Gambling ads are everywhere — on TV, in sports arenas, online, in social media, even on public transit. They make betting seem normal and harmless. But these ads target the young and vulnerable, fueling a public health and addiction crisis we cannot ignore and poisoning the culture of sport. More than a generation ago, we banned other ads that promote and encourage harmful habits like tobacco use. Now it’s time to ban gambling ads.

The Problem

9% of Canadians are high-risk problem gamblers

The young are the most vulnerable

Underage gambling is common in Canada

  • 22% have planned suicide
  • 38% show alcohol dependency
  • 49% show cannabis dependency

15% of 18-34-year-olds meet the profile of high-risk problem gamblers

Can start as young as 9 or 10 years of age

SOLUTION

We’re not trying to ban gambling. UnBet – the campaign to ban gambling ads – is fighting the marketing machine that fuels addiction, especially in youth.

We need your help to:

  • Advocate for a national law to ban gambling ads
  • End sports gambling promotions by sports broadcasters and social media influencers
  • Prohibit gambling ads in social media, online, in sports arenas and on athletes’ uniforms
  • Enforce oversight rules and regulations by government

The science of addiction

The harm is devastating

Gambling ads are designed to get people addicted to gambling. Gambling addiction is recognized as a non-substance-related addictive disorder. When gambling becomes a problem, it can result in:

Gambling addiction devastates lives—damaging health, relationships, and finances. Every ad increases the risk.

Lower self-esteem

Stress, isolation, anxiety, and depression

Compulsive behaviour and loss of control

Runaway debt

Family breakup and domestic abuse

Substance abuse

Abuse of athletes who are the subjects of the betting

Suicide

Like drug or alcohol addictions, gambling activates the brain’s dopamine system—the “reward” pathway—fueling the cycle of addiction.

It’s time to ban gambling ads

A primary responsibility of government is to protect children and young people.

In January 2025, the Senate unanimously passed Bill S-269, an Act to establish a national framework that can set robust rules, standards and accountability measures for sports betting advertising, after thorough study and testimony from the Centre for Addition & Mental Health (CAMH), the Canadian Psychological Association, British broadcasting regulator Lord Michael Grade, Olympian and Professor Bruce Kidd, among others.

However, when Parliament was dissolved in the spring of 2025, further action on the bill ended. It has since been reintroduced as Bill S-211, is currently in committee, and again is expected to be passed unanimously in the Senate and introduced in the House of Commons in the fall.

Bill S-211 is a good first step. Once it passes, UNBET will then advocate for the type of framework that is needed – a total ban on all and sports betting advertising. UNBET will then also advocate for expanding the ban on advertising beyond sports betting to a total ban on all gambling advertising.

Take action today

We’re calling on Canada’s elected officials to protect young people, families, and fans. Join us by sending a letter to your MP.

Dear Member of Parliament,

Canada has already taken strong action against harmful advertising—banning tobacco ads in 1988, restricting alcohol ads, and banning cannabis ads when it legalized cannabis in 2018. Yet when the Government legalized sports gambling in 2021, it completely ignored the international research documenting the harm from gambling ads, allowing betting companies to advertise everywhere.

These ads target youth and normalize addictive behaviour.

Read full letter Collapse letter

The evidence is clear: gambling addiction is rising, and its effects are devastating—on individuals, families, and communities. When Bill S-211 comes before Parliament, you have a chance to protect Canadians and their families by setting a strong national framework to ban sports betting advertising.

I urge you to support this legislation without delay.

It’s time to put public health and the culture of sport ahead of gambling profits.

Public opinion is clear

62%

of Canadians believe sports betting companies are acting irresponsibly

2024 Maru Public Opinion poll

Gambling ads must be banned, just like tobacco and cannabis ads.

75%

of Canadians believe we need to protect youth from gambling ads

Join the voices calling for change

“Gambling ads are insulting to the audience, bad for children and youth, and they demean sports and its integrity.”

— Raffi

“When governments use gambling to extract money from citizens, you know civilization is in decline.”

— John Ralston Saul

“Why gamble on their future? Let’s do something about it now.”

— Karl Subban

“The damage done to young people is immeasurable.”

— The Rt. Hon. Adrienne Clarkson

“This is in complete disregard to the evidence available showing the harmful effects—primarily on young people. Shame on the government systems allowing it.”

— Clara Hughes

FAQs

  • No. Other countries have banned gambling ads without harming their sports industries. Italy banned almost all gambling marketing in 2019, and their sports leagues still thrive. Just as with tobacco ads, sports can find other sponsors.

  • Yes. Italy enacted a ban in 2019, and Spain, Germany, the Netherlands, Norway, Belgium, and Australia have all introduced restrictions on gambling advertising to protect their citizens from harm. Canada is falling behind.

  • No. We’re not advocating banning gambling itself — just the ads. They have been designed to target vulnerable people, especially youth. Adults can still gamble, but they won’t be bombarded with ads that make it seem harmless. We already restrict ads for harmful products like tobacco.

  • When tobacco advertising was banned, smoking rates dropped — especially among youth. Other countries with gambling ad bans and restrictions reduce exposure for vulnerable audiences.

  • No. Bill S-211 focuses on commercial gambling ads that target vulnerable people. Lottery and charitable gaming have different rules and aren’t driving youth gambling problems the way sports betting ads are.

  • Enforcement would come through existing regulators with clear penalties for violations. The goal is prevention, not punishment — most companies comply once clear rules are in place.

About us

UnBet is a national campaign working to ban harmful gambling advertising in Canada. Our work is guided by a committee of respected Canadians from sport, public health, media, and community leadership: Alan Broadbent, Robin Campbell, Peter Donnelly, Joel Finlay, Gretchen Kerr, Bruce Kidd, John Macfarlane, Ian Morrison, Wayne Olson, John Sewell, and Karl Subban.

It doesn’t start with a bet. It starts with an ad.

Behind every addiction statistic is a real person, a real family. Help us change those numbers. Sign the letter and share our message to ban gambling ads today:

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