Experts Advocate for Complete Ban on Sports Betting Ads in Canada

Author:

Olivia Phillips

|Published: February 3rd, 2024

As Ontario implements changes to restrict sports betting advertisements, Canadian experts argue that prohibiting the use of sports stars in these ads is insufficient and call for a comprehensive ban on all sports wagering commercials.

Concerns about the potential impact on children and youth have prompted calls for stricter measures.

The surge in sports betting ads in Canada followed the federal government's decriminalization of single-event sports betting in August 2021. Ontario subsequently launched an open iGaming sector for third-party operators, attracting numerous licensed private brands.

Bruce Kidd, a former Olympian and professor emeritus of sports policy at the University of Toronto, emphasized that studies from various countries indicate the vulnerability of young people to these ads, potentially leading to lifelong betting habits and future addiction risks.

Steve Joordens, a psychology professor at the University of Toronto – Scarborough, highlighted the connection between gambling and dopamine rushes, with ads designed to entice individuals to start gaming, now easily accessible through online platforms.

In response to concerns, the Alcohol and Gaming Commission of Ontario banned active and retired athletes, celebrities, and influencers from promoting betting services in the summer of 2023. However, Joordens noted that normalizing ads, particularly endorsements integrated into sports broadcasts can harm children.

A bill addressing the regulation of sports betting ads at a national level has been introduced to the Canadian Senate. Proposed by Sen. Marty Deacon, the bill aims to establish a national framework, restricting wagering commercials while supporting research for preventing and diagnosing minors engaged in harmful gambling activities.

While acknowledging the bill's potential, Kidd stressed the need for more comprehensive measures, including excluding these ads from broadcasts.