Earlier this month, the CRTC announced new rules that could allow Canadians to see U.S ads during the broadcasting of the Super Bowl.

Canadian broadcasters have been swapping out the sought-after American ads, deemed by the CRTC to be “an integral element of the event” and replacing them with Canadian ads during the Super Bowl.

The Super Bowl is the most-watched television event each year, in Canada, and the substitution, called Simsub, temporarily replaces the American signal used to show the game with that of a local channel, in order to show local ads.

The CRTC says that it receives around 100 complaints each year about the lack of American ads shown on T.V during the Super Bowl in Canada.

“The CRTC considers that not allowing simultaneous substitution during the Super Bowl is in the public’s interest,” a spokesperson from the CRTC stated to financialpost.com. “The CRTC will respect the court’s decision when it is issued.”

Whether or not the ruling remain in effect until Super Bowl 2017 winds up on our T.V screens though, remains undetermined.

Bell Media and the NFL have both challenged the new ban in Federal Court of Appeal, and a ruling will be decided over the coming months.

In Canada’s support, Bell has argued that advertising revenue gathered during the broadcast of the mega-game in Canada has contributed millions of dollars to Canadian programming.