Key Moments:
- The Canadian Gaming Association asserted that strong regulation, rather than simply limiting advertising, is key to protecting young people from gambling harms.
- Bill S-269, introduced by Senator Marty Deacon, proposed national standards for gaming advertisements and awaits its first reading in the House of Commons.
- thinkTV CEO Catherine MacLeod stated at a recent summit that sports betting ads on television have declined annually since Ontario launched its iGaming market in 2022.
Industry and Medical Leaders Clash Over Ad Restrictions
The Canadian Gaming Association (CGA) responded to an op-ed recently published in the Canadian Medical Association Journal, which argued that the prevalence of sports betting advertisements during live sports broadcasts poses increased risks for young viewers, particularly as the NFL and NHL seasons generate higher viewership. The editorial stated that the legalization of online gambling in Ontario in 2022 has further raised concerns by making betting accessible through smartphones, intensifying worries about technology addiction among youth.
In its media statement, the CGA addressed these concerns by emphasizing that regulated markets, clear advertising standards, and strict age restrictions are more effective at minimizing gambling harms among young people than focusing solely on advertising content. The association highlighted Ontario’s protocols, which include barring access to anyone under 19, providing responsible gambling tools, and monitoring operator compliance with strict advertising guidelines.
Proposed National Standards and Legislative Developments
The medical journal’s editor, Dr. Shannon Charlebois, spotlighted the influence of sports betting ad saturation on developing minds. The editorial called for more stringent measures, such as limiting ads during games and removing them from social media platforms popular with youth. Charlebois referenced the growing issue of gambling addiction among young Canadians and pointed to Bill S-269 in Parliament as a step toward industry reform.
Bill S-269, introduced by Senator Marty Deacon, would have the Minister of Heritage consult with provincial governments, Indigenous groups, and gaming regulators to establish comprehensive national standards governing gambling ad content, airing times, and overall volume. The bill is awaiting its first reading in the House of Commons.
Ontario’s Regulatory Environment and Industry Response
The CGA highlighted Ontario’s regulated iGaming market, which has 50 licensed operators. The system enforces advertising and responsible gambling rules, such as restricting the use of athletes, clarifying the role of celebrities to avoid appealing to minors, and limiting mass-market promotions. Operators are required to train staff on responsible gambling practices and to provide resources for identifying and supporting individuals displaying problem gambling behavior.
The CGA further stated, “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.”
With Alberta expected to embrace a competitive regulated iGaming market as early as 2026, the CGA warned that removing advertisements alone would not eliminate gambling activity, citing more than two decades of unregulated online gaming access in Canada. The association also noted that the responsibility for how ads are presented rests with broadcasters and sports leagues, not the gaming companies themselves.
Sports Betting Ads Show Downward Trend in Ontario
Industry data suggest a declining trend in sports betting ads, particularly on television, since Ontario’s regulated market debuted in 2022. At the Canadian Gaming Summit in June, thinkTV CEO Catherine MacLeod commented, “It’s not, in my view, a problem with too much advertising. 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.” She emphasized that broadcasters and operators in Canada approach advertising with responsibility and perspective.
thinkTV, a marketing and research association, reviews all TV advertising for compliance. According to MacLeod, thinkTV cleared 35,000 advertisements per year and, as of June, had reviewed 88 gambling ads in 2023.
Ontario iGaming Regulatory Overview
| Aspect | Ontario Regulated Market Details |
|---|---|
| Number of Licensed Operators | 50 |
| Age Restriction | 19 and over |
| Ad Regulations | Restrictions on athlete/celebrity use, no mass-market bonuses, staff training mandated |
| Responsible Gambling Measures | Player safeguards, support for suspected problem gambling, identification protocols |
- Author
Daniel Williams
