Canada Faces Rising Sports Betting Ad Concerns

The expansion of online sports betting in Alberta has renewed concerns about the growing presence of gambling promotions and the possible effects on public health.

Alberta opened its online gambling market to private operators on July 13, following Ontario’s decision to do the same four years earlier. The move has increased calls for stronger rules around betting advertisements and measures aimed at reducing gambling-related harm.

The issue has gained attention from researchers and families who say sports broadcasts have become closely linked with gambling promotions. Parents have raised concerns about children being exposed to betting messages while watching major sporting events.

A growing number of Canadians now encounter gambling advertisements during games, including promotions shown during broadcasts and on sports equipment. Critics argue that the increased visibility of these ads may encourage more people to place bets, particularly on fast-paced options such as in-game betting.

Alberta’s Market Expansion Raises New Concerns

Ontario’s online gambling experience has become a major point of discussion as Alberta moves forward with its own private market. Data from iGaming Ontario shows that average spending per player account reached $329 per month, compared with $158 per month when the market began. The figure represents average losses rather than total wagers.

The losses have raised questions about whether current protections are strong enough. Based on household income figures, some researchers say gambling losses above a certain level can create financial risks for families.

Online gambling also creates different challenges from traditional betting. Mobile apps allow people to place wagers quickly and privately from almost anywhere. Sports bettors can now make repeated bets during a single event, including predictions about specific moments in a game.

Researchers have compared this type of betting with highly repetitive forms of gambling because users can continue placing wagers throughout a match.

Young Consumers Face Increased Gambling Risks

Concerns about sports betting have become especially focused on young men. ConnexOntario, a helpline that supports people dealing with addiction and mental health concerns, recorded higher demand for gambling-related assistance after legalization.

Among men aged 25 to 44, the average number of gambling-related calls nearly doubled between the period before legalization and the period afterward. Calls involving boys and men aged 15 to 24 increased by 161 per cent.

Research from the United States has also linked online sports betting with financial difficulties, including lower credit scores, reduced credit limits, increased borrowing and more bankruptcies. The impacts were stronger among young men and people living in lower-income communities.

Researchers have also examined the wider effects of gambling losses. At a level where someone spends 3.5 per cent of their income on gambling, studies found higher chances of relationship problems, emotional or psychological difficulties and health concerns compared with people who spend less than 0.1 per cent.

Calls Grow for Tighter Advertising Rules

The growth of sports betting advertising has become a central part of the debate. Gambling companies spend heavily on advertising because promotions can increase customer activity.

Some policymakers have questioned whether the current approach gives enough attention to the risks linked with gambling. The law that allowed single-event sports betting was intended to move activity away from illegal and offshore operators, but concerns have emerged about whether advertising has expanded demand.

Several proposals have been raised to address the issue. Some policymakers want sports betting advertisements handled similarly to restrictions placed on alcohol, tobacco and cannabis advertising.

Other recommendations include banning ads for in-game betting and limiting gambling promotions during sports broadcasts. The United Kingdom has introduced a “whistle-to-whistle” restriction that prevents many gambling advertisements during live sports coverage.

Officials have also discussed improving public warnings about gambling risks. Current messaging in Ontario tells players to “Know your limit. Play within it.” Critics argue that stronger warnings could better explain the possible financial and personal consequences.

Another proposal would require gambling companies to contribute funding toward research, prevention programs and treatment services based on their advertising spending.

Alberta has promised to create a centralized option that allows players to exclude themselves from all online gambling apps. Ontario introduced a similar measure in May.

Federal lawmakers are also considering legislation that would create a national framework for sports betting advertising. Advocates say stronger protections will be needed as online gambling continues to expand across Canada.

Source:

Canada Debates Betting Ad Restrictions, casinoreports.ca, July 29, 2026.