A coalition of more than 40 Canadian senators has formally urged Prime Minister Mark Carney to implement a nationwide ban on all advertising for sports betting. The appeal, delivered in a letter on November 13 by Senators Marty Deacon and Percy Downe, frames such advertising as a public health concern affecting Canadians of all ages.

“We are asking for a ban on all advertising for sports gambling apps and websites,” the senators wrote. “Such a measure would be similar to the advertising ban for cigarettes, and for the same reason: to address a public health problem.”

The letter emphasizes the potentially harmful effects of sports gambling ads, which encourage individuals to treat their smartphones as “pocket-sized casinos.”

Legislative Background: Bill S-211

This push comes shortly after the Senate approved Bill S-211, the 2025 iteration of Deacon’s legislation aimed at regulating sports betting advertising nationwide. The bill, which had its first reading in the House of Commons on November 5, seeks to limit the number, placement, and scope of such advertisements. Proposed measures include a whistle-to-whistle ban on live sports broadcasts, restrictions on betting-sponsored intermissions, and limitations on in-app promotions during games.

The legislation also includes provisions for developing national standards to prevent and diagnose gambling addiction, as well as providing support to those affected. Deacon, reflecting on Canada’s legalization of single-event sports betting in 2021, expressed concern during committee sessions in 2024 and 2025: “We can see where this is headed, but we’re deciding to steer straight toward that iceberg anyway if we do nothing.”

While Deacon had previously refrained from seeking a total ban due to potential Charter challenges, she supports the government’s discretion in deciding on a full prohibition. “While that is what I would love to see, I do appreciate there are Charter implications in that,” she said according to Canadian Gaming Business.

Senators Directly Address the Prime Minister

In their letter to Carney, the senators stressed that Parliament’s prior decisions contributed to the current situation, suggesting that further action could mitigate the resulting harms. “A decision by Parliament helped create this problem, which means further action might minimize the damage that is already being done,” the letter states. “We urge your government to correct this situation and ban all sports betting ads.”

Senator Downe highlighted the evolving nature of sports betting, noting that legislation now allows Canadians to place wagers on very specific game events, such as which player will score next. “Everybody in effect is carrying a mini casino in their pocket. It’s enticing more and more people to participate and many people, unfortunately, will suffer as a result,” he said.

Public Health and Youth Concerns

Experts and counselors have raised alarms about the impact on young Canadians, who are particularly vulnerable to the psychological effects of gambling. Dr. Shawn Kelly, a pediatrician, warned that exposure can worsen mental health, increase school absenteeism, and elevate risks of delinquency. “Adolescents are particularly sensitive. What they see is the possibility of easy money, of a thrill of all of these things, these risk-taking behaviours…now they’re directed in a place where profits can be extracted from these adolescents,” he said.

Psychology professor Steve Joordens also emphasized the addictive nature of gambling, citing the role of random rewards in driving repeated bets and potential financial losses. He added that the pervasive presence of gambling ads during sports broadcasts normalizes betting as part of being a sports fan.

Even counseling professionals have noticed how constant exposure affects youth. Elizabeth Stephen, a Halifax-based therapist, said, “Professional sports, it’s completely associated with gambling these days and it’s become so normal…one of my clients said, ‘I can’t watch sports, it’s too triggering.’ It’s just a constant exposure.”

Industry Perspective

Some industry representatives argue that federal intervention is unnecessary. The Canadian Gaming Association notes that Ontario’s Alcohol and Gaming Commission already restricts gambling advertising, including bans on sign-up bonuses targeting minors and limitations on celebrity endorsements. Advertising for online gambling has reportedly declined, with CGA data showing a 7% decrease in 2023 and a further 1% drop in 2024.

Despite these trends, senators maintain that current measures are insufficient to protect the public. They point to research indicating that Canadians have been increasingly exposed to sports gambling advertisements since 2021, with a Leger survey revealing that 59% of respondents had recently seen such ads and 75% of them felt the quantity was excessive.

While Bill S-211 moves through the House of Commons, the senators’ letter adds pressure on Prime Minister Carney to act decisively. Supporters argue that a full ban on sports betting advertising would prevent further exploitation of vulnerable Canadians, especially youth, and address the ongoing public health risks. “We cannot legislate away human weakness, but we can limit the ability of others to profit from that weakness, or indeed to promote the exploitation of that weakness,” the senators wrote in their letter.