It’s all change in Canada this week with the passage of Bill S-269. Affiliate Leaders dives into the impact that this new bill will have on sports betting in the Great White North, and what this means for affiliates going forward.
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North America has had its fair share of gambling stories this week. From Catena Media entering troubled waters to Missouri becoming the 37th state to legalise sports betting, it’s been a busy week. There’s been some political developments in the last few days too. But we’re not here to talk about that. Actually, this week was a pretty big one for sports betting in Canada, with the country’s Senate approving Bill S-269.
You’re probably wondering, what is Bill S-269? Otherwise known as the National Framework on Advertising for Sports Betting Act, this bill marks a pivotal moment for Canada’s sports betting and igaming industries – namely, it aims to introduce stringent guidelines on advertising.
Passed by the Senate on 5 November, the legislation will now head to the House of Commons for further debate. If it passes that hurdle, country-wide measures to regulate the number, scope and location of sports betting advertising will come into force, with potential further crackdowns on the use of celebrities and athletes to promote gambling-related products.
During the bill’s third reading, Senator Leo Housakos addressed the house, explained: “If you watch a number of broadcasts now from the traditional broadcasters, in a one-hour segment you basically see nothing but sports-betting ads, which is also of concern.
“That has to be looked at, and we must address why it’s happening because, like anything else, I believe particularly when young people are being bombarded with ads that are sensationalising certain types of behaviour, there is a tendency for those who have addictive tendencies to be drawn to it.”
A new landscape for advertising
Canada isn’t the first market to introduce more stringent controls on the advertisement of gambling products, nor will it be the last. However, its government believes that these new guidelines will be a step in the right direction for protecting vulnerable groups such as minors and problem gamblers.
As with any changes to advertising regulations, there’s no doubt that such a measure would have a knock-on effect on affiliates within the Canadian gaming space.
Ontario has already introduced a raft of regulations that restrict the ways in which sportsbooks can advertise within the province, including banning particular types of inducements and welcome bonuses.
In a similar vein to many states across the US that have legalised sports betting, this new bill is one that fits with some of the discourse we’ve seen in Canada. Some studies suggest that Canadians believe there has been a proliferation of advertising from gambling companies, the perceived harm of which has been debated in many corners.
If Bill S-269 receives the approval of the Commons and moves forward for Royal Assent, it would formalise the transition from a newly-regulated market to one that is much more stringent. As a result, affiliates will need to completely rethink their approach to advertising.
Generally speaking, what this might mean is that we would see a considerable shift in the way affiliates engage with new bettors. One such way that’s become increasingly popular in markets in Europe is a focus on tailored, content-driven marketing that appeals to micro-communities of bettors – be it sports analysis, team-specific blogs that incorporate betting tips and even streaming too.
Within Canada specifically, affiliates will have to keep the market’s regulatory focus on responsible gambling in mind when developing these strategies. Affiliates who get this right can still thrive, but it will require adapting to a new advertising ethos.
Tighter restrictions on sports betting advertising would be likely to result in an even greater demand for quality content, SEO-driven strategies and educational campaigns about safer gambling tools such as self exclusion and deposit limits.
From the outset, new restrictions might seem like the industry should sound the alarm. But rather than seeing Bill S-269 as an obstacle, affiliates should recognise it as an opening to lead into more sustainable marketing – appealing to an increasingly cautious Canadian audience and providing an opportunity to build long-term trust and credibility.
Crucially, the Parliamentary process has now reached a stage that gives the industry a clear picture of how the new advertising regime will look, but with some time to prepare for the changes.
Curbing advertising
For Sen. Housakos, one of the greatest concerns raised during the third reading of the bill was that since the regulation of online gambling in Ontario a few years back, there has been a huge influx in advertising, which has had a knock-on effect on rates of problem gambling.
This, he admitted, was a shift that had almost been expected a few years back. But now that the market has reached a point of maturity, it was time to tone down the advertising barrage.
He said: “Any one of us who does gets the impression half the time that instead being in our living room or family room, we’re in the middle of a casino in Vegas or Atlantic City and surrounded by bookies because we’ve been bombarded over and over again by the same ad, usually a very glamorous one, of people glorifying, of course, sports betting.”
For the Canadian market, Bill S-269 may curb the influx of gambling ads that have been overwhelming TV, online platforms, and even sports arenas, as Housakos suggested.
However, the landscape is not closing; it’s evolving. Affiliates willing to comply and innovate within the new framework can maintain visibility and, crucially, trust among Canadian bettors. Ultimately, it is trust that keeps people remaining loyal to your brand – for affiliates and gambling operators, this means long-term retention.
In a space where responsible gambling messaging will become compulsory, those affiliates who champion transparent, educational content are likely to see long-term benefits. Bill S-269 isn’t just about cracking down; it’s about professionalising and evolving Canada’s sports betting market to ensure that it’s sustainable for the future. It’s better to make these changes proactively now, than reactively issuing a blanket ban in a few years’ time.
For affiliates, the landscape is shifting and one that presents an opportunity to pivot their strategy to suit the evolving needs of the market. But one thing is for certain: those that don’t respond will fall behind.
