Bill S-269, which proposes to restrict or ban gambling advertising, is being debated in the Canadian Parliament, raising concerns among sports organizations and gambling operators.

The Canadian Football League (CFL) has written to Parliament to express its opposition to the need for a national system to regulate gambling advertising. CFL Commissioner Randy Ambrosie emphasized that the league has already taken significant steps to protect the integrity of the sport and the safety of fans, and suggested that a national system may be unnecessary. He urged the government to consider these efforts before making drastic decisions.

Supporters call for protection of children  

Supporters of Bill S-269 argue that the government should protect children from gambling advertising. Senator Paula Simons suggested that parents should be responsible for raising their children, including teaching them about vices like gambling. However, Senator Julie Miville-Deschênes countered that parents can’t monitor everything their children do, noting that existing laws already prohibit the sale of alcohol and cigarettes to minors. She believes the government should help protect children from gambling advertising.

Last week, the Alcohol and Gaming Commission of Ontario (AGCO) ordered Canlan Sports Arena to remove gambling ads after complaints from parents and community groups. The issue arose when Timothy Dewhurst, a researcher at the University of Guelph, noticed the ads during his son’s hockey game. Concerned about the promotion of gambling at a children’s event, Dewhurst reported them, which led to a formal complaint from the community group Ban Ads for Gambling to the AGCO.

The AGCO has already taken steps to address advertising issues by banning celebrity endorsements and limiting billboards near schools. However, the AGCO has not yet set limits on how often gambling ads can appear on television.

The ongoing controversy surrounding gambling advertising  

The debate over gambling advertising continues, with critics highlighting its potentially negative impact. Although research has not established a definitive link between advertising and problem gambling, the amount of advertising exposes vulnerable groups to greater stress.

Critics argue that gambling marketing has normalised the association of sports with betting, increasing the risks for young viewers. The issue has led to gambling advertising being banned in several countries, including Italy and Belgium, while Australia and the US are considering similar restrictions.

In Canada, public opinion is leaning toward a ban: According to a Maru Public Opinion poll, 59% support a complete ban on gambling advertising. Bill S-269 aims to impose significant restrictions without banning advertising entirely.

Global perspective and local influence

The Canadian debate mirrors that elsewhere. In the US, the NFL limits gambling advertising to six ads per game, and a coalition for responsible sports betting has been formed. Australian lawmakers are investigating the possibility of a complete ban on gambling advertising, with public support for significant restrictions.

Since single-event betting was legalized in Canada in 2021, there has been a surge in gambling advertising, particularly in Ontario, where the market opened in April 2022. Citizens have expressed dissatisfaction with the volume of advertising, leading to the introduction of Bill S-269. Senator Marty Deacon, the bill's sponsor, noted the sheer volume of advertising during sporting events and expressed concern about the potential harm it could cause, especially to younger viewers.

Regulatory actions and prospects 

Bill S-269 proposes new regulations but stops short of a total ban. Since gambling regulation in Canada is largely a provincial matter, the federal government must work with the provinces to implement any changes. While discussions continue, the CFL and other stakeholders advocate for a balanced approach that takes into account existing efforts to promote responsible gambling. Ambrosie emphasized that the CFL is committed to maintaining a safe betting environment and believes that the measures in place are sufficient without a national system. 

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