The Canadian Senate Transport and Communications Committee met late last week to discuss Bill S-269. This proposed legislation would create a national framework for sports betting advertising across Canada. Currently, their only legalized markets are in Ontario and they already have robust advertising regulations.
Alberta will become the next province with a legalized sports betting market. They’ve taken major steps in 2024 to reach their goal. Reports say that Alberta sportsbooks could be open to the public by the end of the year. This committee is scheduled to meet again on Tuesday and Wednesday to discuss the proposed bill. Single-event sports wagering has been legalized in Canada since 2021. However, most offerings are only available through provincial lotteries.
Is the demand for sports betting advertising starting to decrease?
According to the language in the proposed legislation, Bill S-269 will restrict advertising in “number, scope, or location.” Kevin Desjarndis is president of the Canadian Association of Broadcasters. He claims that the initial boom for sports betting advertising has died down across Canada. Desjardins mentioned how nearly 700 members in his organization have set internal limits for advertising.
There is a belief that Bill S-269 is an overreach into regulation already in place by the provincial governments. Desjardins said the demand for sports betting advertising across Canada is not as strong as it was two years ago. Members of the Canadian Association of Broadcasters have reported seeing reductions in sports betting ads. A sign that Bill S-269 is undeeded.
This is not the first time that lawmakers have voiced their concerns about the sports betting industry in Canada. Shelley White is the CEO of the Responsible Gambling Council and they support Bill S-269. The RGC said they would help create a blueprint for the provincial governments as they open in private sectors. Bill S-269 was introduced last year by Senator Marty Deacon and Senator Brent Cotter.
Are there restrictions for sports betting advertising in Ontario?
In April 2022, commercial sports betting was legalized in Ontario. This allowed multiple outside sportsbooks to enter the market. Early into commercial sports betting legalization, lawmakers made adjustments to prohibit professional athletes from being used in ads. Additionally, they banned the use of celebrities who would appeal to minors. Right from the jump, Ontario prohibited promos without bettors explicitly opting in to see them. Several operators across the province were fined for ads on social media, TV, and transit.
