Gambling Ads Causing Harm to Children, Canadian Doctors Say

^{A BetMGM ad starring Wayne Gretzky. Canadian doctors warn that pervasive advertising for sports betting websites and platforms during sports broadcasts is exposing children to unhealthy gambling messages. (Screenshot: BetMGM / YouTube)}

An editorial published by the Canadian Medical Association Journal (CMAJ) on Monday, Sept. 8 argues that pervasive advertising for sports betting during sporting event broadcasts is doing harm to children, even if regulated sites prevent young people from gambling. 

The editorial, written by CMAJ medical editor Dr. Shannon Charlebois and Dr. Shawn Kelly of the Canadian Society of Addiction Medicine Policy Committee argues in favor of national standards for gambling advertising to reduce how frequently youth see such messages.

Doctors Criticize ‘Weak Efforts’ of Provincial Governments

The doctors noted that studies that took place before the advent of single-game sports betting in Canada showed that about 4% of Ontario high school students showed symptoms of low to moderate gambling problems, while 2% reported behaviors consistent with gambling addiction. As other studies have found, the existence of responsible gambling messages doesn’t seem to be turning gamblers away from these behaviors.

“Recognizing that youth are particularly vulnerable to the messaging of betting as an augmentation of spectatorship, in 2024 the Alcohol and Gaming Commission of Ontario banned online gambling ads that feature athletes and celebrities,” the doctors wrote. “However, within days, commercials with celebrity athletes promoting ‘responsible gaming’ features of sports betting platforms were released to sidestep the ban.”

The doctors say that a nationwide approach is needed to regulate gambling advertisements, given that provincial governments only put forth a “weak effort” in regulation since they can make significant revenue from online gambling. 

“Canadian jurisdictions should act to eliminate all commercials that promote sports betting during broadcasts where minors are likely to see them,” the doctors write. “Legislation at the federal level is required given that piecemeal interventions by jurisdictions are likely to be ineffective. Canadian Bill S-211, which passed its second reading in the Senate on June 12, 2025, provides for the development of a national framework to regulate sports betting advertising and set national standards for the prevention of risk for people negatively affected.” 

Studies Highlight Prevalence of Sports Betting Ads

Additionally, a recent study from the University of Bristol dove into just how prevalent sports betting logos and marketing materials were during US game broadcasts. Researchers found that viewers of the 2025 Stanley Cup Finals saw logos or advertisements for betting brands approximately 3.5 times each minute. Notably, that was a far higher rate than in the 2025 NBA Finals, which showed viewers 0.26 gambling references per minute.

“There’s no limit on how many of these ads can be placed within a sports broadcast or how long they can be,” Charlebois said in an interview, via the CBC.

Gambling advertising has become a flashpoint in the debate over iGaming in recent months, especially in relation to how messages may impact children. In the UK, GambleAware recently called for temporary restrictions on gambling marketing due to how frequently children are exposed to the messages, while the proposed federal SAFE Bet Act would ban all gambling advertising on television during live sporting events and from the hours of 8 am to 10 pm.