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Canada considers strict new rules for sports betting ads

Canadian lawmakers are moving forward with a bill to restrict gambling ads during sports broadcasts and online games.

Written by the BettingEdgeHub desk, 27 October 2026

Canadian lawmakers are pushing a new proposal to tackle the massive volume of betting advertisements shown during sports broadcasts. Bill S twenty one eleven aims to create national standards to curb gambling marketing on television, social media, and digital platforms. The legislation passed the Senate and now heads to the House of Commons after a committee review.

Study finds thousands of ad messages

Recent research revealed that viewers are exposed to an overwhelming number of betting promotions during hockey broadcasts. A study of seven playoff games found nearly three thousand gambling messages, which averages out to multiple prompts every single minute. The vast majority of these promotions failed to include any responsible gambling information or age restrictions.

Political pushback threatens national rules

While public health groups and politicians support the restrictions, provincial officials in Ontario and Alberta are fighting back. These provinces argue that federal intervention steps on local regulatory toes and could harm regional revenues. Both provinces currently run their own commercial online gaming markets with existing consumer protections.

Potential impact on the betting industry

If the legislation succeeds, bookmakers could face strict bans on live match advertising and celebrity endorsements. Lawmakers want to stop athletes from promoting betting companies and restrict the hours when ads can air. This would completely change how sportsbooks reach customers across the country.