Race On to Pass Canadian Sports Betting Advertising Bill

A bill outlining sports betting advertising in Canada has advanced to the next stage, though time is running out to make it law.

Bill S-211 — the National Framework on Sports Betting Advertising Act — aims to regulate sports betting advertising nationally in Canada.

The bill has already passed through Senate readings (twice) during 2025. It reached the House of Commons a second reading back in April. It has now passed a House of Commons committee, moving S-211 one step closer to becoming law.

However, states with their own open gambling laws, notably Ontario and Alberta, strongly oppose it.

The House of Commons now has until Dec. 11 to pass the bill. If that fails, no legislation is possible until February when the House reconvenes.

Regulation Changes and Better Player Protection

The Bill S-211 reached the House of Commons committee stage last week.

Senator Marty Deacon originally sponsored the public bill, which would create a national standard for gambling advertising.

Unusually, the National Framework on Sports Betting Advertising Act would apply across Canada. Currently, provinces regulate gambling legislation on a province-by-province basis.

Additionally, the law would give the Canadian Radio-television and Telecommunications Commission (CRTC) the responsibility of assessing the negative impact of current advertising policy.

A proposed change to S-211 banning in-game sports betting advertising was thrown out.

National Framework on Sports Betting Advertising Act: What’s Proposed

• Sets up a national framework on sports betting advertising
• Gives the CRTC powers to review current broadcasting policies
• Requires a report every five years on its implementation
• Backed by addiction researchers and many Conservative and Liberal lawmakers
• Provinces with open gambling laws, including Ontario and Alberta, oppose it. Quebec also opposes it, as does the Canadian Gaming Association.

Constituents ‘Tired’ of Seeing Gambling Ads

Speaking about S-211 in February, Liberal Member of Parliament Bardish Chagger spoke in favour of the new bill. However, she said that constituents “across multiple provinces” were concerned about the “abundance” of gambling advertisements on TV.

Chagger added that constituents were “tired” of seeing gambling commercials.

Chagger had voted for C-218, an earlier bill that amended Canada's Criminal Code on sports betting. The bill became law, allowing provinces to permit betting on single-sport games.

Ads with Celebrities Would Be Banned

There is a definite ‘horse bolted’ attitude to S-211. The Safe and Regulated Sports Betting Act came into force in 2021, but it included few rules on gambling advertising.

The law now tackles the “proliferation of advertising and promotion of gambling activities.”

The law goes further, with a proposed ban on gambling ads featuring celebrities. The law would “limit or ban” athletes' and celebrities' participation in promoting sports betting.

Several big names in Canadian sports have already signed on with online gambling firms.

Wayne Gretzky has promoted BetMGM, and Connor McDavid has also appeared in marketing campaigns for the U.S. betting giant. UFC legend Georges St-Pierre also appeared in a series of ad campaigns for Bet99, most recently fronting a responsible gambling series on social media for the provider.

Ontario, Alberta Oppose Bill S-211

Notably, two provinces with private gambling sites oppose national regulation of betting advertising.

Ontario, which launched its online gambling market in 2022, and Alberta (2026) have spoken out against the new law.

Alberta launched its market only this summer, but it’s been particularly vocal about opposing national interference.

“We do not support S-211,” said Alberta’s iGaming minister Dale Nally, adding that it would “do more damage” to the gambling industry than aid it.