The gaming industry in Canada is responding to Bill S-269, which aims to establish national standards for sports betting advertising. Senator Marty Deacon's bill would require the Heritage Minister to develop new frameworks for gambling ad content, timing, and volume.

Since single-game wagering became legal in 2021 and Ontario launched its regulated igaming market in 2022, concerns have grown about excessive gambling advertisements. A 2023 Ipsos poll found 63% of Canadians want limits on these ads.

Key concerns include:

• Impact on young people and potential gambling addiction
• Growing numbers of adult problem gamblers
• Mental health effects and associated issues like crime and bankruptcy
• Confusion in provinces where private operators aren't licensed

Industry Response:

• PointsBet Canada advocates for self-regulation and focusing on below-the-line advertising practices
• Canadian Gaming Association (CGA) commissioned a study showing ad volume has decreased since 2019
• Industry leaders argue existing regulations are sufficient
• CGA President Paul Burns emphasizes robust responsible gaming measures already in place

Current Status:

• Bill S-269 has passed through Senate
• Now awaiting first reading in House of Commons
• Legislative progress may be impacted by:
  • Political gridlock
  • Upcoming Christmas recess
  • Potential election by October 2025

The industry maintains that current regulations are adequate, while advocates push for stronger national oversight to protect vulnerable populations.

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