Canadians won’t be able to see U.S.-based Super Bowl ads, Supreme Court rules

Canadians won’t be able to see U.S.-based Super Bowl ads, Supreme Court rules

Bell said the regulator’s decision cost it viewers and millions of dollars in revenue

The Supreme Court has overturned a decision that allowed viewers to see keenly anticipated American commercials during the Super Bowl broadcast.

Bell Canada’s media division secured an exclusive licence from the NFL in 2013 to broadcast the Super Bowl in Canada and sold ad time to Canadian businesses to be inserted into the program on both Canadian and American stations.

The practice denied Canadian viewers a chance to see entertaining U.S. commercials that often generated as big a buzz as the football game.

In 2016, the federal broadcast regulator decided that in the case of the Super Bowl, the usual practice of substituting Canadian ads for U.S. ones on American channels available in Canada was not in the public interest.

Bell said the regulator’s decision cost it viewers and millions of dollars in revenue, prompting an appeal from the broadcaster and the NFL.

The Federal Court of Appeal rejected the challenge, saying Parliament intended the regulator to decide how best to balance competing policy objectives related to broadcasting in Canada.

ALSO READ: Carrie Bradshaw, ‘The Dude’ to star in Super Bowl commercial

The Canadian Press

Like us on Facebook and follow us on Twitter.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

A health-care worker prepares a dose of the Pfizer-BioNTech COVID-19 vaccine at a COVID-19 vaccine clinic in Toronto on Thursday, January 7, 2021. THE CANADIAN PRESS/Nathan Denette
65 new cases of COVID-19 in Interior Health

Overall, B.C. is seeing a decrease in COVID-19 cases

FILE - In this April 19, 2021, file photo, Keidy Ventura, 17, receives her first dose of the Pfizer COVID-19 vaccine in West New York, N.J. States across the country are dramatically scaling back their COVID-19 vaccine orders as interest in the shots wanes, putting the goal of herd immunity further out of reach. (AP Photo/Seth Wenig, File)
5 more deaths, 131 new cases of COVID-19 in Interior Health over the weekend

Those 18-years and older in high-transmission neighbourhoods can register for the vaccine

Nuns of Mother Teresa’s Missionaries of Charity, carry some of her relics during a vigil of prayer in preparation for the canonization of Mother Teresa in the St. John in Latheran Basilica at the Vatican, Friday, Sept. 2, 2016. In which city did she do much of her charitable work? (AP Photo/Gregorio Borgia)
QUIZ: How much do you know about these motherhood issues?

In honour of Mother’s Day, take this 10-question quiz

Younger Princeton residents are now being urged to register for a vaccination notification. (Black Press Media photo)
Princeton lags behind in vaccination rates

Approximately 24 per cent of residents here have received their first dose

Sisters Audrey Cunningham and Donna Erdman, join the Vernon Kalamalka Chorus singing in their cars, tuned into the radio, under the direction of Debbie Parmenter. (Jennifer Smith - Morning Star)
VIDEO: Okanagan choir steers around COVID with ‘carbershop’ twist

Singers find a unique way to practice during pandemic restrictions

Keith MacIntyre - BC Libertarian
Penticton’s Keith MacIntyre new leader of the B.C. Libertarian Party

The Penticton businessman was voted in by members of the party on May 8

RCMP are searching for Philip Toner, who is a 'person of interest' in the investigation of a suspicious death in Kootenay National Park last week. Photo courtesy BC RCMP.
Man sought in suspicious Kootenay death found in Lake Country

Philip Toner is a person of interest in the death of Brenda Ware

A Falkland man will present a 600+ signature petition to the Columbia Shuswap Regional District board Thursday, May 20, opposing dog control in Electoral Area D, which includes Falkland, Silver Creek, Salmon Valley and Ranchero/Deep Creek. (File photo)
600-plus sign Falkland man’s petition against dog control

Similar bylaw rejected by 200 public hearing attendees when topic came up 9 years ago

Thompson Rivers University campus is in Kamloops, B.C. (KTW file photo)
Thompson Rivers the 1st B.C. university to supply free menstrual products

The university will offer the products this September

Fraser Health is using ‘targeted’ vaccination clinics in high-risk areas of the Lower Mainland. (Fraser Health photo)
B.C.’s COVID-19 decrease continues, 515 new cases Tuesday

426 seriously ill people in hospital, up from 415 Monday

Vernon North Okanagan RCMP reported to 287 mental health calls between Jan. 1, 2021, and May 1. (Black Press files)
‘It’s not the police’s responsibility to deal with mental health calls’: Vernon RCMP

RCMP remind public to take care of mental health and well-being, while better solutions are sought

Notes of hope, encouragement and camaraderie were left on the message board inside the kitchen of TacoTime. (Aaron Hemens/Capital News)
Adiós, Taco Tuesday: Kelowna residents flock to TacoTime on restaurant’s final day

‘We don’t need another Starbucks. We need tacos on Tuesday, with extra hot sauce’

RCMP. (Black Press File)
Major Crimes called in after two bodies discovered near Penticton

A manhunt involving a police helicopter took place on May 10

Most Read