CGA: How to Effectively Protect Young People from Sports Betting Harms?
CGA: Do You Really Want to Protect Young People from the Risks of Sports Betting?
Key takeaways for mastering sports betting:
- Op-ed claims abundant sports betting adverts pose risks to youth.
- Canadian Gaming Association (CGA) asserts existing advertising regulations are effective.
- Proposed national advertising bill aims to impose stricter regulations on gaming ads.
The Canadian Gaming Association (CGA) argues that the primary threats associated with problem gambling are due more to insufficient regulatory supervision rather than advertising—in particular sports betting advertising that proliferates on television.

Sports Betting Further Intensified During NFL Season
The CGA issued a prompt rebuttal to an op-ed published in the Canadian Medical Association Journal that warned about the excessive presence of sports betting ads on broadcasts. This surge is particularly significant now, coinciding with the return of the NFL and the anticipation of the NHL season, which makes these ads more appealing to younger audiences.
The op-ed stated, “Since the legalization of online gambling (iGaming) in Ontario in 2022, smartphones have effectively become platforms for betting, further exacerbating existing issues related to technology addiction.”
In response, the CGA emphasised that a robust regulatory framework—with safeguards to limit access for individuals under 19 years of age—is essential in safeguarding youth. They also highlighted the range of support tools available for those grappling with gambling issues.
Official Stance from the CGA
“For decades, gambling has been a standard part of life, providing entertainment, social interaction, and economic benefits,” the CGA remarked in their statement. “While there are inherent risks associated with gambling, these risks often hinge on regulations and specific circumstances. As gambling increasingly intersects with digital platforms and daily life, it’s imperative that we bolster oversight and regulation to mitigate potential harms. The CGA advocates for provincial governments to fortify regulatory frameworks to tackle challenges related to unlicensed operators.”
Dr. Shannon Charlebois, the journal’s editor, noted that the continuous deluge of gambling advertisements serves to normalise gambling for children and teenagers, leading to the development of habits that persist into adulthood.
Impact on Youth Habits
Charlebois has urged for a complete ban on gambling ads during games and their removal from social media channels frequented by younger audiences. The op-ed also pointed out the visibility of gambling platform names on hockey rink boards and football fields, intensifying the impact.
Moreover, Charlebois mentioned a national advertising bill directed at the gaming industry that has garnered substantial media attention, aimed at regulating the content, timing, and frequency of such ads. Bill S-211, previously known as Bill S-269, is spearheaded by Canadian Senator Marty Deacon and is designed to initiate discussions with provincial lawmakers and other stakeholders to formulate a more robust advertising framework.
Proposed Advertising Bill
The bill is currently awaiting its first reading in the House of Commons as lawmakers reconvene. The CGA has cited Ontario’s regulated igaming sector, which currently comprises 50 licensed operators, each obligated to adhere to specified advertising and responsible gambling protocols, including restrictions on featuring athletes and the use of celebrity endorsements to appeal to minors.
Ontario has also implemented guidelines that govern mass advertising of bonuses and incentives, alongside mandatory staff training for operators interacting with customers, ensuring they can effectively identify and assist players displaying signs of problem gambling.
Effective Regulatory Measures
“We believe that conversations about advertising must be ongoing and grounded in empirical research. Additionally, a solid regulatory structure should include comprehensive strategies for educating and protecting players,” the CGA stated.
Alberta is expected to follow suit, launching its competitive regulated igaming market likely by early 2026.
“Simply prohibiting advertising will not eradicate the activity. Canadians have been exposed to unregulated online gaming for over two decades; therefore, ignoring its existence and suggesting that advertising is the culprit behind problem gambling is both impractical and oversimplified,” stated the CGA.
The CGA further clarified that the ongoing advertising debate tends to be driven by emotional responses rather than factual analysis. The gaming sector does not have any control over the scheduling or presentation of sports betting commercials, as these decisions are governed by broadcasters and sports leagues, which have their own regulations surrounding when and how ads are broadcast.
Decreasing Trends in Gaming Ads
For months, the CGA has maintained that the prevalence of sports betting advertising, particularly on television, is witnessing a downward trend. Catherine MacLeod, CEO of thinkTV, noted at the Canadian Gaming Summit in June that the volume of gaming advertisements has declined annually since the launch of Ontario’s market in 2022.
She stated, “In my opinion, the issue isn’t an overabundance of advertisements; if reaching kids was the objective, TV would be the last medium to utilise. It’s an outdated perspective to think that every child watches television.”
thinkTV is an association that aids advertisers and agencies in optimising the effectiveness of television promotions.
MacLeod mentioned that as per their statistics, thinkTV evaluates around 35,000 advertisements annually, with only 88 pertaining to gambling as of June this year.
Conclusion
This discussion not only sheds light on the existing concerns pertaining to youth and gambling but also highlights the balance required between responsible advertisement and regulatory measures. As the conversation continues, engaging various stakeholders will be crucial in ensuring that advertisements do not undermine the necessary safeguards.




















