A public-health crisis, fuelled by ads.
Gambling addiction is recognized as a non-substance-related addictive disorder ā and nearly one in ten Canadian adults now meets the criteria for problem gambling.
Like drugs and alcohol, gambling activates the brain's dopamine system ā the "reward" pathway that fuels the cycle of addiction. Sports-betting advertising is engineered to be a cue: bright, constant, impossible to avoid. These are exactly the conditions that drive cravings and relapse.
The industry's preferred defence ā "responsible gambling" warnings ā does not work: a systematic review of 166 studies published in the Canadian Medical Association Journal found that responsible-gambling messaging does not reduce harm. And in March 2026, a separate CMAJ study tied the legalization of online gambling in Canada to a surge in help-seeking from those affected.
Among high-risk problem gamblers, 22% have planned suicide. If gambling is hurting you or someone you love, our Addiction Recovery page lists confidential, free help.
One-pagers coming soon
Campaign members are preparing downloadable one-page briefs for this section: A public-health crisis, “Responsible gambling” is irresponsible, Lessons from tobacco, and An international movement. They will be posted here ā in the meantime, read the full case or browse the research.
It doesn't start with a bet.
It starts with an ad.
Tell your MP to pass Bill Sā211 ā it takes a minute.