Three years after legalization, Ontario's online gambling and sports betting industry is thriving, but some experts express concerns about the methods of gambling marketing.
PowerPlay, an international gambling site licensed by the Alcohol and Gaming Commission of Ontario (AGCO), has been very successful in expanding in the province over the past three years, according to its sports betting manager Bill O'Brien to CBC Toronto.
"Everyone knows Ontario... is a market with huge potential," O'Brien said. "But it has exceeded anyone's expectations."
He noted that the iGaming Ontario's annual report for 2023-2024 shows that Ontario residents wagered nearly $63 billion in their second year, generating $2.2 billion in total gambling revenue. These figures represent a 78% and 75% increase from the first year, respectively. iGaming Ontario expects to publish its 2024-2025 survey results at the end of the fiscal year in March.
O'Brien stated that the industry has also had a positive impact on the province's economy.
"The second year of legalized sports betting contributed approximately 15,000 jobs and $2.7 billion to Ontario's GDP," he said.
These data come from a report commissioned by iGaming Ontario and written by Deloitte.
"That's just the second year. Like, it's going to get bigger and bigger," O'Brien said.
However, as the industry grows, advocates like Bruce Kidd are concerned about its negative impact on the public.
Advocates say advertising restrictions are not enough
Kidd, co-chair of the campaign to ban gambling advertising, told CBC Toronto, "We believe that the surge in unregulated advertising has led to a significant increase in gambling, sports betting, and related addictions."
AGCO has indeed imposed many restrictions on online gaming marketing, mostly to protect minors.
Last year, AGCO also banned the use of professional athletes in online gambling advertisements and restricted the use of celebrities that appeal to minors.
"Reducing advertising is necessary for public health reasons," he said. "Without advertising, the industry can definitely do well, and we cite international studies that show advertising is directly related to increased participation and addiction."
Nigel Turner, a scientist at the Centre for Addiction and Mental Health (CAMH) Institute for Mental Health Policy Research, also thinks there is too much advertising.
When discussing the industry's direct impact on the public, he looked at the number of calls related to gambling problems received by CAMH.
He said that after legalization, "the number of people calling the online gambling helpline has rapidly increased."
Providing support for those troubled by gambling problems
In April 2024, Turner said the number of calls seemed to stabilize, but he noted that call volumes often spike at certain times of the year, including the start of the sports playoffs.
He advises anyone who thinks they might have a gambling problem to call the CAMH helpline or seek a rehabilitation program.
"These games are free, and everyone can use them," Turner said. "And this service really works. ... Sometimes you need to try a few times to really get rid of gambling, but eventually, people can control their gambling behavior."
For online gambling, he also suggests people use limit settings and self-exclusion features. AGCO requires online gambling platforms to include these features in a way that is easy for users to understand and obvious.
"Use these tools, set them up, and stick to them," Turner said. "Don't impulsively indulge in the idea of gambling, because there's no such thing as a sure win, which is one of the most common mistaken beliefs people have."
