Expanding sports betting across North America helped create new sponsorship and gambling advertising opportunities. Available in nearly 40 US states as well as in Canada, wagering attracts sports aficionados and bettors alike.
Bill S-269 Picks up Speed in Canada but Raises Concerns
Amid the expansion, lawmakers in Canada are considering a new gambling ads bill that continues to draw controversy. In a broader sense, Bill S-269 proposes restrictions related to gambling advertising. Recently, the proposal picked up speed after a meeting of the Senate of the Transport and Communications Committee. The bill was referred to the full chamber where it will undergo further review before it can be approved.
Picking up speed, S-269 captured the attention of stakeholders, including the National Hockey League (NHL) and the National Football League (NFL). The two prominent Leagues shared their concerns with the aforementioned proposal, sending a letter to Canada’ Senate late last month. As announced by Covers, the letter was published on the Senate’s website this week, revealing that the NFL and NHL are both concerned about the proposal.
The concerns raised by the two Leagues may complicate the future of S-269. Other industry stakeholders have also criticized the proposal with the list including Alcohol and Gaming Commission of Ontario and the Canadian Football League, among others.
NHL and NFL Voice Concerns on the Proposed Betting Ad Restrictions
Conal Berberich, NHL’s group vice president and deputy general counsel, wrote that the League supports the enhanced efforts for player protection. However, he said the NHL questions “the need for national legislation in light of the healthy cooperation among industry stakeholders promoting consumer protection that already exists and the ongoing successful Sports Book regulatory environment at the provincial level.”
Berberich also argued that limits to advertising can also “prove to be counterproductive,” considering that ads help the customers make informed decisions and allow each sportsbook to distinguish itself from the others.
“The elimination of illegal gambling, especially offshore betting operators, requires not simply a legal alternative, but robust, active monitoring and enforcement backed by significant civil and criminal penalties for violations,”
wrote Jonathan Nabavi, vice president, public policy and government affairs at the NFL
As noted, the NFL was also concerned with S-269. In the words of Jonathan Nabavi, NFL’s vice president of public policy and government affairs, despite the countrywide expansion of sports betting in the US, the illegal market proved to be resilient and in fact greater than initial estimates. He argued that legalization alone doesn’t guarantee that the illegal gambling sector will be irradicated.
According to Nabavi, tough restrictions may have dire consequences for the legal sector. “Unreasonably curtailing responsible advertising will inevitably hamper the important effort to channelize illegal sports betting into the legal market,” he wrote. Notably, the executive spoke about the importance of effective collaboration, proactive monitoring and swift enforcement action against illegal operators as a way to eliminate the black market. Finally, Nabavi said the NFL is prepared to further discuss the topic with the Commission.