Sports betting ads trigger gambling recovery concerns in Manitoba

• While there is only one online platform licensed in Manitoba, residents are constantly bombarded with betting ads
• One man, who recovered successfully from gambling addiction, revealed it is difficult to constantly hear betting ads, especially during sports broadcasts
• The former gambling addict hopes to raise awareness of the issue

Sports betting ads reach millions of viewers across Canada, with bookmakers promoting their services sometimes even without the necessary license.

Such ads that usually run in the half-time, before sports events and immediately after, may be triggering, especially for people affected by problem gambling.

Betting advertisements trigger recovering gamblers

Late in August 2021, Canada made a major step in the regulation of sports betting with the legalization of single-event sports wagering.

This paved the way for the expansion of legal betting across the country, permitting provinces to regulate their own betting markets, and this included mobile betting and land-based sports wagering.

Considering there is a difference between gambling and betting, most operators, with or even without a license, usually offer both.

While leading bookmakers followed the rules applied for licenses in different provinces, black market operators identified legal gaps and started to promote their services.

In the end, operators without licenses are able to reach audiences in provinces where they shouldn't offer their services.

This can be significantly harmful, especially for people affected by at-risk or problem gambling.

Such is the case for one Manitoba man, a former gambling addict, who admitted to feeling triggered after seeing so many sports betting ads while watching sports.

A report from CBC News on Tuesday told the story of the Manitoba man, who currently works in an organization called Peer Connections as an individual peer supporter.

In that role, he helps others by sharing his lived experience of problem gambling.

"Part of my job is to share my story … and hopefully just help somebody else find their own values again," he explained.

Gambling ads flood sports broadcasts

While the Manitoba man hasn't gambled for close to three years, he admitted that it is difficult to constantly hear betting ads in the context of his past addiction to gambling.

"It's triggering. I found myself almost downloading the apps on my phone," the man who successfully kicked the bad habit said.

As the Manitoba man explained, it isn't only the betting ads, but their frequency and consistency.

He admitted that on every pre-game, intermission and halftime, promotion of the "best bets" can be heard, which is why he avoids staying in the same room as the TV during breaks of sports broadcasts.

While he was still gambling, the Manitoba man stole money from two of his former employers and lived a "life of lies."

He shared his story in an effort to raise awareness of the pervasive nature of betting ads and hopes that more people affected by at-risk or harmful gambling can follow his path, despite the ongoing bombardment of gambling advertisements.

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