Canada Considering Bill to Increase Regulations for Sportsbook Ads

Canadian lawmakers are taking another look at sports betting advertising rules.

Senator Marty Deacon reintroduced bill S-211 last week, which would create a framework for how sportsbooks can advertise across the country. The bill had been gaining momentum after it was proposed earlier this year, but the resignation of Prime Minister Justin Trudeau led to an early end of the legislative session.

While S-211 calls for a national framework to be created to regulate sportsbook advertising, it doesn’t provide details of what that would include. That will allow both of Canada’s legislative chambers to add their input on the regulations they’d like to see, increasing their chances of becoming law.

Many expect the country to use Ontario’s advertising rules as an example. The province is the sports betting hub of Canada and has some of the strongest guidelines. Some of these measures include banning advertising around schools, the use of cartoons or celebrities that appeal to minors, and the use of athlete endorsements. 

Proponents of S-211 have repeatedly pointed out that the goal of a national framework isn’t to hurt or hinder the thriving industry. Instead, its goal is to better protect vulnerable populations, which include minors and people who struggle with problem gambling.

Alberta Market Expansion Coming Soon

The bill is being reintroduced as Alberta prepares to expand its sports betting market. The province decided to allow third-party online operators to enter the state. While sports betting has been legal since April 2022, bettors have only been able to use the government-run Play Alberta app to place wagers.

Alberta lawmakers are already working on building their advertising guidelines, using Ontario as an example. Expect to see the Canadian government work with them to help ensure a national framework matches what the provinces are looking for. 

The expansion of sports betting and online casinos is projected to generate up to $700 million per year.