Senator Marty Deacon of the Waterloo region is intensifying efforts to advance Bill S-211, legislation that would establish national regulations on sports betting advertising—particularly those seen by minors. Her renewed push follows a strongly worded editorial in the Canadian Medical Association Journal (CMAJ), warning of serious harm linked to gambling promotions targeting youth.
Since Canada legalized single-game sports betting in 2021, ads for online gambling have flooded broadcasts, especially in Ontario, which legalized iGaming in 2022. These ads, often aired during major sporting events, are now drawing scrutiny from doctors and lawmakers who say they are normalizing addictive behavior among young people.
Experts Warn of Normalization and Addiction Risks
The CMAJ editorial, co-authored by pediatrician and addiction specialist Dr. Shawn Kelly and CMAJ medical editor Dr. Shannon Charlebois, calls on the federal government to take immediate action. The authors argue that constant exposure to gambling content during sports programming makes it seem like a normal part of being a fan—particularly harmful for young viewers.
“What’s very dangerous about this for children is that it’s normalizing a known harmful behaviour during an impressionable stage,” said Charlebois. Kelly added that he first became alarmed when his seven-year-old son confused hockey statistics with gambling terms. “It was at that moment I realized that his exposure to hockey and learning the game was so tied in and indistinguishable from the advertising for iGaming,” he said.
Kelly described the current situation as “like the Wild West,” warning that the rise in youth gambling could lead to long-term consequences. Studies have linked gambling addiction in youth with higher rates of suicide, substance use, and delinquency. “To me, it is terrifying,” Kelly said.
Bill S-211 Proposes National Ad Standards
Deacon first introduced Bill S-211 in June 2023 to create a national framework for regulating gambling ads. The bill proposes a system similar to existing rules for alcohol and tobacco promotions, including:
- Banning celebrity and athlete endorsements
- Limiting the volume and placement of ads
- Prohibiting gambling ads during broadcasts where youth are likely watching
“We need a common approach, a national standard… similar to alcohol, similar to tobacco,” Deacon said during an interview with CBC Radio’s The Morning Edition. Though the bill’s progress was paused during the federal election, she plans to reintroduce it in the Senate this October.
The Role of Smartphones and Fast-Paced Betting
University of Guelph marketing expert Timothy Dewhirst noted how easily accessible gambling has become due to mobile technology. “People can be betting from their smartphone, and adolescents virtually all have smartphones now too,” he said.
He also flagged concerns about “parlay bets,” which tie multiple wagers together—meaning a single loss results in a total loss. Dewhirst warned that this type of betting can quickly lead to serious financial trouble, particularly for impulsive younger users.
The CMAJ editorial ends with a strong call for federal leadership, urging Canada to “eliminate all commercials that promote sports betting during broadcasts where minors are likely to see them.” As Deacon prepares to bring Bill S-211 back before the Senate, pressure is growing for Ottawa to treat gambling ads as a public health issue.
Source:
“Senator for Waterloo region wants to ban sports betting ads that lead to ‘addictive behaviour’ in youth”, cbc.ca, Sep 10, 2025.
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