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

With Treat Street cancelled this year because of COVID-19, the Sidney BIA’s sixth annual Halloween Spooktacular will give trick-and-treaters like Jennifer Weiss (right) and Heidi Duncan other options, including a free drive-in movie at Sidney’s Mary Winspear Centre. (Black Press Media File)
Sidney BIA hands out Halloween Spooktacular

Key elements of modified Halloween celebrations include free drive-in movie at Mary Winspear

Police closed McNeill Avenue after a workplace death Oct. 20, 2020. (Nina Grossman/News Staff)
WorkSafe BC investigating man’s death during Oak Bay tree removal

Man was working for contracted tree removal company when incident occurred

A notice on the door of the Starbucks at 3849 Cadboro Bay Rd. says it closes permanently on Sunday, Oct. 25. (Google Maps)
Cadboro Bay Starbucks location to close permanently after 16 years

Residents association seeks reason for closure set for Oct. 25

Environmental advocate, Dorothy Chambers holds up the body of Ollie, a well-known Great Horned owl found dead in Cuthbert Holmes Park on Oct. 17. (Photo courtesy Dorothy Chambers)
Poison suspected after well-known owl found dead in Saanich park

Body of Ollie the Great Horned owl discovered in Cuthbert Holmes Park

A bear similar to this black bear was spotted on Elk Lake Drive on Oct. 20 and is believed responsible for killing a llama in Saanich the night before. (Black Press Media file photo)
Bear spotted several times in Saanich likely to be euthanized

Conservation officers still searching for bear reported near Elk Lake Drive

FILE – People wait in line at a COVID-19 testing facility in Burnaby, B.C., on Thursday, August 13, 2020. THE CANADIAN PRESS/Darryl Dyck
167 new COVID-19 cases, 1 death recorded as B.C. enters 2nd wave

Three new healthcare outbreaks also announced

Advance polls are open from Oct. 15 to 21 with election day on Oct. 24. (Black Press Media file photo)
Nanaimo RCMP are asking for the public’s assistance in locating Michael Leighton, who is wanted on 11 warrants on Vancouver Island and is a suspect in a recent break, enter and theft in Nanaimo. (Photos submitted)
RCMP looking for break-and-enter suspect with 11 warrants on the Island

Nanaimo RCMP say Michael Leighton a suspect in theft of pistol and $40,000 worth of coins

This 2020 electron microscope image made available by the National Institute of Allergy and Infectious Diseases shows a Novel Coronavirus SARS-CoV-2 particle isolated from a patient, in a laboratory in Fort Detrick, Md. THE CANADIAN PRESS/AP-NIAID/NIH via AP
At least 49 cases of COVID-19 linked to wedding in Calgary: Alberta Health

McMillan says the city of Calgary has recently seen several outbreaks linked to social gatherings

UBC geoscientists discovered the wreckage of a decades-old crash during an expedition on a mountain near Harrison Lake. (Submitted photo)
Wreckage of decades-old plane crash discovered on mountain near Harrison Lake

A team of Sts’ailes Community School students helped discover the twisted metal embedded in a glacier

The official search to locate Jordan Naterer was suspended Saturday Oct. 17. Photo courtesy of VPD.
‘I am not leaving without my son,’ says mother of missing Manning Park hiker

Family and friends continue to search for Jordan Naterer, after official efforts suspended

Bernard Trest and his son Max, 10, are concerned about B.C.’s plan for students in the classroom. He was one of two fathers who filed a court application in August to prevent schools from reopening if stricter COVID-19 protections weren’t in place. That application was dismissed last week. (Contributed photo)
B.C. dad pledges to appeal quashed call for mandatory masks, distancing in schools

Bernard Trest and Gary Shuster challenged health, education ministries’ return-to-school plan

RCMP crest. (Black Press Media files)
RCMP cleared in fatal shooting of armed Lytton man in distress, police watchdog finds

IIO spoke to seven civillian witnesses and 11 police officers in coming to its decision

A 34-year-old man was treated for a gunshot wound in Williams Lake Monday, Oct 19, 2020. (Angie Mindus photo - Williams Lake Tribune)
Williams Lake man treated for gunshot wound after accidental shooting: RCMP

Police are reminding residents to ensure firearms are not loaded when handling them

Most Read