That word you keep using...

I do not think it means what you think it means.

Larry Borsato says that Canadian cable companies are stealing content by inserting their own commercials into programs such as the Super Bowl, instead of showing the US commercials. That's the loosest definition of stealing I've heard in a while.

Perhaps Larry should give this a read.

I'm watching the Super Bowl so why don't I get to see the American ads?

In many cases, the ads for a given product aired in Canada and in the U.S. are the same. Reasons for those that aren't being aired in Canada, include: the American advertisers not purchasing commercial air-time from Canadian stations who have purchased the rights to air the Super Bowl; and the American products advertised are not available for purchase in Canada.

What is signal substitution?

Signal substitution most often involves substituting a Canadian signal for an American one. As a result, the viewer will see the program in its entirety but from a Canadian source.

During the Super Bowl, for example, Canadian broadcasters sell advertising time to be included in the Canadian feed of the program and replace the ads Americans see at home. This permits Canadian stations that buy the exclusive rights to air the Super Bowl in Canada, to benefit from the sale of commercial advertising during the airing of the program.

And if that's not good enough for you Larry, you can file a complaint.

How to file a broadcasting complaint.