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

Google Maps screenshot taken at 7:30 a.m.
TRAFFIC: Westbound Highway 1 crash blocking left lane in Langley

Incident at 264th Street slowing morning commuters

Elias Pettersson and the Vancouver Canucks drew a large crowd to the Abbotsford Centre in 2019. Canucks management hopes the crowds return for the planned AHL team this fall, and early returns are positive. (John Morrow/Abbotsford News)
Canucks: ‘Incredible’ early interest for Abbotsford AHL tickets

Team has had a strong response to both e-mail information and priority ticket lists

Red dot shows location where fisherman was rescued by boater on Friday, May 7, 2021. Other fisher still missing presumed drowned after boat swamped on Fraser River near Vedder/Sumas confluence. Rescued man swam to shore after boat sank, while friend is still classified as missing as of May 10. (City of Chilliwack map)
Fisherman still missing after boat flipped on the Fraser River

One man made it out, other still missing, after anchor got snagged in the Fraser near Chilliwack

Corina Rochon has been working the front lines of the pandemic in the intensive care unit at Abbotsford Regional Hospital. She is also an instructor in the nursing program at University of the Fraser Valley.
Pandemic the most challenging of Abbotsford nurse’s 16-year career

Corina Rochon works front lines at Abbotsford Regional Hospital

Joan Septembre went for a weekend hike at Lindeman Lake, parking next to a vehicle that had two windows smashed in. (submitted photo)
Thieves active at Lindeman Lake and other parking spots along Chilliwack Lake Road

The hiking community is lamenting an uptick in car theft and vandalism as the weather gets nicer

A bullet hole is seen in the windshield of an RCMP vehicle approximately 4 km from Vancouver International Airport after a one person was killed during a shooting outside the international departures terminal at the airport, in Richmond, B.C., Sunday, May 9, 2021. THE CANADIAN PRESS/Darryl Dyck
Homicide team IDs man in fatal YVR shooting as police grapple with spate of gang violence

Man, 20, charged in separate fatal shooting Burnaby over the weekend

A map of Huu-ay-aht-owned forestry cutblock. (SUBMITTED PHOTO)
B.C. First Nations restrict access to territory in wake of forestry standoffs

Huu-ay-aht set up checkpoints after heated and dangerous incidents on southwest Vancouver Island

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.
RCMP identify ‘person of interest’ in Kootenay National Park suspicious death

Police are looking for Philip Toner, who was known to a woman found dead near Radium last week

Vancouver Canucks goaltender Thatcher Demko (35) makes a save on Winnipeg Jets’ Nate Thompson (11) during second period NHL action in Winnipeg, Monday, May 10, 2021. THE CANADIAN PRESS/Fred Greenslade
Vancouver Canucks see NHL playoff hopes dashed despite 3-1 win over Winnipeg

Montreal Canadiens earn final North Division post-season spot

The B.C. legislature went from 85 seats to 87 before the 2017 election, causing a reorganization with curved rows and new desks squeezed in at the back. The next electoral boundary review could see another six seats added. (Black Press files)
B.C. election law could add six seats, remove rural protection

North, Kootenays could lose seats as cities gain more

The Independent Investigations Office of B.C. is investigating the shooting of an Indigenous woman in the Ucluelet First Nation community of Hitacu. (Black Press Media file photo)
B.C. First Nation wants ‘massive change’ after its 3rd police shooting in less than a year

Nuu-chah-nulth woman recovering from gunshot wounds in weekend incident near Ucluelet

Nurse Gurinder Rai, left, administers the Moderna COVID-19 vaccine to Maria Yule at a Fraser Health drive-thru vaccination site, in Coquitlam, B.C., on Wednesday, May 5, 2021. The site is open for vaccinations 11 hours per day to those who have pre-booked an appointment. THE CANADIAN PRESS/Darryl Dyck
COVID vaccine bookings to open for adults 40+, or 18+ in hotspots, across B.C.

Only people who have registered will get their alert to book

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Most Read