Canada’s proposed gambling ad ban sparks debate  

Canadian sports organisations and gambling operators are concerned as Parliament debates Bill S-269, aimed at limiting or banning gambling ads.    In a letter to the parliament, the Canadian Football League (CFL) said it the need for a national framework to regulate wagering ads. CFL Commissioner Randy Ambrosie emphasised that the league has already implemented significant measures to protect the integrity of the sport and ensure fan safety, suggesting that a national framework is unnecessary. He urged the government to recognise these efforts before making drastic decisions.  

Proponents call for child protection  

Supporters of Bill S-269 argue that the government must protect children from gambling ads. Senator Paula Simons suggested that parents should be responsible for educating children about vices, including gambling. However, Senator Julie Miville-Dechêne countered that parents cannot monitor everything their children do, pointing out that existing laws already prevent stores from selling alcohol and cigarettes to minors. She believes the government needs to help protect children from gambling ads.  

Last week, the Alcohol and Gaming Commission of Ontario (AGCO) instructed Canlan Sports Arena to remove gambling advertisements following complaints from parents and advocacy groups. The issue arose when Timothy Dewhirst, a researcher from the University of Guelph, noticed the ads while attending his son’s hockey game. Concerned about gambling promotions at a children’s event, Dewhirst reported the matter. This led the advocacy group Ban Ads for Gambling to file a formal complaint with the AGCO.  

AGCO has taken steps to address advertising concerns, banning the use of celebrities in promotions and restricting billboards near schools. However, AGCO hasn’t yet imposed limits on the frequency of gambling ads on TV.  

Ongoing controversy over gambling ads  

Debate over gambling ads continues, with critics highlighting their potential negative impact. While studies haven’t definitively linked advertising to problem gambling, the volume of ads has exposed vulnerable groups to higher stress levels.    Critics argue that gambling marketing has normalised the association of sports with betting, increasing risks for younger viewers. This concern has led several countries, including Italy and Belgium, to ban gambling ads. Meanwhile, Australia and the United States are considering similar restrictions.    In Canada, public sentiment seems to favour a ban, with a Maru Public Opinion poll showing 59 percent support for a total ban on gambling ads. Bill S-269 aims to introduce significant restrictions without fully banning the ads.  

Global perspective and local impact  

The Canadian debate mirrors discussions in other countries. In the US, the NFL limits gambling ads to six per game, and a coalition for responsible sports betting advertising has been formed. Australian lawmakers are investigating a comprehensive ban on gambling advertising, with public support for significant restrictions.   

Since Canada decriminalised single-event wagering in 2021, there has been a surge in gambling ads, especially in Ontario, where the market went live in April 2022. Citizens have expressed frustration over the volume of ads, leading to the introduction of Bill S-269. Senator Marty Deacon, the bill’s sponsor, highlighted the overwhelming presence of advertising during sporting events and expressed concern over its potential damage, especially to younger viewers.  

Regulatory actions and prospects  

Bill S-269 proposes new guidelines but stops short of an outright ban. Since gambling regulation is primarily a provincial matter in Canada, the federal government must collaborate with provinces to implement any changes. As discussions continue, the CFL and other stakeholders advocate for a balanced approach that considers the existing efforts to promote responsible gambling. Ambrosie emphasised that the CFL is dedicated to maintaining a safe wagering environment and believes that the measures are sufficient without a national framework. 

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