Gambling advertisements in sports are not a novelty. However, after the federal government legalized single sports betting in 2021, doors were opened for advertisements aired during hockey matches, on social media platforms, and on the internet. Research conducted in many countries has shown that young people are influenced by these advertisements to engage in gambling.
According to Professor Bruce Kidd, a former Olympian and retired professor of sport policy at the University of Toronto, research conducted by Ipsos Mori and the University of Stirling in 2020 found that even one month of exposure to gambling advertisements increases the likelihood of individuals aged 11 to 24 engaging in gambling later on. This is why Kidd initiated the Campaign for a Ban on Gambling Advertisements, in which supporters, including three-time hockey father Karl Subban and Olympic medalist Clara Hughes, demand a ban on these advertisements.
According to Professor Steve Joordens, a psychologist at the University of Toronto – Scarborough, the key issue related to gambling is the fact that it is associated with random rewards and dopamine release. Advertisements may be targeted at encouraging the first step towards gambling without the need to go to a casino.
Opponents of the ban on gambling advertisements in sports argue that there are already “reasonable” standards regulating the advertisements of other products. However, Joordens warns that due to the prevalence of sports betting-related advertisements, children may be at risk because these advertisements are so “integrated” with sports broadcasts that they become a natural step following their beloved sport.
Kidd believes that prohibiting the use of celebrities and athletes in gambling advertisements is a good step, but further actions are necessary, such as removing these advertisements from television broadcasts. In Canada, there are varying degrees of regulation in different provinces, so there is also a proposal to create nationwide regulatory frameworks for gambling advertisements. Previous studies have shown that gambling advertisements can have a negative impact on young people and their financial and mental health.
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