New research finds that one in five sports bettors in Ontario and Alberta are men under 30, raising concerns amid a growing body of evidence linking sports betting advertising to negative impacts on young Canadians. Conducted in partnership with Toronto Metropolitan University and led by TMU Psychology Professor Andrew (Hyounsoo) Kim, the University of Bristol, Brock University, University of Massachusetts Amherst, and University of Calgary, with Greo Evidence Insights as a key partner, the research was funded by the Canadian Institutes of Health Research and the Alberta Gambling Research Institute.
"Sports betting has never been more accessible, or more aggressively marketed in Canada as it is today. For young men who are being bombarded with ads that are geared towards normalizing online gambling, the consequences are playing out in real time. Reversing these trends will require decisive action from policymakers to implement stronger protections for Canadians," said TMU Psychology Professor and Canada Research Chair in Addictions and Mental Health Comorbidity Andrew (Hyounsoo) Kim.
Today's sports betting ads aren't banner ads. They're algorithmically targeted, timed to live events, embedded in social feeds, and designed to prompt in-the-moment decisions. The sophistication of the commercial environment has rapidly outpaced consumer protections. In fact, 77% of young men are exposed to betting advertisements on a weekly basis, with 60% reporting that these ads influence their betting behaviour. Responsible gambling ads are an insufficient countermeasure, with 60% saying responsible gambling messages have had little to no impact on reducing their betting habits.
The study of more than 1,800 sports bettors in Ontario and Alberta found that men under 30 experience over 50% greater gambling-related harm and 44% higher anxiety compared to the broader sports betting population. And more than half drink alcohol while betting, a combination that further increases risk.
"This study reinforces patterns we've been observing: sports betting advertising is widely reaching young men in Canada, and the associated harms are significant. Increasing awareness is important, but it must be matched with policy responses that recognize gambling harm as a public health concern," said Matthew M. Young, Chief Research Officer at Greo Evidence Insights.
Ontario does not yet treat gambling as a public health issue to the same extent as substance use. Compared to alcohol and cannabis, there are fewer regulations and weaker policies, particularly around advertising. Similarly, there is currently no federal legislation governing gambling advertisements, unlike other addictive substances. As a result, gambling is less widely recognized as a public health concern.
Sports betting harm among young men is a public health issue. The study provides clear evidence that points toward a need for policy solutions, including a closer look at advertising frequency, placement during live sports, and promotional offers that reach vulnerable groups.
Read the full findings in the fact sheet.
