Honourable colleagues, I rise today to speak in support of Bill S-211, An Act respecting a national framework on sports betting advertising, reintroduced by Senator M. Deacon following her important work on this issue during the Forty-fourth Parliament.

Colleagues, as I noted in my intervention to Senator Deacon following her speech last week, and as I said during my third reading speech in the last session, I remain a friendly critic of this bill.

While I may not be as irritated as some by the sheer number of sports betting ads now appearing on our screens, I can’t deny that they seem to have dramatically increased in frequency since we last debated this bill. Just the other day, I looked out my office window and saw a taxi completely wrapped in sports betting ads. So I thought, “that was a first,” but I think it’s just the beginning of things to come.

What concerns me most, however, is the impact of this advertising on young people. At a time when youth across Canada are facing a cost-of-survival crisis, gambling can appear to be an easy and entertaining way to make some extra money. But, too often, it leads down the dangerous path of addiction and the social and economic harm that comes with it.

The reintroduction of Bill S-211 gives us a renewed opportunity to examine how young people consume sports content today, and how sports betting advertisements are targeting them. Young people don’t follow sports the way we boomers do. Traditional cable is being replaced by streaming platforms, many of which are sponsored by, or even integrated with, sports betting services.

As I’ve said before, it’s alarming how little data we have on sports betting habits in Canada, particularly demographic data that would allow us to understand which groups are most vulnerable.

Senator Deacon’s bill rightly calls for intergovernmental research and information sharing, including prevention, diagnosis and support measures for minors involved in harmful gambling activities, as well as for individuals impacted more broadly. Nevertheless, I hope the committee’s work on this bill will give us a clearer picture of the harms caused by sports betting in Canada, and perhaps allow us to fine-tune the proposed framework to address any existing gaps in the current research literature.

Of course, we can’t talk about this issue without addressing another layer of the problem: the decline of legacy media and its growing reliance on sports betting ad revenue.

The Liberal government, now under Prime Minister Carney, has failed to meaningfully address this crisis. Even after passing Bill C-11 in the last Parliament, the underlying financial instability of the sector exists more than ever. This bill offers us an opportunity to revisit those shortcomings, especially as they relate to the sports broadcasting industry.

Another important point, though not fully reflected in the consultation process outlined in the framework, is the impact of sports betting advertising on the revenue streams of professional sports leagues and athletes. As a sports fan, I’ve been thrilled to witness the growth of new professional leagues, like the Professional Women’s Hockey League, the Canadian Premier League and the Canadian Elite Basketball League. But I can’t help but wonder how dependent these leagues are on sports gambling advertising revenue. What can we do to support their financial sustainability while also protecting fans from gambling-related harm?

Colleagues, I think the message is clear: Sports betting advertising is a problem. Senator Deacon’s bill represents a strong step forward, but, as I’ve outlined today, the issue is broader than just ad volume. We must also focus on the deeper financial dependencies in the broadcasting and sports ecosystems if we want to understand the genesis of this problem, and I look forward to doing so in committee.

We did a lot of work, of course, in the last Parliament. Senator Deacon, I hope we can accelerate that work because I definitely agree with your objective and goal.

I want to thank Senator Deacon, once again, not just for her leadership but also her perseverance in reintroducing this bill. Those of us who have been here for a long time know that sometimes these private members’ bills take many attempts. We see Senator Miville-Dechêne now taking a third crack at her bill, and I always say “third time lucky.” Senator Deacon, I think this is your second shot with this bill. We’ll see who gets to the finish line first. I know it’s not easy to restart legislation and the process, but I’m glad you’re committed to this. So am I.

I wholeheartedly support the bill, and I look forward to the continuous work that the committee does. I look forward to other members participating in this important debate. Thank you, colleagues.