Safer gambling advocates in Canada spoke of their alarm after an Ontario helpline reported an uptick of more than 300% in contacts since the province allowed private online gambling.
A study by researchers on behalf of the Canadian Medical Association Journal argues the evidence suggests a revamp is required in harm-reduction measures in the region.
Helpline received more than 745,000 contacts
Ontario’s free-to-call ConnexOntario, a confidential and 24/7 service that helps people in Ontario navigate mental health, addiction, and problem gambling, saw close to three-quarter-of-a-million calls over a 12-year period, the study found, 37,000 of which were related to gambling addiction.
The research highlighted two notable upticks with contacts pertaining to gambling addiction. In 2015, the introduction of PlayOLG, a controlled, government-regulated alternative to grey market online gambling websites, saw the number of calls rise. There was also another rise in calls with the introduction of private online gambling in 2022.
Among males aged 15 to 24, the average monthly outreach rate per million people increased by 317% compared with the period before PlayOLG launched and before private online gambling was introduced.
The research also reported a 108% increase among men aged 25 to 44 during the same timeframe. Before those policy changes, the study noted that outreach rates had remained relatively steady.
Gambling advertising needs to be reined in, say safety advocates
Co-author of the study, Dr. Daniel Myran, who is also a research chair at North York General Hospital, believes the province needs to re-examine the laws around gambling advertising.
He said: “I think that we need to think very carefully about who these ads are reaching and the messages that they’re conveying. And I think we need move to place restrictions on them because they’re right now occurring in venues that are widely seen by youth,
“When we see that the visits or the contacts have really gone up in young men, I think that this is exactly who’s being targeted by the advertisements and who’s going to be placing sports bets.”
From April 2022, when private online gambling launched alongside a wave of new advertising, to August of last year, the number of active player accounts per 100,000 people aged 15 and older climbed from about 2,160 to more than 7,300, a roughly 239% increase.
In response to the study, the Alcohol and Gaming Commission of Ontario, which regulates gambling in the area, said in a statement they have “some of the strongest advertising and promotional rules in North America,
“Within the regulated market, the AGCO requires operators to meet strict standards, including actively monitoring player behaviour, identifying signs of risk or harm, and intervening with tailored supports when concerns arise.”
Senators urge advertising cuts in letter
A petition letter addressed to Canadian prime minister Mark Carney in November last year, which was signed by 40 senators, called for the complete abolition of gambling advertising.
In the document, it states: “People of all ages (are) exposed to a constant stream of advertisements promising a ‘premium gaming experience’ and urging them to turn their phone into a pocket-sized casino,
“We are asking for a ban on all advertising for sports gambling apps and websites. Such a measure would be similar to the advertising ban for cigarettes, and for the same reason: to address a public health problem.”
In October, Ontario’s Sen. Marty Deacon said lawmakers share responsibility for the surge in advertising after Parliament legalized single-game sports betting. She said advancing Bill S-211 to the House of Commons would help address the issue.
If passed, the bill would require the federal heritage minister to develop a national framework for sports betting advertising. The plan could restrict where and how ads appear, limit their frequency, or bar athletes and celebrities from promoting betting platforms. Deacon said the legislation does not mandate a full ban, though measures such as a “whistle-to-whistle” ad blackout during games could be considered.
The bill must still clear the House of Commons before becoming law, where it could face tougher scrutiny than it did in the Senate. If adopted, the framework would mark the first coordinated federal approach to regulating sports betting advertising in Canada.
For advocates and researchers behind the study, the rise in helpline contacts signals a need for closer oversight as the country’s online gambling market continues to expand. They argue that without stronger safeguards, the rapid growth of betting platforms, and their marketing reach, could continue to drive gambling-related harm, particularly among younger Canadians.
