Sports Betting and Youths
Sports betting has grown quickly. It used to be something mainly done in Las Vegas, but it is now available to people around the world, including in Ontario. Instead of happening only in casinos, betting now takes place on smartphones, where people can place bets in seconds. This makes impulsive gambling much easier. Studies show that problem gambling increases within the same year that betting rules become more flexible. These issues effect young people the most, especially young men. Young men gamble more often than young women or older adults, and they take more risks. Advertisers know this and target young men with many sports betting ads, often using special deals to draw them in. Since young people spend so much time on social media, this is where they see most of these ads. Betting companies also partner with influencers who share promo codes and earn money each time someone uses them. Young people are at a sensitive stage of life, and impulsive gambling can lead to serious long-term problems.
Sports Betting Advertisements
A recent study examined how betting inducement ads influence people aged 18 to 24. The study tested four types of deals: signup offers, bonus bets, increased odds, and stake back deals. Earlier research showed these were the most appealing deals to this age group. Signup offers and bonus bets created the strongest interest in placing a bet, and they led people to plan to bet more money. Increased odds and stake back deals were seen to help reduce losses a little, but signup offers felt like a chance to bet for free, and bonus bets seemed like a way to bet with less money. These reactions matched the way the ads were designed. However, the study also checked whether participants read the terms and conditions. Fewer than half read them for every ad, even though they were told to do so. If participants had more carefully read the terms and conditions for each ad, they may have been more aware of the true costs and benefits of placing bets using the deals.
The Issue with Inducements
The ads in the study were modelled after real social media ads, including the same fine print. Many participants believed the deals would save them money, but the truth was more complicated. Bonus bets only apply after a minimum cash bet is made, and winnings from free bets are paid in credits that must be used inside the app, not withdrawn as cash. The study shows how these ads can mislead young people and push them toward harmful gambling behaviours. The results indicate that young people are more drawn to deals perceived as free versus cheap, but the true cost of betting is concealed behind strategically misleading language.
Protecting Ontario’s Youth
As sports betting continues to expand, Ontario needs stronger advertising rules. Current laws focus on older media like radio and TV and do not address the risks of online or social media advertising. Effective rules should ban “free bet” offers, including signup deals. They should also require advertisers to use clear and honest language. Any ad that uses an inducement offer should be direct about what the deal provides and should not rely on misleading wording. These rules should also apply to social media influencers who may promote betting with unclear or dishonest claims. Greater restrictions on advertisers can prevent harm to Ontario’s youths.
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