Sports gambling adverts have become widespread across Canadian television, streaming platforms, and sports broadcasts since single-event betting was legalised in 2021. This surge in advertising is now facing strong opposition. As reported by Global News, more than 40 senators have signed a petition to Prime Minister Mark Carney calling for a nationwide ban on sports gambling advertising. Their push draws parallels to Canada’s earlier decision to ban tobacco ads, shifting the conversation toward public health and the well-being of viewers rather than commercial interests.
Senators Percy E. Downe and Marty Deacon have led a petition arguing that gambling adverts are causing harm. The letter states that Canadians are being exposed to a constant stream of adverts that normalise gambling and encourage risky behaviour.
The petition letter stated, “People of all ages are exposed to a constant stream of adverts promising a ‘premium gaming experience’ and urging them to turn their phone into a pocket-sized casino. We are asking for a ban on all advertising for sports gambling apps and websites. Such a measure would be similar to the advertising ban for cigarettes, and for the same reason: to address a public health problem.”
Gambling adverts are now common across billboards, podcasts, sports broadcasts, and mobile notifications. Concerns focus on how these adverts normalise betting and risk-taking, especially among younger audiences. The petition compares gambling adverts to tobacco advertising to reduce addiction and protect public health.
Medical experts support the senators’ call. The Canadian Medical Association Journal (CMAJ) recently published an editorial urging restrictions on gambling adverts, citing links to mental health issues and rising addiction rates. Experts note that gambling addiction can resemble substance abuse, as both affect the brain’s reward pathways. High exposure combined with easy access increases the risk of addiction.
A Leger survey released in September 2025 found that 19 percent of Canadian adults placed a sports bet in the past year, down slightly from 21 percent the year before. The study did not include those under 18, leaving out a group already heavily exposed to sports content online. Youth exposure to gambling culture continues to grow even without direct participation.
Dr Shawn Kelly, a paediatrician with the Canadian Society of Addiction Medicine, shared an example from his own experience. While watching hockey highlights with his seven-year-old son, the child asked about “over-unders” and “plus-minus” gambling terms. For Dr Kelly, this showed how quickly betting language is reaching children through sports media, signalling early normalisation.
Sports broadcasts now include frequent gambling references. Adverts appear not only during breaks but also within commentary, where betting odds are mentioned. This integration blurs the line between following sports and gambling, making betting seem like a routine part of fandom.
Professor Steve Joordens from the University of Toronto notes that gambling is increasingly presented as part of sports culture. Young viewers hear commentators and athletes discuss bets, which makes the activity appear routine. This trend raises concerns about the normalisation of addictive behaviour.
Last month, the Senate passed a bill to ban all sports gambling adverts. Senator Deacon was a strong supporter. For the bill to become law, it must also pass in the House of Commons, where political and economic challenges remain. A new petition adds pressure on the government, though Prime Minister Carney has not yet responded.
The gambling industry and sports organisations warn that a ban could affect sponsorships, broadcasting revenue, and fan engagement. They propose “responsible advertising” instead of a full ban. Critics respond that the industry benefits from addiction and that oversight is necessary to ensure accountability. If the petition succeeds and the House of Commons passes the bill, Canada could set an international example in regulating sports betting advertising. The outcome will show whether public health or profit is given priority in national policy.
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