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

“We have to make a call out to address this now so our people don’t have to feel fearful,” said Tribal Chief Mina Holmes. (Carrier Sekani Tribal Council Facebook photo)
Carrier Sekani Tribal Council seeks Indigenous-led task force in northern B.C. hospitals

Request made in an open letter to federal minister Carolyn Bennett

Ellis Ross (left), BC Liberal party, celebrated with his wife, Tracey after being named the preliminary winner of the 2020 snap provincial election.
Ross presumptive Skeena winner in snap B.C. election

Election outcome will not be official until mail-in ballots are counted

Voting has officially closed throughout B.C. for the 2020 snap provincial election. (Clare Rayment)
Map of Skeena polling stations

Watch the updates on the map below as polling stations are counted throughout Skeena riding

NDP headquarters on election night, Oct. 24, 2020. (Katya Slepian/Black Press Media)
ELECTION 2020: Live blog from B.C. party headquarters

BC NDP projected to win majority government – but celebrations will look different this election

B.C. Green Party leader Sonia Furstenau outlines her party's climate action platform at Nanaimo's Vancouver Island Conference Centre earlier this month. (News Bulletin file photo)
Green leader Furstenau declared victor in her home riding on Vancouver Island

Cowichan Valley voters elect freshly minted party leader for her second term

FILE – Provincial Health Officer Dr. Bonnie Henry provides the latest update on the COVID-19 pandemic in the province during a press conference in the press theatre at Legislature in Victoria, B.C., on Thursday, October 22, 2020. THE CANADIAN PRESS/Chad Hipolito
B.C. shatters COVID-19 records with 817 weekend cases; masks now expected indoors

Three people have died over the past three reporting periods

RCMP have released more details regarding what led up to an arrest caught on video in Williams Lake Sunday, Oct. 26. (Facebook video screenshot)
Review launched after ‘high-risk, multi-jurisdictional’ chase, arrest in Williams Lake

RCMP launching a full review and code of conduct investigation

(Pxfuel)
B.C. limits events in private homes to household, plus ‘safe six’ amid COVID-19 surge

Henry issued a public health order limiting private gatherings to one household, plus a group of ‘safe six’ only

B.C. Liberal Leader Andrew Wilkinson speaks during a drive-in car rally campaign stop at a tour bus operator, in Delta, Saturday, Oct. 17, 2020. THE CANADIAN PRESS/Darryl Dyck
Andrew Wilkinson stepping down as B.C. Liberal leader

Will stay on until the next party leader is chosen

Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

VicPD and B.C. Conservation Officer Service teamed up to free two bucks who were entangled in a fishing net and dragging a wheelbarrow sized piece of driftwood behind them. (VicPD)
VIDEO: Police, B.C. Conservation help two bucks caught in one fishing net

Bucks were also dragging a wheelbarrow sized piece of driftwood behind them

A heavy police presence was spotted in Lumby, Monday, Oct. 26, 2020. (Facebook)
Police situation leads to ‘hold and secure’ at North Okanagan school

Police call for social media blackout in ongoing incident

École de l’Anse-au-sable. (Google Maps)
COVID-19 outbreak forces closure of Kelowna school

The outbreak is the first within B.C.’s school system since classes resumed back in September

Most Read