Senator Marty Deacon reintroduced Bill S-211 on 28 May, following the failure of her previous attempt due to the dissolution of Parliament following the resignation of Prime Minister Justin Trudeau, local media reports. According to , the proposal to establish a national framework for sports betting advertising might change the way internet gambling firms advertise nationwide.
Currently, the online gambling sector in Canada, especially in Ontario, operates under provincial regulations, which have allowed for a proliferation of sportsbook advertisements. Concerns about the need to safeguard consumers and restrict children’s exposure to this type of advertising have been brought up in both the political and civil society spheres. Due to the absence of federal regulations, numerous commercials are produced, and athletes and celebrities are actively involved in marketing initiatives.
What would change if Bill S-211 passes?
The passage of Bill S-211 would be a sea of change for online gambling in Canada. The Department of Canadian Heritage, headed by Steven Guilbeault in Mark Carney’s new cabinet, would be required to develop a national framework for regulating sports betting advertising. In addition to prohibiting the participation of sports and public personalities in marketing efforts, this framework might impose limitations on the quantity, breadth, and positioning of commercials.
For online gambling operators, this would mean adapting their marketing strategies and possibly reducing the visibility of their brands in traditional and digital media. A regulated environment at the federal level could also harmonise regulations between provinces, eliminating current differences and creating a more predictable and secure market for both businesses and users.
However, the political feasibility of the law is uncertain. Although the Senate has already passed an earlier version of the bill, passage in the House of Commons is less certain. The Liberal government, currently in a minority and facing an economic crisis, would need cross-party support to push the bill through. For now, no immediate resolution is expected, but the debate is still open and could be revived at any time if political priorities shift.
Consequences of not passing the bill
If Bill S-211 does not advance in , the online gambling sector in Ontario and the rest of Canada will continue to operate under the current framework of provincial regulations. This would maintain the freedom of operators to design advertising campaigns without federal restrictions, but would also prolong social concerns about excessive exposure to gambling advertising, especially among young people.
It depends on the legislative agenda and the government’s ability to negotiate support in a context of political and economic instability. No specific dates have been announced for a vote on the bill, but the next few months will be key to see whether the proposal gains traction or is once again sidelined by other national priorities.
For operators interested in entering or expanding in the Ontario market, it is recommended to closely monitor the evolution of S-211 and prepare for potential changes in advertising rules. Adapting campaigns to a potentially more restrictive environment will be essential to ensure compliance and maintain competitiveness in the Canadian online gaming sector.
This article was first published in Spanish on 5 June 2025.
