Sportsbook advertising may be set to change forever in the massive Ontario sports betting market.
A new bill is working its way through the Canadian legislature that will place harsh new restrictions on how sports betting operators advertise. Bill S-129 would make many changes but largely resembles the requirements the tobacco industry currently faces. The goal of the bill is to help limit exposure to minors as well as curb the growth of problem gambling, which has spiked since the industry became legal.
Some of the most significant advertising changes the bill would make include limiting the use of celebrities (including athletes), limiting how often ads can be shown, and new restrictions over print and other forms of media.
Ontario is currently the country’s only legal sports betting market, but Alberta is working to launch their own soon. The upcoming launch is part of the reason for the new bill being considered. The expansion of sports betting is a perfect time to fix and improve the issues Ontario has faced, including a spike in problem gambling.
The Senate Committee on Transport and Communications has passed Bill S-129 on to the full Senate, where it will be voted on.
The bill being considered in Canada shares many similarities to one recently passed in New York. The state recently updated its laws to require similar advertising requirements and restrictions for sports betting operators. Like Canada, the new rules are similar to those in the tobacco industry.
Unlike the Canadian proposal, New York’s new rules focus more on warning residents about the dangers of problem gambling. Each sportsbook advertisement is now required to feature a clear message about problem gambling, including the consequences that come from a gambling addiction.
The US is also considering a federal bill called the SAFE Bet Act. This bill would move regulatory control of the industry from the states to the federal government, which has been vocal about increased advertising restrictions.
