Canada Senate Approves Bill S-211 to Regulate Betting Ads

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Canada Senate Approves Bill S-211 to Regulate Betting Ads

The Canadian Senate has officially approved Bill S-211, a legislative measure that introduces federal regulation of sports betting advertisements across the country. 

The bill, championed by Senator Marty Deacon, aims to address the growing concern over the widespread marketing of gambling platforms. This includes online sportsbooks and Canada online casinos.

S-211 Expedited by Canadian Senate

Senator Deacon’s proposal received strong bipartisan support, reflecting the government’s acknowledgment of the social impact of constant betting promotions. 

Lawmakers emphasized that the current patchwork of provincial rules has led to inconsistencies and loopholes that national standards can help fix.

The Senate expedited the review process after mounting public pressure from advocacy groups and health organizations. These groups have warned that aggressive ad campaigns normalize gambling, particularly among younger audiences.

The proposed legislation seeks to impose clear limits on betting ads, similar to how Canada regulates alcohol and tobacco promotions.

Providing Guidelines

Under Bill S-211, the federal government would work with provinces and territories to establish guidelines governing ad frequency, content, and audience targeting. 

It also calls for restrictions on celebrity and athlete endorsements, which have been widely used by major online sportsbooks to attract bettors.

Senator Deacon described the Senate’s swift action as “a necessary response to protect Canadians from the saturation of gambling marketing.” 

She added that the legislation is not about banning ads entirely but ensuring they appear responsibly and with appropriate warnings.

The bill’s approval in the Senate marks a pivotal moment for Canada’s gambling industry. It signals a shift toward stronger consumer protection standards and responsible marketing practices. 

Meanwhile, Canada online casinos are experiencing record growth, reflecting the country’s increasing appetite for digital gaming entertainment.

Next Steps Forward

With Senate approval secured, Bill S-211 now moves to the House of Commons for further debate and a final vote. If passed, the bill will receive Royal Assent, making it law across Canada.

Currently, the Code for Responsible Gaming Advertising (CGA Code) has been completed, and is scheduled to take effect on January 1, 2026.

The CGA Code sets standards that match or surpass Ontario’s regulations. Ontario remains the only province allowing licensed private iGaming operators.

Moreover, the CGA Code is expected to evolve as new provincial and federal laws are introduced across Canada.

As policymakers continue refining Canada’s gambling landscape, the passage of Bill S-211 represents a major step toward a safer and more responsible betting environment for all Canadians.

In the meantime, regulatory agencies and industry stakeholders are preparing for potential compliance changes. Advertising firms and gaming operators may need to review existing campaigns and develop new marketing strategies aligned with the federal framework.

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