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Canada pushes for national legislation on a unified framework for sports betting advertising.

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Canadian Senator Marty Deacon proposed Bill S-211, reinitiating the establishment of a national unified framework for sports betting advertising regulation, requiring the Minister of Canadian Heritage to develop standards for the quantity, scope, and placement of gambling advertisements. A similar bill, S-269, failed to pass due to the resignation of former Prime Minister Trudeau and the end of the legislative session. The latest proposal has entered the Senate for the third hearing and has been quickly discussed by the committee. Polls show that 59% of Canadians support banning gambling advertisements, and 75% think there are too many current advertisements, but industry data shows that the number of gambling advertisements has decreased from 442 in 2022 to 189 in 2024. The Canadian Football League, NFL, and NHL all oppose the legislation, fearing that a total ban would drive gamblers to illegal operators. Ontario, as the only commercial market in Canada, has implemented the strictest advertising guidelines in North America.

Legislative Background and Bill Progress

Canadian Senator Marty Deacon proposed Bill S-211, restarting efforts to establish a unified national framework for sports betting advertising. A similar bill, S-269, failed to complete the legislative process due to the resignation of former Prime Minister Justin Trudeau and the end of the legislative session.

The new bill requires the Canadian Minister of Canadian Heritage to develop a framework to limit the quantity, scope, and placement of gambling advertisements, aiming to address advertisement saturation.

Proposal Content and Regulatory Requirements

Bill S-211 proposes establishing national standards similar to those for alcohol and tobacco advertising, avoiding inconsistent provincial rules. The bill emphasizes the government's leading role in this process to ensure regulatory consistency.

The framework will include clear restrictions on the quantity, display range, and placement of gambling advertisements, aiming to reduce excessive exposure to consumers.

Public Opinion and Poll Data

A Maru poll shows that 59% of Canadians support banning gambling advertisements. The latest data from Leger Research shows that 75% of Canadians have seen sports betting advertisements and believe there are too many.

Public concerns mainly stem from the advertising flood seen in the market after Ontario opened its online gambling market to commercial operators two years ago.

Advertisement Quantity and Industry Trends

Research institution ThinkTV data shows that of the 28,000 advertisements reviewed in 2024, 189 were related to gambling. This number is significantly lower than the 442 gambling-related advertisements in 2022, indicating a decreasing trend in advertisement quantity.

Organizations like the Canadian Gaming Association and the Advertising Standards Authority are also developing their own advertising standards for operators, conducting industry self-regulation.

Sports League Positions and Opposition

The Canadian Football League, National Football League (NFL), and National Hockey League (NHL) all oppose Deacon's legislative proposal. Sports leagues worry that strict restrictions will affect their advertising revenue and partnerships.

Industry stakeholders believe that a complete ban on gambling advertisements could backfire, driving gamblers towards unregulated illegal operators.

Market Background and Provincial Differences

Canada legalized single-event sports betting in 2021, with Ontario as the fifth largest jurisdiction in North America to open a commercial online sports betting market. The province is currently the only open commercial market in Canada, but Alberta is working to establish a similar framework.

Ontario has implemented the strictest advertising guidelines in North America, including banning the use of celebrities and athletes to promote gambling, and imposing fines on operators who violate regulations.

Regulatory Measures and Enforcement

Ontario's regulatory authority introduced strict advertising regulations when opening the gambling market and imposed fines on several operators who violated advertising regulations in the first year. These regulations were later fine-tuned to further strengthen restrictions.

Other provinces are observing Ontario's experience, considering implementing similar regulatory measures in their jurisdictions.

International Comparison and North American Trends

Canada is not the only country in North America seeking to change the sports betting advertising environment. U.S. Senator Paul Tonko proposed a federal gambling advertising ban, although the proposal has not yet passed in Congress.

A trend of strengthening regulation of sports betting advertisements is emerging in North America, with countries exploring ways to balance commercial interests with consumer protection.

Legislative Prospects and Next Steps

Bill S-211 has undergone its third hearing in the Senate, with the Standing Committee on Transport and Communications discussing it last week. A similar proposal was passed by the Senate in November 2024.

The legislative process will be influenced by the new government's stance and coordination of various interests, with the final outcome still uncertain.

Potential Impact and Industry Response

If the bill passes, the Canadian sports betting advertising environment will undergo significant changes. Operators will need to adjust their marketing strategies to comply with the new restrictions.

Industry organizations are preparing response plans, including strengthening self-regulation and developing alternative marketing channels, to remain competitive in a regulated environment.

Consumer Protection and Social Responsibility

The legislative discussion emphasizes consumer protection and social responsibility, focusing on the potential impact of gambling advertisements on vulnerable groups. Supporters believe that a unified framework will help reduce the risk of gambling addiction.

Opponents worry that excessive restrictions may hinder the development of the legal market, instead driving consumers towards higher-risk illegal options.

Future Outlook and Ongoing Dialogue

The discussion on sports betting advertisements in Canada continues, with stakeholders involved in the legislative process. The final framework may need to balance public health concerns with industry development needs.

Ongoing dialogue and evidence collection will help develop more effective regulatory policies, promoting a responsible gambling environment.

#iGaming#政策分析#产业AICanadaGamblingAISportsBettingAdvertisingAIBillS211AIMartyDeaconAIConsumerProtectionAILegislation

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