Lawmakers in Canada are renewing efforts to set national standards for gambling advertising. Senator Marty Deacon’s proposal, Bill S-211, aims to establish consistent rules for how Canada online sportsbooks and Canada online casinos promote their products across the country.
If passed, the bill would assign the Minister of Canadian Heritage to create a national advertising framework. S-211 seeks to regulate how often gambling ads appear, where they are shown, and what content they include. Moreover, Deacon said she wants a system similar to the advertising rules for alcohol and tobacco.
Canada Lawmakers Revive Push for Sports Betting Ad Rules
This renewed effort follows growing public concern about the volume of gambling commercials. Since Ontario opened its online gambling market in 2021, sports betting ads have flooded television and digital media. Many Canadians now want stronger protections and fewer ads.
Polls show clear support for tighter oversight. Nearly 60% of Canadians favor a gambling ad ban, while 75% believe they see too many betting promotions. These figures highlight mounting frustration among viewers across the country.
Tighter Ad Rules Could Reshape the Gambling Market
If adopted, Bill S-211 would change how operators market both real money online casinos and sports betting platforms. Companies might need to reduce ad volume, limit celebrity endorsements, and focus more on responsible gambling messages.
Ontario already enforces similar restrictions, so its licensed operators would likely adapt more easily than those in other provinces.
Alberta, which is developing its own regulated sports betting and iGaming market, could face new compliance challenges. Meanwhile, other provinces would need to align their rules with a single national standard, ending the current patchwork approach.
Preparations within the Industry
Industry groups are also preparing for change. The Canadian Gaming Association and Ad Standards are drafting advertising codes to promote responsible marketing. These guidelines could eventually align with federal law.
However, major sports organizations, including the CFL, NFL, and NHL, oppose strict limits, warning that reduced ad space could cut sponsorship revenue.
Some industry experts caution that heavy restrictions might drive players toward other online sportsbooks and casino options. Meanwhile, others believe a unified approach would boost consumer trust and improve player protection nationwide.
In the long run, Canada’s national ad framework could redefine how gambling brands engage players. It would push online casinos and sportsbooks to prioritize transparency, compliance, and responsible gaming over aggressive promotion.
While this continues to develop, in the meantime, you can explore our expert-curated list of trusted Canada online casinos and online sportsbooks today.