Sports betting could be riskier than you think
According to TMU psychology professor and gambling and addictions expert Andrew (Hyounsoo) Kim, sports betting has been linked to increasing harms. Photo by Alex Lian on Unsplash
With the Blue Jays in the World Series, and excitement is building. But as fandom surges, there’s a growing concern: sports betting is becoming a serious problem in Ontario.
Andrew (Hyounsoo) Kim, TMU psychology professor, director of the Addictions and Mental Health Lab, and recently announced Tier 2 Canada Research Chair in Addictions and Mental Health Comorbidity, has been studying what happened after Ontario legalized online gambling in 2022. His findings are troubling.
The numbers don’t lie
Ontario became the first Canadian province to allow online sports betting in 2022. The results were instant and widespread.
Within just one year, according to Ontario’s high-stakes bet on iGaming (external link) , the industry generated $1.4 billion in revenue, making it one of North America’s top five online gambling markets.
This surge, Kim warns, has made gambling more accessible and may be fuelling a rise in gambling-related harms.
With online gambling, people can place bets anytime, anywhere. It’s like having an LCBO shop in your pocket.
A dicey game
Psychology professor Andrew Kim’s research examines how the opening of the online gambling market in Ontario has expanded gambling access and advertising. He raises concerns around gambling addiction and related harms, particularly among youth and vulnerable populations. Photo by Alex Lian on Unsplash
What makes sports gambling so dangerous?
Kim explains that gambling involves risking something valuable (usually money) on an outcome that’s mostly based on chance.
When someone has a gambling disorder, they lose control. They think about gambling constantly and keep betting even when it hurts them financially, damages their relationships or harms their mental health.
Warning signs include:
- chasing losses (betting more to win back money you’ve lost)
- lying about how much you gamble
- Betting money you can’t afford to lose
The research cites a December 2024 (PDF file) Mental Health Research Canada report (external link) that found that 11 per cent of Ontarians now experience problem gambling. This is a major increase since the regulatory changes, mirrored by a surge in calls to the Ontario Problem Gambling Helpline.
Sports betting is particularly risky compared to other types of gambling. Kim's research shows that people who bet on sports are more likely to develop gambling problems. They also show higher rates of mental health issues and substance use.
The typical profile of people with sports gambling addictions are young men with higher education, extra income and impulsive personalities.
Professor Kim, who studies behavioural addictions such as gambling and video gaming, and the co-occurrence of addictions and mental health is the 2025 recipient of TMU’s Early SRC Career Excellence Award.
Explosion of gambling ads and celebrity endorsements
When online gambling became legal, advertising exploded. More than 50 companies competed for customers, and they went big.
Initially, marketing campaigns featured high-profile athletes like Wayne Gretzky and Connor McDavid. Public backlash led to Ontario’s Alcohol and Gaming Commission (AGCO) to update its rules in February 2024 to ban athletes from appearing in gambling ads.
Kim says there’s a loophole. Sports figures can still appear in “responsible gambling” ads.
“These ads function in much the same way by creating brand awareness for the gambling operators,” says Kim.
The slot machine in your pocket
One of the most dangerous trends is in-play betting. Unlike traditional bets where you pick a winner and wait for results, in-play betting lets you wager on what happens moment by moment during a game.
Will the next pitch be a strike? Who'll get the next hit? These micro-bets can happen minute to minute.
“It’s like a slot-machine at the casino which is continuous and fast-paced,” says Kim. “Bets and outcomes occur frequently and in short spans of time.”
Calls for stronger regulation
Kim and other experts are calling for Canada to adopt a national strategy to monitor gambling harms and regulate advertising.
Bill S-269, the National Framework on Advertising for Sports Betting Act (external link) , is currently waiting for its first reading in the House of Commons. If passed, it would:
- Restrict or limit sports betting ads, particularly those with celebrities and athletes.
- Promote research and information-sharing about gambling harms.
- Establish national standards for prevention, diagnosis and support for those affected by gambling addiction.
If you’re going to bet, bet responsibly
“Some of my research shows that drinking while betting increases risk-taking and betting frequency, especially with in-play betting, “ says Kim. “This leads to a greater likelihood of harm.”
He offers a few practical tips for those who plan to wager on sports:
- Set a spending limit—and stick to it.
- Avoid in-play betting, where rapid betting can lead to loss of control.
- Don’t bet on sports while you are drinking.
If you or someone you know is experiencing gambling addiction, you can find help on campus by connecting with Mental Health and Wellbeing and the Centre for Student Development and Counselling.
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