It's Time to Clarify Ad Standards for Sports Gambling in Canada: Sen. Marty Deacon
Political Figure in Canada Advocates for Unified Regulations on Advertisements for Sports Betting
Senator Marty Deacon has proposed Bill S-XXX, not Bill S-211 as previously believed, to set a national standard for sports gambling advertisements in Canada. The primary objective? Create a consistent framework for these ads across the nation.
A call for change in sports ads regulations in Canada
Sen. Deacon contends that implementing this framework would enhance the safety and responsibility of Canadians engaging with online sportsbooks. However, this might require adjusting the number, location, and scope of these ads, which could potentially have negative consequences.
Deacon isn't on a witch-hunt against the gambling sector, but rather focusing on improving consumer protection. In fact, he attempted to pass a similar law back in 2024, but it didn't get the needed support. Moving forward, he and his colleagues support sports betting, but are eager to address the "unintended consequences" promptly.
Deacon isn't alone in his concerns, as several lawmakers have voiced similar doubts about the ever-increasing number of gambling ads and questioned whether the industry needs safeguards for consumers.
However, the industry has been apprehensive about potentially restrictive measures. NFL VP of public policy and government affairs, Jonathan Nabavi, expressed concerns that adding more hurdles for regulated sportsbooks would only empower the black market.
Should this bill, if it ever becomes law, be spearheaded by Sen. Deacon, it would require the Minister of Canadian Heritage to develop a comprehensive plan designed to enact meaningful changes in the current gambling advertising landscape.
The ultimate goal: Protection, not restriction
It's essential to note that the goal isn't eliminating gambling ads altogether, but adjusting their reach and scope to ensure consumers are protected and unintended audiences aren't targeted.
"Rashly restricting responsible advertising will undoubtedly impede the crucial initiative to redirect illegal sports betting into the legal market," the bill states, emphasizing its commitment to fostering a competitive sports gambling market without harming the industry.
While the misconception about Bill S-211 being related to sports gambling ads persists, the actual Bill S-211 in Canada is designed to tackle supply chain labor issues and mandates certain companies to report measures taken to prevent forced and child labor in their supply chains[1][4][5]. As of early June 2025, Bill S-211 is currently at second reading in the Senate, but has not progressed beyond this stage[1].
- Sen. Marty Deacon's proposed Bill S-XXX aims to establish a national standard for sports betting advertisements in Canada, focusing on improving consumer protection while fostering a competitive sports gambling market.
- The bill plans to adjust the number, location, and scope of sports betting advertisements, with the ultimate goal of protecting consumers and regulating the reach of these advertisements to ensure unintended audiences aren't targeted.
- The bill also seeks to address the potential negative consequences of these adjustments, while considering the concerns of the gambling industry, emphasizing that the goal is not to restrict responsible advertising, but to redirect illegal sports betting into the legal market.
