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

Russell Jonathon George Gurney was last seen in Chilliwack in mid-December. (RCMP photo)
RCMP ask for help to find missing Abbotsford man last seen in Chilliwack

Police and family are concerned for the well-being of Russell Jonathon George Gurney

Ottawa serial killer Camille Joseph Cleroux died of natural causes at Abbotsford’s Pacific Institution on Sunday.
Serial killer housed at Abbotsford’s Pacific Institution dies of natural causes

Camille Joseph Cleroux announced dead on Sunday, known as notorious Ottawa serial killer

Garry Blanchard of Hope won $77,000 correctly guessing the outcomes of all 13 games of NFL week 17. (Photo/BCLC)
Hope resident rakes in $77,000 in NFL Week 17 bet

Garry Blanchard won the record-breaking prize correctly guessing every outcome that week

This urn was found Jan. 4 at a Yale Road bus stop and has now been returned to its owner. (RCMP photo)
RCMP find custodian of urn that was left at Chilliwack bus stop

Police say the urn contained the remains of a family’s cat

Maj.-Gen. Dany Fortin, vice-president of logistics and operations at the Public Health Agency of Canada, speaks at a news conference on the COVID-19 pandemic in Ottawa, on Friday, Jan. 15, 2021. THE CANADIAN PRESS/Justin Tang
B.C. records 500 new COVID-19 cases Wednesday, 14 deaths

Outbreak at Surrey Pretrial jail, two more in health care

A woman writes a message on a memorial mural wall by street artist James “Smokey Devil” Hardy during a memorial to remember victims of illicit drug overdose deaths on International Overdose Awareness Day, in the Downtown Eastside of Vancouver, on Monday, August 31, 2020. THE CANADIAN PRESS/Darryl Dyck
B.C. paramedics respond to record-breaking number of overdose calls in 2020

On the front lines, COVID-19 has not only led to more calls, but increased the complexity

Eighteen-year-old Aidan Webber died in a marine accident in 2019. He was a Canadian Junior BMX champion from Nanaimo. (Submitted)
Inadequate safety training a factor in teen BMX star’s workplace death in 2019

Aidan Webber was crushed by a barge at a fish farm near Port Hardy

Southern resident killer whales in B.C. waters. Research shows the population’s females are more negatively influenced by vessel traffic than males. (Photo supplied by Ocean Wise Conservation Association)
Female orcas less likely to feed in presence of vessel traffic: study

Research the southern resident population raises concerns over reproduction capacity

(Black Press Media files)
Transport Canada not budging on enclosed deck rules, despite calls from BC Ferries union

There have been at least 23 cases of the U.K. variant detected in Canada, four of which are in B.C.

The Elk Valley Hospital is adapting to meet the needs of patients in the Elk Valley.
1-in-5 COVID tests coming back positive in and around Fernie, sparking concern

Dr Ron Clark of Elk Valley Hospital said one in five tests was returning positive for COVID-19

Ralliers gather in front of the Cityviews Village apartment building in Maple Ridge to protest attempts to evict low-income tenants by the building owner. (Ronan O’Doherty - The News)
Tenants protest pressure tactics by new landlord at Maple Ridge apartment building

Protest held in front of Cityviews Village on 223 St. Tuesday to rally against low-income evictions

Throughout December, RCMP conducted CounterAttack road checks as police worked to keep roads free of impaired drivers. (BLACK PRESS file photo)
‘You can’t make this stuff up’: Stories from the B.C. CounterAttack campaign

Amusing, yes, but a reminder impaired driving affects ability to drive and to make good decisions

Snow is forecasted to appear in parts of Metro Vancouver this weekend. (Black Press Media files)
Snow forecasted for parts of Lower Mainland this weekend

Environment Canada is predicting flurries and snow from Saturday to Monday evening

Most Read