The Canadian sports betting advertising bill S-211 has cleared the commons committee and has been sent for final House of Commons review with amendments. On 3 November the Standing Committee on Canadian Heritage approved an amended version of legislation that would establish a national framework on sports betting advertising.
Bill S-211 to Return to House of Commons for Final Discussion
The sports betting advertising bill S-211 is set to return to the full House of Commons for final discussion and a final vote. This bill already passed the senate in October 2025 and is supported by politicians from various parties as well as mental health and addiction organizations. It did however receive pushbacks from the Canadian Gaming Association and the Ontario and Alberta governments.
This bill would establish a national framework on sports betting advertising. On 3 November the Standing Committee on Canadian Heritage met to hear testimony from the Canadian Radio-television and Telecommunications Commission (CRTC) and Health Canada. It also went through the National Framework on Sports Betting Advertising Act on a clause by clause basis to consider amendments.
Bill S-211 on Sports Betting Advertising in Canada
If passed, bill S-211 would mandate the Minister of Canadian Identity and Culture to develop a national framework on sports betting advertising. There are a number of aspects included in this, such as:
- Identify potential measures to regulate the advertising of sports betting at a national level
- Identify potential measures to promote research into preventing minors from being harmed by gambling activities. This would also include the intergovernmental sharing of information.
- Set out national standards for the prevention and diagnosis of harmful gambling and addiction as well as support measures for those who are impacted by it
Bill S-211 doesn't have specific suggestions at this stage on how to regulate advertising related to provincially managed online sports betting such as that in Ontario or Alberta at a federal level.
The only details that are offered are measures that could include "limiting the number, scope, and/or location of sports betting advertising" or limiting or banning the use of celebrities or athletes.
Conservative MP Andrew Lawton said, "This is a bill that creates a report, it's not a ban on sports betting advertising. It's not anything that's forcing actual actions. It is a report that one hopes will guide further action."
Amendments to Reporting Process
In the version of the bill approved by the Senate in 2025, the sports betting advertising bill stated that the minister must prepare a report recommending measures and a strategy for implementing them within one year of the act coming into effect. Within five years of the report being published, the minister must bring a follow-up report assessing how those measures were implemented and evaluating their effectiveness.
The Senate-approved version also stipulated that the minister "must consult with various other parties including federal ministers and provincial governments, relevant stakeholders from across the medical, research, advertising, and gaming industries, First Nations communities", and more.
The Heritage Committee has made multiple amendments to the bill before advancing it. These amendments included:
- The timeline for publishing the report of recommended measures has been extended from one year to two years.
- The stipulation that the minister "must consult" with other parties has been changed to "may consult".
The second amendment means that the Minister of Canadian Identity and Culture will have the flexibility and freedom to choose who he consults with while drafting the national framework on sports betting advertising.
There were other minor changes to the bill's language with most of the changes coming from the Liberal Party. Lawton expressed concern saying, "I don't think that two years is necessary or reasonable if we're looking at this as a serious health challenge for Canadians."
In-Gaming Betting Advertising Ban Discussed
There were amendments put forward by the Conservatives that weren't approved. Lawton proposed adding the banning of advertising of in-game bets saying, "This amendment would add that we hope that framework works towards banning the advertising of such bets." He also noted concerns about the addictive nature of live, in-game betting.
The Liberal MP Fares Al Soud along with a representative from the Department of Heritage countered Lawton and said that the bill is intended as a "policy-neutral" starting point for further discussions about the role the federal government might play in regulating the advertising of sports betting.
The bill as it currently is worded would allow the framework to consider restricting or banning advertising for in-game betting and Lawston's proposed amendment was rejected.
Provincial Sports Betting Regulation
CRTC Secretary General Scott Hutton noted during the meeting that Ontario and Alberta which both have regulated iGaming markets already have regulations in place on sports betting advertising. Hutton said, "Sports betting falls under provincial jurisdiction. Provinces have an opportunity to regulate it, and a number of them have regulations or laws at the provincial level. Some of them regulate or restrict advertising... Ontario seems to be ahead of the pack when it comes to broadcasting and advertising standards."
Groups including the Canadian Gaming Association, politicians in Quebec, and Alberta Minister Dale Nally have warned that federal intervention on sports betting advertising would constitute an overreach and trample on provinces' rights to regulate online gambling for their own markets.
It was noted that Alberta and Ontario already limit the use of celebrities and athletes to promoting responsible gambling.
Opposition has argued that federal legislation is necessary and this is in part due to the fact that sports betting advertising from Ontario's regulated market "seeps" across provincial borders into jurisdictions that have not authorized commercial iGaming.
If approved, the bill could have an impact on how Ontario igaming sites and licensed Alberta sportsbooks regulate sports betting advertising.
Bill S-211 Moving Forward, but Change Still Far Away
The amended version of Bill S-211 has been approved by the Committee and it now heads back to the full House of Commons for a final reading and a final vote. It looks like it will pass, but with a new two-year reporting period, a pass on the bill and Royal Assent won't lead to instant change.
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