New research on sports betting advertising linked to negative impacts on young men

Sports betting ads are as ubiquitous as they are effective, and young Canadians are bearing the cost

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.

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. More than half drink alcohol while betting, a combination that further increases risk.

Sports betting harm among young men is a public health issue. The evidence 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.

Explore the Findings

[Read the Press Release] | [View the Full Findings]

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.