The quest to limit sports betting advertising in Canada is heating up, but broadcasters already suggest the demand is shrinking.
The Canadian Senate Transport and Communications Committee met last week to discuss Bill S-269, which would create advertising framework for Canada sports betting. Ontario sports betting, the only commercial market in Canada, already has robust advertising regulations.
The discussion for nationwide framework comes as Alberta sports betting prepares Canada’s second open commercial province. Alberta sportsbooks could launch by the end of the year.
The committee will meet again Tuesday and Wednesday on the bill. Canada legalized single-event sports wagering in 2021, with most offerings available through provincial lotteries.
Advertising demand waning?
Bill S-269 would restrict advertising in “number, scope or location.”
However, Kevin Desjardins, president of the Canadian Association of Broadcasters, said the initial boom of advertising, in conjunction with the launch of the industry, is already slowing. He said some of the association’s 700 members set internal limits.
“What we’ve seen in terms of advertising over the last two years is not representative of what we anticipate going forward,” Desjardins said. “Our members have told us that they are seeing reductions in the amount of ad time that’s being sought by these businesses.”
Desjardins said the bill is potentially an overreach into the regulation already in place by provincial governments.
Calls for sports betting ad restrictions in Canada
Multiple lawmakers have expressed concerns about the industry since the 2021 legalization of single-event wagering.
The Responsible Gambling Council supports S-269. CEO Shelley White said it would help create a blueprint for provincial governments as more open up to private operators.
Sen. Marty Deacon and Sen. Brent Cotter introduced S-269 last year with an intention to create similar framework for sports betting that exists for the tobacco industry. Around the same time, an Ontario lawmaker introduced a bill to ban all iGaming ads in the province.
Ontartio sports betting restrictions
Early in the Ontario sports betting market, lawmakers adjusted regulations to prohibit the use of athletes in advertising. It also bans the use of celebrities who appeal to minors.
From its onset, the Ontario market prohibited promos without bettors explicitly opting in to receive them. Multiple operators were fined for ads on social media, TV and transit.
A study from the Canadian Gaming Association released last week outlines suggestions and said the nation can learn from the United Kingdom’s sports betting rules. It included five themes, including good taste, prohibiting the use of “free” and avoiding advertising to youth populations.
US sports betting advertising bill
US Rep. Paul Tonko introduced a similar bill in the US earlier this year.
His bill would ban the use of “risk-free” language, eliminate deposit bonuses and restrict advertising where children might be present. It also would prohibit prop bets on college and amateur athletes.
Illinois became the latest state to tighten its sports betting advertising rules this month.
