live sporting events in the future, and athletes and celebrities stop endorsing gambling companies. The bill is supported by organizations such as the Canadian Mental Health Association and by figures from several political parties. However, Ontario and Alberta oppose federal intervention, viewing the regulation of gambling as a power that belongs to their provinces.