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Opened Apr 29, 2026 by Ian Thibault@nmuian4697544
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Canadian Broadcasters Say Demand down for Sports Betting Advertisement Time


Canadian broadcasters state the demand from sportsbook operators for advertisement time is currently deteriorating, and an expense aiming to control that marketing is a bit hasty.

The Senate of Canada's Transport and Communications Committee met once again Wednesday night to hear more testimony in connection with Bill S-269, which proposes the creation of a nationwide structure for sports betting-related marketing.

That framework would identify ways of controling sportsbook ads, "with a view to restricting the usage of such advertising, limiting the number, scope or area," the text of the legislation states.

Not so quick, my friends

But what the Senate committee heard on Wednesday is that those commercials are already being limited, both on the initiative of broadcasters and due to the fact that sportsbook operators are purchasing less advertisement time.

Kevin Desjardins, president of the Canadian Association of Broadcasters - a group comprised of more than 700 private-sector channels and stations - stated some of the union's members have established "internal and voluntary limitations" on the amount of gaming advertisements they run.

Those limits are in addition to the standards set out by the Alcohol and Gaming Commission of Ontario (AGCO), which manages iGaming in the only Canadian province that allows multiple private-sector operators to do service.

"To some extent, this is not unlike marketing at the dawn of the.com boom, a brand-new market that emerged seemingly from no place, that appeared common in the minute, but that in time normalized," Desjardins stated. "What we've seen in terms of advertising over the last 2 years is not agent of what we prepare for moving forward, and already, our members have actually informed us that they are seeing decreases in the amount of advertisement time that's being looked for by these businesses."

Now up is Kevin Desjardins, the president of the Canadian Association of Broadcasters, a group of private-sector radio and tv operators. Says a few of their members have actually established internal limitations on the quantity of sports wagering ads they'll transmit. pic.twitter.com/zmXLS1m5Ny

Desjardins stated the proposed legislation is "early and an unnecessary overreach" into work currently being done by provincial regulators.

"Having several layers of regulative frameworks in this area will produce confusion and not enable provincial regulators to make the modifications they deem necessary as they see the advancement of the market in their own jurisdictions," he added.

Desjardins is among almost 20 witnesses who have supplied testimony about S-269 to the transport and communications committee, which held two hearings in June and 2 in September.

Another hearing is set up for Oct. 1, and after that the committee will conduct a "clause-by-clause" consideration of the costs the following day. That will be the time for committee members to propose modifications to the legislation if they so choose, and after that to advance the bill by reporting it back to the complete Senate for additional dispute.

A few pointers

In other words, Canada's private-sector broadcasters are pressing back against legislation that appears to be making development.

Moreover, the opposition comes as Canada is just over three years past the decriminalization of single-game sports betting and more than two years beyond Ontario's launch of its competitive iGaming market.

Some lawmakers have voiced concern about what the recent legal and regulatory changes have caused, and S-269 uses an opportunity for those at the federal level to attempt to make changes to one of the more visible aspects of business: marketing.

Ontario is still the only province that has invited and controlled the similarity private-sector operators such as bet365, BetMGM, and FanDuel, however Alberta remains in the procedure of creating a comparable structure, and other markets may ultimately follow match.

Shelley White, CEO of the Responsible Gambling Council (RGC), said that research study on the results of betting marketing discovered that increased exposure can normalize that activity while decreasing an individual's understanding of the risk involved.

White and the RGC are also encouraging of the nationwide structure S-269 proposes because, to name a few things, it would produce a plan of sorts that other provinces could follow.

"The benefit is that it could supply constant guidance to each of the provinces as they establish their betting marketing and advertising regulative standards," White informed the committee.

Continue truckin' (or don't)

Still, Ontario's market has probably been the driver for much of the recent boost in advertising of sports wagering in Canada. Those ads have managed to irritate some sports fans and draw in attention from legislators and regulators.

"We've heard a lot about how harmful this advertising is, however no one's actually talked to what I think is driving a lot of this, which is that it's so bothersome," Alberta Sen. Paula Simons stated at one point throughout Wednesday's hearing.

Desjardins responded by suggesting that the newness of the gambling ads is making them stick out more for Canadian audiences.

"If you were to take pickup ads off the air for six months, and then reintroduce them at the exact same levels, people would say, 'My God, there's so numerous pickup truck advertisements on the air, right?" he said.

But public policy shouldn't be produced to satisfy individuals's individual perceptiveness, Desjardins stated, and he cautioned the committee about marketing as a "proxy fight" to relitigate the legalization of single-game sports betting.

Desjardins likewise acknowledged that gambling marketing provided a "substantial influx" of income for broadcasters at a time when he stated those incomes were being challenged.

"I believe that we recognize the reality that it is going to retrench rather, and we're currently seeing indicators of that," he said. "So it's definitely not a long-lasting tactical piece to the marketing service, but it is a substantial piece at the minute, particularly for certain services."

Desjardins states he thinks there are individuals using marketing as a "proxy fight" against single-game sports betting's legalization. Doesn't believe there is anything demonstrating that the outcomes people want are going to be served by limiting advertisements.

Although they might have bothered some viewers, particularly in provinces beyond Ontario, where the operators are not yet regulated, the sports betting ads are expected to serve a function. To name a few things, the marketing enables operators to present themselves to potential customers and highlight which operators are managed and which are not.

However, not everybody agrees that the advertisements are needed to assist transition players from the grey and black markets into regulated ones. Cardus, a Christian think tank, is among those pressing for S-269 to go even further, and completely ban all sports betting ads.

"If the legalization of single-event sports wagering was planned to satisfy existing need and curtail the black market for sports gambling (as was specified at the time), then it needs to be unnecessary to increase need through advertising," Cardus' written submission to the Senate committee stated. "Governments should not permit the promo of this activity through advertising.

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Reference: nmuian4697544/the-bet-9ja-promo-code-for-2026-is-yohaig#1