Canada’s Federal government is creating a nationwide gambling ads framework to control how casinos and sports books advertise their services.
Canada’s provinces and territories may soon need to manage how betting ads are displayed via media outlets in their jurisdictions, as the Canadian Senate revisits Bill S-269, the National Framework on Advertising for Sports Betting Act.
Initially, it was first brought up by Senator Marty Deacon way back in June 2023.
However, it has been stalled since its third reading was approved in November last year.
The bill aims to establish a national framework for regulating sports betting advertising nationwide, thereby controlling Canadian gambling from the federal level and propagating these new rules to provinces and territories.
Yet, since Prime Minister Justin Trudeau’s resignation, Parliament has not been able to readdress the bill until late May 2025.
Once again, Senator Deacon is leading the initiative, which is now known as Bill S-211.
Ms.Deaconsaid: “We let companies find creative ways to get around provincial regulations as they appear. As other provinces allow for their own private markets, which seems inevitable, Canadians will be presented with a patchwork of regulation that will only be as good as its weakest denominator. We must strike early and while the iron is hot, or hottish.”
Provincial Gambling Advertising in Canada
As with most advertising regulations, we have seen that as iGaming journalists covering global markets, the bill’s key focus is to reduce ad exposure, ultimately reducing the risk of the population developing problem gambling habits.
One of the key issues highlighted by Ms. Deacon is that advertisements for online casinos and sportsbooks in Ontario are being promoted in other provinces. Although Ontario has asterisk advertising rules within its licensing framework, ads from the province reaching other provinces and territories are likely to be subject to federal laws that are highly likely to clamp down on them.
With that said, from the outset, Ontario’s AGCO introduced stricter advertising regulations. To illustrate the seriousness with which the Alcohol and Gaming Commission (AGCO) is addressing advertising to Ontarians, the provincial licensing authority recently warned local media outlets for advertising overseas casinos online and in print media.
However, it appears that the AGCO and iGaming Ontario are planning a further clampdown on how casinos and sportsbooks advertise. It will simply be a matter geo geo-location controls on advertisements. Still, in some cases where restricting ads to Ontario will not be feasible, operators may have to relinquish those advertising avenues.
With federal laws soon to take effect, Canadians can expect to see significantly less advertising. As per Ms.Deacon’s comments, there could be far less gambling advertising in sports.
She said that “I don’t think it’s hyperbole to say that today in Canada, it is impossible to watch a sporting event without being encouraged to gamble”.
The Barrage of New Domestic Licensing Authorities in Canada
Not only are we seeing a barrage of regulatory changes regarding gambling advertising, but we have also seen a rise in domestic licensing authorities since launching the Casinoplusbonus gambling news columns in 2021.
Canada’s province of Ontario has introduced new regulatory authorities. Recently, the Alberta iGaming authority was approved, making it the second Canadian provincial with a new licensing framework.
The idea has always been to open its online gambling market, with a new licensing framework being developed. The team here at Casinoplusbonuis estimates that the new Alberta market will be worth in excess of C$3.24 billion in annual wagers.
Additionally, we anticipate the introduction of further regulatory frameworks in the Canadian provinces of Québec and British Columbia. Both provinces have seen considerable lobbying to open a similar licensing system to Ontario and the upcoming Alberta iGaming Corporation.
Outside of Canada, the Republic of Ireland has introduced new advertising rules and opened an online gambling regulatory authority, while New Zealand plans to launch its iGaming licensing sometime in 2026.
In particular, we have seen changes in advertising rules in the Republic of Ireland through its fair gambling ads campaign, as well as in Australia and the UK.
Casinoplusbonus Opinion
We generally stay neutral on topics such as new regulatory authorities and advertising standards. The team here at Casinoplusbonus fully supports any efforts made to reduce problem gambling. As long as the enforcers are fair about the way they introduce and implement the law, then we are happy players, and the general public is getting a fair deal.
What is your opinion? We always love to hear other people’s opinions on topics such as new licensing authorities and sweeping new laws regarding advertising or any other gambling-related topic. Feel free to leave a comment or comment in the Casinoplusbonus forum.
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