The explosive growth of sports gambling advertisements across Canada has sparked serious concerns about their impact on young viewers, particularly as these ads increasingly appear during family-friendly sports broadcasts and on social media platforms frequented by children.
As I walked through the Rideau Centre last weekend, I couldn’t help but notice several teenagers glued to their phones, discussing betting odds for the upcoming Senators game. This scene has become increasingly common in our community, and medical experts are now sounding the alarm.
Dr. Melanie Willows, an Ottawa-based addiction medicine physician at The Royal Ottawa Mental Health Centre, has emerged as a leading voice advocating for stricter regulations. In a recent study published in the Canadian Medical Association Journal, Dr. Willows and her colleagues documented the troubling normalization of gambling among Canadian youth.
“The current regulatory environment allows gambling operators to advertise during prime-time sports events when families are watching together,” Dr. Willows told me during our interview at her Ottawa office. “Children are particularly vulnerable to these messages that portray gambling as exciting, skill-based, and consequence-free.”
The statistics paint a concerning picture for Ottawa parents. According to the Canadian Centre on Substance Use and Addiction, approximately 30-35% of gambling revenue comes from the 4-5% of Canadians experiencing gambling-related harms. Perhaps more troubling, the Centre reports that teenage problem gambling rates are actually higher than those among adults.
Gambling ads now appear across virtually every platform accessed by young people. From television broadcasts of hockey games to social media feeds and even video games popular with children, the marketing reach is comprehensive and difficult for parents to monitor completely.
Local parent and community advocate Sarah Richardson shared her frustration at a recent Barrhaven community meeting. “My 12-year-old can recite betting app slogans word-for-word after watching Senators games with his dad. That’s not the kind of family bonding we had in mind.”
The volume of gambling promotion has increased dramatically since single-event sports betting was legalized in Canada in 2021. Prior to this change, Canadians could only place parlay bets (requiring multiple correct predictions), but the new legislation opened the floodgates for an industry now estimated to be worth billions annually.
Ontario led the way in creating a regulated market for private operators in April 2022. While other provinces maintain government monopolies on gambling, the advertising for these services remains largely unrestricted nationwide.
Dr. Willows points out that gambling advertising in Canada faces far fewer restrictions than tobacco or cannabis promotion. “We have strong protections limiting youth exposure to cigarettes and cannabis, yet gambling ads—which can trigger addiction that destroys lives—face minimal regulation despite their proven harm to vulnerable populations.”
The Canadian Radio-television and Telecommunications Commission (CRTC) provides some oversight of gambling advertisements, but critics argue these protections are insufficient given the rapidly evolving digital landscape where much of the marketing now occurs.
Federal MPs from several parties have begun calling for action. Ottawa Centre MP Yasir Naqvi recently addressed the issue during a community forum at the Glebe Community Centre. “We need to examine whether our current regulatory framework adequately protects young Canadians from being targeted by an industry that profits from addiction.”
Health professionals compare the current situation to tobacco advertising before comprehensive restrictions were implemented. Dr. Willows and other experts suggest several potential solutions:
“We need mandatory warning messages that are actually effective, restrictions on the use of celebrity endorsements that appeal to youth, and complete bans during broadcasts with significant youth viewership,” explains Dr. Willows.
The gambling industry maintains that they promote responsible gambling and don’t intentionally target minors. Industry representatives point to voluntary measures including age-verification systems and responsible gambling messaging.
However, a walk through any Ottawa neighborhood during hockey season reveals the ubiquity of these messages. From bus shelter advertisements to constant commercial breaks during game broadcasts, the marketing is difficult to avoid.
Local school counselors report increasing concerns. “We’re seeing students as young as grade 7 discussing odds and betting strategies,” notes Maria Kowalski, a counselor at an Ottawa middle school who requested her school not be identified. “They’re absorbing these messages even when parents try to limit exposure.”
For Ottawa families concerned about gambling advertising exposure, experts recommend open conversations about the realities of gambling odds and risks. Parents should explain that gambling companies ultimately profit because the games are designed for players to lose over time.
As our community continues to navigate this issue, the call for stronger regulatory protections grows louder. Dr. Willows emphasizes that early intervention is crucial: “The earlier someone starts gambling, the more likely they are to develop problems later in life.”
With Parliament back in session and growing public awareness, many Ottawa residents hope to see meaningful action that balances industry interests with the protection of young Canadians.
In the meantime, community organizations like Gambling Research Exchange Ontario and the Responsible Gambling Council offer resources for parents seeking guidance on discussing gambling risks with children and recognizing warning signs of problematic behavior.
As I left Dr. Willows’ office watching the autumn leaves fall along the canal, her parting words stayed with me: “This isn’t about prohibiting adults from gambling. It’s about protecting children from being groomed as the next generation of customers for an industry that profits from addiction.”
