Mr. Speaker, I rise today to speak on Bill S-211, an act respecting the national framework on sports betting advertising.
I will begin with a simple observation. Canadians are noticing a change. Hockey games, football games, family shows, even online videos are now full of sports betting ads. What used to show up once in a while is now constant. They are tired of seeing their favourite celebrities and athletes encouraging gambling at every commercial break. For many Canadians, especially young people, these athletes and celebrities are role models. When those same public figures are used to promote gambling, it carries a level of influence that goes beyond typical advertisement.
In 2021, Parliament made the decision to legalize single-event sports betting. People were already doing it, often through unregulated sites. Bringing it into the legal system helped provinces regulate it, but since then, something else has happened: Sports betting has exploded, and Bill S-211 is trying to deal with it. At its core, this is about trying to get a better handle on this fast-growing industry.
Before we get into the contents of the bill, it is important to be clear about how things currently work. Provinces are mainly in charge of gaming, and some have stricter rules than others. They license companies, set rules and, in some cases, even operate the platforms themselves. However, advertising is different. Ads do not stop at provincial borders. We can watch the same advertisement if we are in Vancouver or Kitchener Centre. This is part of why the issue has become more noticeable. This also raises a basic question: Why is this one area of advertising so lightly regulated when so many others are tightly controlled?
We already regulate gambling differently from any other product, because it is not like other forms of advertising. This is something that can influence behaviour in ways that require extra caution. A great example that comes to mind is the limits placed on alcohol and tobacco advertisements. We have limits on when ads can run, where they appear and how they can be targeted. We need to protect our young people. It would be reasonable to ask why a similar thing would not apply here.
It is worth looking at the impact that this is having around us. In 2025, a study from the American Institute for Boys and Men found that in states with legalized sports betting, there was a clear sign of financial strain on families. Credit scores went down and more people fell into debt troubles, collections and missed payments. Bankruptcy rose by as much as 25% to 30% a few years after online betting was introduced.
It means that individuals struggling with addiction face constant triggers with very little protection. For someone working to regain control of a gambling addiction, constant exposure to these betting ads is not just background noise; it is a huge barrier on the path to recovery. It can be difficult to move forward when the same messaging appears during games, online and across multiple platforms. For those individuals, it is real. We need to recognize that constant exposure can make a difficult situation even harder.
Even beyond the statistics, there is a real impact here that we cannot afford to overlook. When gambling becomes more visible with constant exposure, it does not just affect the individual, but the entire household. Families feel the strain when money that should be going towards the mortgage or rent, groceries or savings is instead lost through gambling. It is also important to recognize that not all families feel this equally. For those already dealing with the rising cost of living or financial pressure, even small losses can have a much greater impact. In an economy where Canadians are already stretched thin, this is not a minor concern.
We also see the emotional toll this can take. It creates stress in relationships, arguments at home and, in some cases, it can cause a breakdown of trust within families. What may start as casual betting can turn into a pattern that becomes difficult to control. Unfortunately, that pressure is felt most by spouses, children and parents.
This is why exposure matters. When gambling is constantly promoted while the family is sitting down for Saturday night hockey, it normalizes behaviour and can carry big risks for households. It makes it much harder for those trying to step back from gambling to actually avoid it. For many fans, it is also changing the experience of the game itself. What used to be about the sports is increasingly tied to odds, bets and promotions.
We also know that protecting young people is a major concern here. A number of weeks ago, Dr. Shawn Kelly shared that in his practice, he is meeting children as young as 14 who are already struggling with gambling behaviours.
Dr. Kelly also shared that, even at home, his own son is starting to ask questions about the difference between over-under and plus-minus while watching hockey highlights. It is no wonder why when 21% of our sports broadcasting time is often made up of gambling advertisements. This issue is already part of our everyday conversation. When something moves from being niche to being a part of daily life so quickly, it is reasonable for us to take notice and analyze if the rules have kept pace.
At the same time, there is a broader question about responsibility. In a modern digital world, we live in a world where advertising follows people whether they are watching TV, streaming platforms or social media. The line between entertainment and promotion is becoming harder to see, especially for younger audiences. In that kind of environment, the question is not whether people should be allowed to participate in sports betting, but whether our current approach is clear, consistent and appropriate for the reality that we are seeing today.
It is also worth noting that Canada is not alone in facing this issue. Other G7 countries have already begun taking a closer look at how sports betting is advertised and the impact it can have. In some cases, they have introduced clearer national rules around when and how these ads can appear, especially during times when young people are likely to be watching. By comparison, Canada's approach remains more broken up. We rely heavily on provinces, industry standards and evolving guidelines, all without a national picture. It does not mean that those efforts are not important, but it does highlight that we may be lagging behind when it comes to having a universal understanding of the issue. This is a great way to begin closing that gap by making sure we are looking at this in a more complete way.
Conservatives believe in personal freedom. We believe that with freedom comes responsibility. Adults should be able to make their own choices, but freedom does not mean free-for-all. It does not mean flooding every sports game with gambling ads, and it does not mean ignoring the impact that this may have on families or young people. There is a clear difference between giving Canadians the freedom to make a choice and surrounding them with constant pressure to make that choice. That distinction matters.
Right now, different provinces and groups are trying different approaches. Some have rules on advertising. Industry groups are working on codes of conduct. The CRTC has also said it may align broadcasters with certain standards once they are finalized, so there is already activity happening across this country. The question is whether it is working well enough and whether it is consistent.
This is where Bill S-211 comes in. It would not ban advertising. It would not take away provincial control. Instead, it would ask for more coordination and for government to study what is actually happening. Some will say this is not enough, and others will worry that it goes too far. What it really does is ask for a clear picture of the situation and whether our current system is working as intended. We are not trying to change the entire system overnight, but to make sure we are asking the right questions and getting the full picture of what is happening. This industry is changing rapidly. The responsible thing to do would be for us to pause, review and ensure that there are safeguards in place and that they are doing what they are meant to do.
At the end of the day, this issue is not about being for or against sports betting. It is about whether the system we have today is keeping up with the reality Canadians are living in. With constant advertising and young people at higher risk of being exposed, and with families starting to feel real financial and emotional pressure, it is fair to ask whether more coordination is needed. Bill S-211 is a step toward bringing governments together, looking at the evidence and making sure that the rules reflect what is happening on the ground. Canadians expect us to take that kind of balanced, practical approach.