The Canadian gaming industry is responding to Bill S-269, which aims to establish new national standards for sports betting advertising. The bill, sponsored by Senator Marty Deacon, would require the Minister of Heritage to develop guidelines on gambling ad content, timing, and volume.

Key concerns driving the legislation include:

• High volume of gambling ads since Ontario's market launch in 2022
• Impact on young people and potential gambling addiction
• Growing numbers of adult problem gamblers
• Confusion in provinces where private operators aren't licensed

The Canadian Gaming Association (CGA) commissioned a study showing that gambling advertisements represent:

• 2% of all TV ad occurrences (2022-2023)
• 8% of total media ad spending
• 6% of NHL hockey game ad occurrences

Industry perspectives:

• PointsBet Canada advocates for focusing on below-the-line activities rather than additional above-the-line advertising restrictions
• CGA argues the bill is unnecessary, citing existing regulations and industry maturity
• Industry leaders emphasize current responsible gaming measures and self-regulation

The bill's future remains uncertain due to:

• Legislative gridlock in Parliament
• Upcoming Christmas recess
• Potential election by October 2025
• Opposition between Liberal minority government and Conservative opposition

The gaming industry maintains that existing regulations and self-imposed standards are sufficient, while advocates for the bill argue stronger national oversight is needed to protect vulnerable populations.

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