A former Canadian MP who helped legalize single-event sports betting says its rollout has led to troubling consequences, calling parts of its implementation “deplorable.”
Brian Masse, who represented Windsor West for over two decades, said while he does not regret pushing for legalization, the current system has strayed far from its original intent.
The legislation, passed in 2021 with cross-party support, aimed to bring gambling into a regulated framework and curb illegal betting. However, Masse says provinces—particularly Ontario—have allowed private operators to dominate the space, leading to an explosion in advertising and accessibility.
Today, sports betting ads have become nearly unavoidable. A 2024 analysis found that gambling-related messages made up as much as 21 per cent of sports broadcasts in Ontario.
Concerns are also rising around public health. A recent study reported a more than 300 per cent increase in young men contacting Ontario’s mental health helpline for gambling-related issues, highlighting the growing social impact of the industry.
Critics argue that instead of shifting existing gamblers from illegal markets, legalization has expanded the number of people engaging in betting. Experts say aggressive marketing by dozens of licensed operators has played a key role in that growth.
Ontario currently has 47 licensed iGaming operators, creating a competitive, multibillion-dollar market that generates significant revenue for the province—but also fuels widespread advertising.
In response, lawmakers are now considering tighter controls. A Senate-backed bill proposes a national framework to regulate sports betting ads and reduce associated risks. While some advocate for a full ban, others support partial restrictions as a more achievable step.
Industry representatives maintain that the sector is already heavily regulated and caution that banning ads alone will not solve problem gambling.
Still, Masse and other advocates are pushing for stronger federal action, arguing that stricter advertising limits—similar to those placed on tobacco—could help reduce harm.
“The story isn’t done,” Masse said, emphasizing that reforms are still possible as Canada grapples with the long-term impact of legalized sports betting.
