CAMH Study Links Sports Betting Advertising to Youth Gambling Increase

A comprehensive new study published by the Centre for Addiction and Mental Health (CAMH) has found a striking 40% increase in gambling behaviour among Canadians aged 18 to 24 since the legalization of single-event sports betting in August 2021. The research, which surveyed over 8,000 young adults across all provinces, adds to a growing body of evidence linking aggressive sports betting advertising to rising gambling participation and harm among young people.

Key Findings

The study, led by researchers at CAMH's Institute for Mental Health Policy Research, presents several concerning trends:

• Participation surge: 58% of respondents aged 18-24 reported placing at least one sports bet in the past year, up from 41% in a comparable 2020 survey
• Advertising exposure: 94% of young adults reported seeing sports betting ads at least weekly, with 67% seeing them daily
• Normalization effect: 72% of respondents agreed that sports betting "feels like a normal part of watching sports"
• Problem gambling indicators: 15% of young adult sports bettors scored in the moderate-to-high risk range on the CPGI, compared to 8% in 2020
• Financial impact: The average monthly sports betting spend among 18-24 year olds was $187, with 23% reporting spending more than they could afford

The Role of Advertising

The study identified a strong correlation between advertising exposure and gambling behaviour. Young adults who reported "high" exposure to sports betting advertising were 2.7 times more likely to report problem gambling symptoms compared to those with "low" exposure.

"What we're seeing is an entire generation being saturated with messages that gambling is exciting, easy, and risk-free. The reality is very different, and the consequences are showing up in our clinical data." — Dr. Michael Tsang, Research Director, GamblingSelfHelp.com

The researchers noted that sports betting ads frequently feature themes of skill, control, and social connection — messaging that is particularly effective at engaging young male audiences. The study found that young men were 3.2 times more likely than young women to have placed a sports bet in the past month.

Social Media Amplification

A particularly concerning finding was the role of social media in amplifying gambling advertising. The study found that 78% of young adults encountered sports betting content on social media platforms, including both paid advertisements and organic content from influencers and tipster accounts. Young adults who followed gambling-related social media accounts were 4.1 times more likely to report weekly gambling activity.

Calls for Regulatory Action

The CAMH researchers have called for significant reforms to gambling advertising regulations in Canada, including:

• A ban on sports betting ads during live sporting events broadcast before 9 PM
• Prohibition of celebrity and athlete endorsements in gambling advertising
• Mandatory health warnings on all gambling advertisements, similar to tobacco and alcohol
• Restrictions on targeting algorithms that deliver gambling content to users under 25
• Increased funding for media literacy programs in schools

What Young People Can Do

If you're a young adult who feels that gambling is becoming a problem, it's important to know that help is available and that early intervention leads to better outcomes. Setting deposit limits, using self-exclusion tools, and talking to a counsellor are all effective first steps.