After a three-month break, the Canadian Senate resumed discussions on regulating gambling ads, focusing on protecting young people from exposure. On September 24 and 25, the Transport and Communications Committee examined Bill S-269, known as the National Framework on Advertising for Sports Betting Act. The bill aims to establish a unified approach to regulating sports betting advertisements nationwide, particularly targeting their impact on minors and problem gamblers.

The debate highlighted growing concerns about the rise of sports betting ads, especially on social media, where they are easily accessible to younger audiences. This follows the 2021 expansion of gambling laws in Canada, which many believe lawmakers may have underestimated, given the evolving digital landscape.

Learning from Global Examples

Lord Michael Grade, chair of the UK House of Lords’ Gambling Industry Committee, testified at the hearings, offering a warning to Canadian legislators. He stressed that Canada should avoid the mistakes made in the UK, where gambling operators have used smartphones and social media to target vulnerable individuals. Grade urged Canada to adopt stronger regulations, drawing from international case studies, and not fall into complacency as the UK did.

Social Media as a Growing Concern

Alberta Senator Paula Simons voiced concerns about how online gambling, particularly through social media, has become ingrained in daily life. She argued that when sports betting was legalized in 2021, many did not foresee the ramifications in an increasingly digital world. Other witnesses echoed this concern, emphasizing how gambling ads, driven by algorithms, have infiltrated social media feeds, often reaching minors unintentionally.

Helen A. Hayes from the Centre for Media, Technology, and Democracy pointed out that while minors may not be directly targeted, the way these ads are served makes it easy for them to be exposed to gambling content.

Protecting Canada's Youth

Testimony from the Centre for Addiction and Mental Health (CAMH) revealed that online gambling among students in grades seven to 12 surged from 4% in 2019 to 15% in 2021, with concerns that the figure has since risen. Joannie Fogue Mgamgne from the Mental Health Commission of Canada’s youth council argued that gambling companies often blur the lines between gaming and gambling, enticing younger audiences without them fully understanding the risks.

While some broadcasters suggest that the current flood of gambling ads may decline as the market matures, others, like Shelley White of the Responsible Gambling Council, warned that lawmakers should not downplay the risks posed by gambling ads. White stressed that youth protection should remain a priority as the regulations are crafted, warning of the long-term impacts if these ads are left unchecked.

The Canadian Senate continues to weigh these considerations as they work towards implementing stronger safeguards to protect young Canadians from gambling-related harm.