Bill S-211, a Canadian proposal to establish a national framework governing sports betting advertising, is approaching a committee vote that could advance it to a final reading in the House of Commons. The legislation, sponsored by Bardish Chagger and introduced in the Senate by Marty Deacon, would potentially restrict ad placement, frequency and celebrity endorsements — drawing opposition from Ontario and Alberta, which argue their existing provincial regulations already address the issue.
Canada’s proposed legislation to create a national framework for sports betting advertising is nearing its final stages, according to a report published by iGamingToday.com on October 23, 2026. Lawmakers are preparing to consider Bill S-211 after it cleared the Senate last year.
If the bill receives committee approval next week, it would move to a third and final reading in the House of Commons. Supporters say the proposal does not constitute a complete advertising ban but rather an effort to create consistent national standards for sports betting promotions and consumer protection.
The bill’s sponsor, Bardish Chagger, has argued that restrictions are necessary to address growing concerns around gambling-related harm. Speaking to CBC News, Chagger said: “People are being impacted in a very harmful way. They are losing their livelihoods, they’re losing their homes, they’re losing their savings, they’re losing their lives.”
The legislation was first introduced in the Senate by Marty Deacon, according to iGamingToday.com. It comes amid broader debate over the visibility of sports betting advertisements since single-event sports betting became legal in Canada.
What the Framework Would Require
Under the bill, the federal government would need to develop a national framework on sports betting advertising. That framework could include measures to restrict advertising, limit where and how often ads appear and potentially limit or ban the use of celebrities and athletes in sports betting promotions.
The bill also calls for national standards focused on preventing gambling harm and supporting people affected by gambling addiction. It encourages research and information-sharing between different levels of government and stakeholders involved in gambling regulation, health and consumer protection.
As part of the process, the Minister of Canadian Heritage would consult provincial governments, health experts, gambling regulators, Indigenous organizations, researchers and industry stakeholders before presenting the framework.
CRTC Review Included in the Proposal
Another component of the legislation would require the Canadian Radio-television and Telecommunications Commission (CRTC) to review its existing rules and policies on sports betting advertising. The review would assess whether current measures adequately reduce harm linked to the growth of sports betting marketing.
The bill would require the Minister to produce a report within one year of the legislation becoming law, outlining both the national framework and a strategy for implementation. A follow-up report would be published within five years to assess effectiveness.
Alberta and Ontario Oppose Federal Approach
Ontario and Alberta have both pushed back against Bill S-211, arguing that gambling advertising is already regulated at the provincial level.
Ontario Attorney General Doug Downey has told the federal government that the province should remain responsible for overseeing gambling advertisements within its own market, according to iGamingToday.com. Downey argued that Ontario already introduced a modern regulatory framework when it opened its regulated online gambling market in 2022, with advertising rules and consumer protections forming a key part of that system.
Earlier this year, MPP Lee Fairclough introduced a separate proposal — Bill 107, the Stop Harmful Gambling Advertising Act — which sought to amend the Gaming Control Act, 1992 and prohibit online gambling operators and their business partners from running promotional campaigns in Ontario.
Alberta, which opened its gambling market this summer, raised similar concerns. In a letter to Ottawa, Dale Nally, the province’s Minister of Service Alberta and Red Tape Reduction, warned that the bill could create a two-tier regulatory structure and potentially affect future provincial gambling revenues.
