National Framework on Sports Betting Advertising Act

Summary#

• This bill would create a national plan to rein in sports betting ads across Canada. It aims to reduce harms, especially for minors and people at risk of gambling addiction.
• It tells the Minister of Canadian Heritage to develop a framework within one year, after consulting provinces, health experts, Indigenous groups, and industry.
• It asks the broadcasting regulator (the CRTC) to review its own rules on gambling ads and report back within a year.
• The framework must consider limits on how often and where ads appear and whether to restrict or ban celebrity and athlete endorsements.
• It would set national standards for preventing and diagnosing harmful gambling and for support services.
• It promotes research and information-sharing among governments on preventing harm to minors and helping affected people.

What it means for you#

• General public

  • You could see fewer sports betting ads, especially in places and times where minors are likely watching.
  • Ads may be less flashy or less tied to famous athletes or celebrities if endorsements are limited or banned.
  • You may see more public education on gambling risks and how to get help.

• Parents and youth

  • The plan focuses on reducing minors’ exposure to betting ads.
  • Schools, health providers, or community groups may use new national standards to spot risks and support youth.

• People at risk of gambling harm

  • National standards could improve screening and access to support and treatment.
  • More research and data-sharing may lead to better services and clearer information about risks.

• Sports fans and viewers

  • Game broadcasts and related shows may carry fewer or more tightly controlled betting ads.
  • Celebrity endorsements tied to teams, leagues, or star players could be limited.

• Broadcasters, streaming platforms, and advertisers

  • You may face new rules on when, where, and how often sports betting ads can run.
  • You might need to adjust campaigns if celebrity or athlete promotions are limited or banned.

• Sportsbooks and gambling operators

  • Marketing strategies could be constrained by national standards on placement, volume, and endorsements.
  • You may be expected to fund or support responsible gambling messaging and comply with updated ad rules.

• Provinces and territories

  • You would be consulted in building the framework.
  • The framework aims to standardize approaches across Canada, while provinces continue to run and license betting.

Expenses#

No publicly available information.

Proponents' View#

• A national approach will reduce the constant stream of betting ads and lower risks to minors and vulnerable people.
• Clear, Canada-wide standards will replace today’s patchwork of rules, making protections more consistent.
• Limiting celebrity and athlete endorsements removes a strong pull that can normalize betting for kids and teens.
• Requiring the CRTC to review rules ensures TV, radio, and online platforms do their part to curb harms.
• Better research and data-sharing will improve prevention, early detection, and access to support.
• Other countries have tightened gambling ads; Canada should follow best practices to protect public health.

Opponents' View#

• Gambling and advertising rules often fall to provinces; a national framework could overstep or duplicate existing rules.
• Tighter ad limits could cut revenue for broadcasters, leagues, and teams that rely on sponsorships.
• Restrictions on endorsements may be hard to enforce online and on social media, where content crosses borders.
• Broad limits could push ads to less regulated channels or lead people to unlicensed operators.
• Standards and reporting may add compliance costs for businesses and government without clear proof of effectiveness.