According to the Canadian Gaming Association (CGA), advertising, particularly on television, has less of an impact on the risks associated with problem gambling than lax regulatory frameworks and the failure to monitor unregulated operations.

NFL Season Increases Sports Betting

In a statement to the media this morning, the CGA contested an opinion piece published in the Canadian Medical Association Journal on Monday, claiming that sports betting advertisements are too common during sporting events, especially when the NFL is back in action and the NHL season is about to begin, making it alluring to young people.

“The legalization of online gambling (iGaming) in Ontario in 2022 turned any smartphone into a betting platform, compounding existing epidemics of technology and social media use addiction,” the article said.

In response, the CGA stated that a regulated environment with checks and balances in place—such as limiting advertising and, in Ontario's case, prohibiting anyone under the age of 19 from accessing gaming sites—as well as providing a comprehensive range of resources to assist those who are struggling with problem gambling are what truly protect young people.

CGA Response

“Gambling has been a part of daily life for decades, serving as a form of entertainment, social interaction, and economic activity,” the CGA said in the statement sent to Casino.org. “While gambling can have risks, its impact depends on regulation and individual circumstances. As gambling becomes more embedded in digital platforms and everyday experiences, oversight and regulation are important to reduce potential harm. The CGA has encouraged provincial governments to strengthen regulatory frameworks to address issues related to unlicensed operators.”

According to Dr. Shannon Charlebois, editor of the Canadian Medical Association Journal, the deluge of advertisements normalizes gambling because children's and teens' brains are still developing. As a result, young individuals form habits that last into adulthood.

Adolescents Developing Negative Habits

Charlebois demanded that advertisements be prohibited on youth-oriented social media sites and limited during games.  She also mentioned how many names of sports betting sites are displayed, for instance, on football fields, hockey rink boards, and the ice itself.

According to the article, gambling addiction is a problem that is becoming worse, particularly among young people.

Charlebois mentioned how a new national advertising bill for Canada's gaming industry would be beneficial, and the industry responded favorably.

The Canadian Senator Marty Deacon is the sponsor of Bill S-211, formerly known as Bill S-269, which asks the Minister of Heritage to create new national guidelines for gaming advertising that address the content, timing, and quantity of advertisements.

The National Advertising Bill

To establish the new framework, the Minister would start a conversation with provincial legislators, Indigenous organizations, and gaming authorities.

MPs will be back in the House of Commons this Monday for the first time since June, and the Bill is awaiting first reading.

The CGA cited Ontario's regulated online gaming market, which currently has 50 licensed operators. These operators are required to abide by advertising and responsible gambling regulations, which include removing athletes and providing clarification on the use of celebrities in advertising to avoid attracting minors.

In addition to prohibiting the widespread promotion of bonuses and inducements, Ontario mandates that employees of online gaming companies who deal with consumers receive training on how to spot and handle individuals who exhibit symptoms of problem gambling.

Regulatory Guardrails

“Our position has consistently been that discussions surrounding advertising should be ongoing and informed by evidence-based research. Furthermore, we maintain that a robust regulatory framework must encompass comprehensive measures aimed at educating and safeguarding players.”

Alberta will probably introduce a competitive, regulated igaming sector in early 2026, following Ontario's lead.

“Prohibiting advertising will not eliminate this activity. For over two decades, Canadians have had unrestricted access to unregulated online gaming and disregarding the existence of such activities or purporting that advertising is the cause of problem gambling would be unrealistic – and naïve.” 

The CGA stated in the statement that the discussion surrounding advertising is based too much on emotion.  Additionally, the CGA stated that the gaming industry has no control over how sports betting advertisements or in-game content related to betting are presented.  Sports leagues and broadcasters have their own rules and regulations regarding where, when, and how advertisements are displayed.

CGA: A drop in gaming advertisements

The amount of sports betting advertising, particularly on television, has been declining, according to the CGA for months.  ThinkTV CEO Catherine MacLeod stated that since Ontario's market opening in 2022, the amount of gaming advertising has decreased annually during a panel discussion on the subject at the Canadian Gaming Summit in June.

“It’s not, in my view, a problem with too much advertising,” she said. “If you want to reach kids, the last place you want to be is on television. This idea that every kid is watching television is just so antiquated.”

ThinkTV is a marketing and research organization that helps agencies and advertisers get the most out of TV advertising.

“I think that we’ve got a lot of 55, 60 year olds who are concerned on behalf of their children about what’s going to be on the air,” she said. “I have yet to meet a broadcaster, or a gaming operator, who doesn’t, on the surface, want to do the right thing. Overall it’s a very responsible group of people when it comes to advertising. We have to keep this in perspective.”

According to MacLeod, thinkTV approves 35,000 advertisements annually.  The group had removed 88 gambling advertisements as of June of this year.