A Sobering Reality
For Teddy Wojtowicz, watching sports on TV has become a painful experience. The constant stream of betting ads triggers memories of his past struggles with gambling addiction. "It's like they're speaking directly to me," he says, recalling the temptation to download apps and place bets.
Wojtowicz is one of many Canadians who have experienced the negative impact of unregulated sports betting ads. The proliferation of these ads has led to a tsunami of triggers for former gamblers like him. "I'm not alone in feeling this way," he adds, hoping his story will raise awareness about the dangers of unchecked mobile marketing.
Unlicensed but Easily Accessible
Sports betting brands that aren't licensed in Manitoba can still be easily accessed by Canadians. This has led to concerns about the potential harm caused by unregulated gambling operators. "The possibility of harm to bettors where they're completely unregulated and unsupervised is a major concern," says Bruce Kidd, chair of the Campaign to Ban Ads for Gambling.
A Global Problem
Several countries have taken measures to reduce or prohibit sports betting advertisements in their jurisdictions. Italy, Norway, Australia, and Spain are just a few examples. However, Canada has failed to implement similar mitigation strategies. "There were other jurisdictions telling Canadian sports leaders for years about the harms of sports betting," Kidd notes.
The Cost of Unchecked Mobile Marketing
The legalization of single-event sports betting in Canada has contributed to the proliferation of gambling ads. A Deloitte analysis estimated that Ontario's regulated iGaming market sustained nearly 15,000 jobs and generated $1.24 billion in government revenues. However, the cost of unchecked mobile marketing is a concern many experts share.
The Impact on Problem Gamblers
Data from Shared Health shows that the number of calls to the Problem Gambling Helpline has decreased in recent years. However, the rate of calls about online gaming specifically has risen from 10 per cent in 2019-20 to 40 per cent in 2024-25. This suggests that the rise of unregulated sports betting ads may be contributing to a spike in problem gambling.
A Call to Action
Senator Marty Deacon has brought forward a bill requiring the Canadian heritage minister to develop a national framework for sports betting advertising. She also co-authored a letter calling for an outright ban on sports betting advertising in Canada. "Canadians across the country are being exposed to ads for companies only Ontarians can legally bet in," she says.
What's Being Done?
Glen Simard, the provincial cabinet minister responsible for Manitoba Liquor & Lotteries, acknowledges that regulating online gaming is a complex issue. However, he emphasizes the need for a national approach to address the concerns raised by unregulated sports betting ads.
The story of Teddy Wojtowicz serves as a poignant reminder of the importance of addressing the negative impact of unchecked mobile marketing. As the Canadian government continues to grapple with the complexities of regulating online gaming, it's essential that policymakers prioritize the well-being of Canadians and take steps to reduce the triggers that can lead to problem gambling.