Ontario: Problem Gambling Triples as Advertising Debate Intensifies
Canada.- 27 October 2026 | www.zonadeazar.com An analysis published by The Peak on 26 October 2026 highlights the rise in problem gambling in Ontario, Canada, where estimates of affected residents have tripled compared with 2018.
According to the report, approximately 130,000 Ontario residents currently show signs of problem gambling, compared with around 43,000 eight years earlier.
The findings have renewed debate over the expansion of sports betting and online casinos, as well as the need for stricter gambling advertising restrictions.
Problem Gambling Increases in Ontario
Ontario opened its regulated online gambling market to private operators in April 2022.
Since then, the province has experienced substantial growth in gambling activity, accompanied by increasing concerns about its social consequences.
According to the research cited by The Peak:
- Approximately 130,000 people display indicators of problem gambling.
- In 2018, the estimated figure was 43,000 people.
- Reports also indicate that gambling-related suicides tripled over the period examined.
Although the figures show a concerning trend, the research does not establish that the entire increase was caused by the regulated market’s launch in 2022, as the comparison begins four years earlier.
Canada Considers New Advertising Restrictions
The findings coincide with an important week for gambling regulation in Canada.
Federal lawmakers are expected to vote on Bill S-211, which seeks to introduce stronger controls on sports betting advertising nationwide.
The proposed legislation aims to reduce consumer exposure, particularly among minors, to commercial gambling messages.
The debate intensified following research conducted by CBC News and the University of Bristol, which identified extensive gambling advertising during televised sporting events.
Three Thousand Promotions Across Seven NHL Games
The CBC News and University of Bristol investigation examined seven National Hockey League (NHL) games broadcast in Canada.
Researchers identified approximately 3,000 gambling-related promotional messages during those broadcasts.
This represents an estimated exposure of two to three promotions per minute.
The findings covered different forms of advertising appearing during broadcasts, from traditional commercials to other types of commercial exposure.
The research has strengthened concerns about viewers’ exposure to gambling brands, particularly among younger audiences.
Ontario and Alberta Oppose the Legislation
Ontario and Alberta, the two Canadian provinces allowing private operators to participate in their regulated iGaming markets, have expressed opposition to Bill S-211.
Both provincial governments argue that additional federal restrictions could affect their markets and associated public revenues.
The provinces receive approximately 20% of the revenue generated by regulated gambling operators.
In Ontario, the market has contributed around CAD2 billion in public revenue since its launch in 2022, according to figures cited by The Peak.
The debate highlights competing policy objectives: reducing gambling-related harm while preserving the economic benefits of regulated activity.
Alberta Follows Ontario’s Regulatory Model
Ontario’s experience also raises questions about the future of Alberta’s market, which opened to private online betting and casino operators in July 2026.
The province adopted a framework similar to Ontario’s, including a public revenue-sharing arrangement.
For researchers and policymakers, Ontario provides an important reference point when examining the potential effects of expanding access to online gambling.
However, Alberta-specific data will be necessary to determine how gambling behaviour develops within its population.
Financial Risks Associated with Online Gambling
The Peak also highlights academic research examining the relationship between online sports betting legalisation and consumers’ financial wellbeing.
Studies cited in the report identified the following outcomes in certain markets:
- An average 1% decline in credit scores.
- A 25% to 30% increase in the likelihood of bankruptcy filings four years after legalisation.
These findings relate to research conducted in specific markets and should not be interpreted as direct estimates for all Ontario gamblers.
Nevertheless, they provide relevant evidence for assessing the potential financial consequences of increased access to digital betting.
Industry Impact and Next Steps
The debate surrounding Bill S-211 could mark a new stage in Canada’s gambling advertising framework.
While provincial authorities emphasise the economic advantages of regulated markets, researchers and public health organisations are calling for additional preventive measures.
The rise in problem gambling indicators in Ontario highlights the importance of reviewing advertising policies, consumer protection tools and support services for affected individuals.
For the iGaming industry, developments in this debate will be relevant to both commercial strategies and operators’ future regulatory obligations.
Editó: @fonta
