Betting on the Blue Jays: Why sports betting could be riskier than you think

Explosion of gambling ads and celebrity endorsements

When online gambling became legal, advertising exploded. More than 50 companies competed for customers, and they went big.

Initially, marketing campaigns featured high-profile athletes like Wayne Gretzky and Connor McDavid. Public backlash led to Ontario's Alcohol and Gaming Commission (AGCO) to update its rules in February 2024 to ban athletes from appearing in gambling ads.

Kim says there's a loophole. Sports figures can still appear in "responsible gambling" ads.

"These ads function in much the same way by creating brand awareness for the gambling operators," says Kim.

The slot machine in your pocket

One of the most dangerous trends is in-play betting. Unlike traditional bets where you pick a winner and wait for results, in-play betting lets you wager on what happens moment by moment during a game.

Will the next pitch be a strike? Who'll get the next hit? These micro-bets can happen minute to minute.

"It's like a slot-machine at the casino which is continuous and fast-paced," says Kim. "Bets and outcomes occur frequently and in short spans of time."

Calls for stronger regulation

Kim and other experts are calling for Canada to adopt a national strategy to monitor gambling harms and regulate advertising.

Bill S-269, the National Framework on Advertising for Sports Betting Act (external link) , is currently waiting for its first reading in the House of Commons. If passed, it would:

• Restrict or limit sports betting ads, particularly those with celebrities and athletes.
  
• Promote research and information-sharing about gambling harms.
  
• Establish national standards for prevention, diagnosis and support for those affected by gambling addiction.

If you're going to bet, bet responsibly

"Some of my research shows that drinking while betting increases risk-taking and betting frequency, especially with in-play betting, " says Kim. "This leads to a greater likelihood of harm."

He offers a few practical tips for those who plan to wager on sports:

• Set a spending limit-and stick to it.
  
• Avoid in-play betting, where rapid betting can lead to loss of control.
  
• Don't bet on sports while you are drinking.

If you or someone you know is experiencing gambling addiction, you can find help on campus by connecting with Mental Health and Wellbeing and the Centre for Student Development and Counselling.