Canadian MPs Advance Bill to Restrict Gambling Ads Amid 3,000 Messages in NHL Playoffs
A federal committee is set to vote on Bill S-211 to restrict gambling advertising across Canada after an analysis found viewers were exposed to approximately 3,000 gambling messages during seven NHL playoff games. The bill faces opposition from provincial governments and the gaming industry.
The federal standing committee on Canadian heritage is scheduled to vote on Bill S-211, legislation proposing to rein in gambling ads across sports broadcasts, social media, and online platforms in Canada. The bill, originally launched by Senator Marty Deacon and now sponsored by MP Bardish Chagger, has already passed the Senate.
The push for stricter regulations follows a new analysis by CBC News and the University of Bristol, which found that viewers faced approximately 3,000 gambling messages across seven televised NHL playoff games featuring Canadian teams. Lead researcher Raffaello Rossi stated that gambling ads or logos appeared two to three times every minute during the reviewed games. The analysis also revealed that 95 per cent of the identified gambling message instances included no information about harm reduction or age restrictions.
Proponents of the bill cite increased gambling addiction rates and a triple increase in gambling-related suicides in Ontario as reasons for urgent action. MP Chagger hopes the legislation will eventually lead to a ban on gambling promotions on sportswear, outlaw ads during certain hours similar to restrictions in European countries, and prohibit celebrity and athlete collaborations with gambling companies.
However, the bill faces significant opposition from provincial governments and industry groups. Ontario and Alberta argue that provinces should regulate gambling advertising standards within their own jurisdictions. Minister of Service Alberta Dale Nally stated that the bill creates a two-tier regulatory system and threatens future profits. Ontario Attorney General Doug Downey argued that the province established a comprehensive regulatory framework for online gaming in 2022 that already includes advertising standards.
The Canadian Gaming Association, which represents 80 companies, also opposes the plan to regulate gambling ads nationally. The association prefers that provinces decide advertising standards while the government funds health assessments, arguing that advertising directs consumers to regulated operators with safety standards. In contrast, public health researchers and recovering gamblers maintain that the ads fuel addiction and financial harms.