According to the Senator that's introduced the bill, the ads are too misleading and there are too many of them running, at a time when some are already addicted to gambling. 

It's called "An Act respecting a national framework on sports betting advertising."

As its name suggests, the legislation would force the federal government to craft national guidelines for the marketing of online sportsbooks to Canadians. And, among other things, that guidance could propose ways of "limiting the number, scope or location" of those ads. 

Canadian Senator Renews Push for National Sports Betting Ad Rules