Ontario eyes gambling ad restrictions ahead of World Cup surge
Government officials and advocates worry the FIFA tournament will intensify gambling advertising and worsen problem gambling rates that have skyrocketed since online iGaming opened in 2022.
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Ontario's tourism minister is considering further restrictions on gambling advertising, concerned the FIFA World Cup will trigger a spike in ads and problem gambling.
Stan Cho said big sporting events historically see a surge in gambling activity that particularly affects those already struggling. The Responsible Gambling Council reserves ad spots during major events, but advocates want the province to go further — including banning online gambling ads altogether.
Liberal MPP Lee Fairclough introduced a private member's bill this year to ban online gambling advertising. Since Ontario opened its doors to private iGaming in 2022, she said, "our screens have been hijacked by a relentless cycle of 'risk-free' bets, bonus codes and celebrity endorsements."
Data backs the concern. The rate of adolescent boys and men reaching out to ConnexOntario — a government-funded service for mental health, addiction, and gambling problems — for gambling issues has skyrocketed since 2022. Fairclough read a letter from someone who fell into deep financial and mental distress through online gambling, writing: "I was drowning financially, mentally and physically — and I couldn't stop."
Bruce Kidd, a former Olympic runner and professor emeritus at the University of Toronto now advocating with Ban Ads for Gambling, said the World Cup will magnify the volume and sophistication of gambling ads many times over. A survey by the Chartered Professional Accountants of Canada found more than one in four respondents who gamble said advertising influenced them to place a bet.