House committee approves bill for national sports betting ad framework

A bill to create a national framework for sports betting advertising has cleared a House of Commons committee. The amended version of Bill S-211, the National Framework on Sports Betting Advertising Act, was approved by the Standing Committee on Canadian Heritage. The legislation calls for a framework to regulate ads, including limits on their volume, placement and reach, and measures to protect minors. It also aims to prevent harmful gambling and promote research and coordination between governments.

The bill now proceeds to the House of Commons for a third and final reading, followed by a final vote. It would require the Minister of Canadian Identity and Culture, currently Marc Miller, to develop the framework. The bill does not propose an advertising ban or immediate restrictions, but is intended as a blueprint for future regulation. It also mandates that the Canadian Radio-television and Telecommunications Commission review its policies to assess their effectiveness in reducing harmful ad effects.

Committee amendments extended the deadline for presenting the framework from one to two years after the Act comes into force. Another change altered the consultation language, so the Minister "may" consult stakeholders rather than "must." The list of potential consultants was broadened from six specific ministers to "anyone the Minister wishes." A Conservative proposal to ban in-game betting ads was rejected.

The framework must be developed "with a view to restricting the use of such advertising, limiting the number, scope or location, or a combination of these, of the advertisements or to limiting or banning the participation of celebrities and athletes in the promotion of sports betting." Ontario and Alberta already regulate sportsbook ads with such restrictions, though athletes can appear in responsible gambling messages. Industry groups, including the Canadian Gaming Association, have opposed the bill, arguing it represents federal overreach into a provincially regulated sector. Ontario and Alberta operate open iGaming markets where licensed private operators compete with government platforms. Officials in Quebec, New Brunswick and Nova Scotia have expressed interest in or are studying similar models. The House of Commons is scheduled to sit until Dec. 11 before breaking for the holidays. It remains unclear whether Bill S-211 will complete its remaining legislative stages before that adjournment.