Online casino and sports betting ads have become a common sight during sports broadcasts in Canada, especially in Ontario, which has become a central hub for these activities. The integration of gambling-related messaging into sports, particularly within NHL and NBA broadcasts, has led to growing concern about the increasing normalization of betting in mainstream sports. A University of Bristol study, combined with CBC's Marketplace research, found that during seven NHL and NBA matches, over 4,100 gambling messages were identified. This amounted to nearly five messages per minute during these events, highlighting the overwhelming presence of these advertisements.
Through television ads, in-game promotions, and social media, audiences are frequently exposed to various forms of betting. The study also revealed that 93.9% of all gambling messages were seen on playing surfaces or advertising hoardings, making these ads a regular part of the sports viewing experience. In contrast, only 2.6% of messages focused on harm reduction, raising ethical concerns about the heavy volume of these advertisements, especially considering that children and young adults form a substantial portion of the audience.
Ontario’s Regulated Market and the Boom in Gambling Ads
Ontario's launch of a regulated market in April 2022 stands out as a significant factor in the increase in gambling ads. This regulation legalized private gambling companies in the province, dramatically expanding the online sports betting and casino market. Revenues for gambling companies in Ontario have surged during this period, with figures quadrupling from $162 million to over $658 million between June 2022 and December 2023. This financial growth has intensified competition among companies seeking visibility during high-profile sports broadcasts.
Prominent platforms such as FanDuel and Sports Interaction have become regular features of Canadian sports broadcasts. The regulated market in Ontario has given these brands tremendous exposure through TV ads, in-game displays, and major sponsorships during NHL and NBA broadcasts. FanDuel, for instance, accounted for more than one-quarter of all gambling messages across the matches analyzed, indicating its dominance in these broadcasts.
Similarly, platforms like BetMGM Casino have capitalized on in-game ads, perimeter displays, and endorsements from popular athletes to boost their brand presence. This heightened competition ensures a continuous stream of online casino and sports betting advertisements during Canadian sports coverage, embedding these messages into the viewing experience.
The Economic Impact of Online Gambling Growth
The increasing prevalence of gambling ads coincides with the rapid growth of Canada’s gambling market. The online gambling sector is projected to reach $5.71 billion by 2029, fueled by an average growth rate of 6.39% between 2024 and 2029. Within this broader market, the online sports betting sector is expected to grow even faster, with an annual growth rate of 8.52%, hitting $1.49 billion by 2029.
Current data already reflects these trends. Players in Ontario alone wagered over $17 billion in the third quarter of 2022/23, demonstrating the substantial economic impact of this burgeoning industry. These figures underscore why companies are heavily investing in advertising during Canadian sports broadcasts to capture a growing audience base.
Public Backlash Against Gambling Ads
Despite the booming numbers, gambling ads have faced significant controversy. Public opinion surveys reveal increasing negativity toward these advertisements. A Maru inquiry discovered that 68% of Canadians supported banning current players and celebrities from appearing in gambling ads, while 66% believed such ads should not air during live games. Over half (59%) of respondents favored banning these ads altogether across Canada, citing concerns about their impact on younger audiences.
The gender disparity in gambling ads has also drawn criticism. A study by the University of Bristol and CBC found that 98% of individuals featured in gambling ads were men, with 79% aged 18 to 34. These findings raise questions about inclusivity and representation in the industry. Furthermore, nearly half of all social media gambling ads were not explicitly labeled as advertisements, raising concerns about regulation and transparency. With less than 3% of total ad exposure focused on harm reduction, there are growing calls for stricter oversight and better safeguarding measures for younger viewers.
Blurring the Line Between Sports and Gambling
The increasing integration of gambling advertisements into sports broadcasts has raised ethical questions. Marketing experts like Markus Giesler, a professor at York University, have pointed to the deepening ties between sports and gambling ads, which blur the boundaries between entertainment and wagering. Dr. Jamie Wheaton from the University of Bristol echoed these concerns, emphasizing that younger viewers might come to see gambling as an inherent part of sports, given its pervasive presence during broadcasts.
While the saturation of gambling ads reflects broader market dynamics, the lack of harm reduction messaging and the potential influence on vulnerable demographics, such as children and teenagers, highlight significant ethical challenges. These questions about advertising transparency and audience safety will likely shape future regulations governing gambling promotion in sports.
Conclusion
The rise of online casino and sports betting ads during Canadian sports coverage reflects the growing influence of the gambling industry in mainstream entertainment. While the economic benefits are clear, with billions of dollars flowing into the Canadian gambling market, the ethical concerns surrounding these ads’ impact on vulnerable audiences cannot be ignored. The overwhelming presence of gambling messages, coupled with insufficient harm reduction efforts, underscores the need for stricter regulations and responsible advertising practices. As public opinion shifts toward greater restrictions, policymakers and industry leaders must find a balance between fostering market growth and protecting audience welfare. Addressing these concerns will be crucial in shaping the future of gambling promotion in Canadian sports.
