A renewed call for tighter gambling regulation has emerged following Alberta’s expansion of its regulated online gambling market, with one policy researcher arguing that governments should introduce stricter limits on sports betting advertising and strengthen measures aimed at reducing gambling-related harm.
The opinion piece points to Alberta’s gambling market launch on July 13, describing the move as another step in Canada’s expanding online betting market. It argues that policymakers should learn from Ontario’s earlier experience, where legal online gambling has grown rapidly since the province opened its regulated market following the legalization of single-event sports betting in Canada.
Ontario Experience Cited as Warning
According to the article, the latest figures from iGaming Ontario show average losses of $329 per player account each month, compared with $158 when the regulated market launched. Based on annual household income figures published by Statistics Canada, the author argues those losses exceed suggested safe gambling thresholds.
The piece also highlights concerns that online sports betting encourages more frequent wagering than traditional pre-match betting because users can place live bets throughout sporting events. Greater accessibility through mobile devices is also presented as a factor that may increase gambling participation.
Research cited in the article suggests gambling-related harm extends beyond financial losses. The author references findings linking higher gambling expenditure with greater risks of relationship difficulties, emotional or psychological harm, and health problems.
The opinion also notes that researchers observed a sharp increase in gambling-related calls to ConnexOntario after single-event sports betting became legal. Among men aged 25 to 44, the average number of calls nearly doubled, while calls involving males aged 15 to 24 reportedly rose by 161%.
The article further cites US research associating online sports betting with declining credit scores, lower credit limits, increased borrowing, and higher bankruptcy rates, particularly among younger men and people living in lower-income neighborhoods.
Advertising Restrictions Among Proposed Measures
The author argues that sports betting advertising has become increasingly prominent during broadcasts through commercial breaks, on-screen promotions, and sponsorship placements on team uniforms. According to the opinion, this level of exposure encourages greater participation in gambling, especially through promotions tied to in-game betting.
Several policy proposals are outlined to address these concerns. They include prohibiting sports betting advertising in a manner similar to restrictions applied to tobacco and cannabis products, or at minimum banning advertisements promoting in-game betting and preventing gambling advertisements from appearing during live sporting broadcasts.
Additional recommendations include improving public awareness campaigns by presenting clearer information about gambling-related risks and requiring gambling operators to contribute funding toward research, prevention initiatives, and treatment services.
The article also points to recent policy developments. Alberta has committed to creating a centralized self-exclusion platform covering online gambling applications, while Ontario announced a similar initiative in May. Parliament is also considering legislation that would establish a national framework for sports betting advertising, although the proposal remains in its early stages.
The opinion concludes that federal and provincial governments should move more quickly to strengthen safeguards as regulated online gambling expands across Canada, arguing that reducing gambling-related harm deserves greater policy attention, particularly for younger men and frequent sports bettors.
Source:
“Governments are gambling with Canadians’ well-being”, policyoptions.irpp.org, July 27, 2026
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