What to know
- A gambling advertising advocate is criticizing a recent campaign featuring Vladimir Guerrero Jr. as a “Responsible Gambling Ambassador,” arguing the ad promotes betting rather than warning about its risks.
- University of Toronto professor Bruce Kidd says the campaign lacks information about gambling harms, addiction support resources and the risks gambling can pose to young people.
- Kidd argues that athletes can influence fans’ attitudes toward gambling, potentially encouraging betting among younger audiences who admire them.
- Research from the Centre for Addiction and Mental Health suggests youth experience higher rates of problem gambling than older adults and can face serious financial, academic and mental health consequences.
- Advocacy groups are pushing for stricter regulations on sports betting advertisements, including support for federal legislation that would limit gambling marketing in Canada.
One police expert and advocate is calling out Blue Jays star Vladimir Guerrero Jr. for fronting a “responsible gambling” ad, suggesting the player is using fan support to promote betting.
Earlier this month, betting website Betway Canada published an ad featuring the Jays player, as its “Responsible Gambling Ambassador.”
In the video, Guerrero uses baseball as a metaphor, encouraging players to “play start and stay in control,” and to know “when to take a walk.” The campaign forms part of the company’s responsible gambling messaging rather than advertising a specific betting market.
Expert raises concerns
Despite the message promoting “responsible gambling,” University of Toronto sports policy professor and chair of the Campaign to Ban Ads for Gambling, Bruce Kidd, is calling out the player for the ad.
According to the expert, the message in the ad could be harmful, especially for younger people, as it doesn’t explicitly inform or warn people about the risks of gambling.
“There is nothing in that ad or that message about where they can go for help because of problem gambling or addiction to gambling. There’s nothing that says, ‘Don’t do it because it’s harmful, particularly for young people.’ So, it is a very sophisticated encouragement for betting,” Kidd told Now Toronto.
As the video is fronted by Guerrero, Kidd worries it might also encourage those who are fans of the player to get into betting.
“He’s one of my favourite baseball players, but he shouldn’t be lending his image and his name to a harmful practice, and it’s a tragedy. His reputation is going to suffer,” the expert suggested. “He’s turning our love for him as an outstanding athlete into an inducement for harm, and that’s not right.”
As an alternative to the published ad, Kidd said he wishes the campaign included explicit warnings about gambling risks, and a direct link to support programs or resources for those suffering with addiction.
Betway Canada responds
A spokesperson for Betway Canada said they reject the expert’s criticisms, saying the ad featuring Guerrero includes responsible gambling messages.
In addition, the spokesperson emphasized that the company has protocols in place to keep those under 18 from accessing the website.
“We completely reject the accusations from Mr. Kidd. As a fully licensed and regulated brand we take safer gambling seriously. The advert in question contains multiple responsible gambling warnings and is fully compliant,” the spokesperson said.
“Furthermore, under 18s are not permitted to open accounts on our site and are prevented from registering by ID and KYC checks which would not allow them to progress past that point or place bets.”
Experts warn of gambling risks
Working as a chair for the Campaign to Ban Ads for Gambling, Kidd said he frequently works with research that analyzes the risks of betting, particularly for youth.
A report by the Centre for Addiction and Mental Health (CAMH) highlights that although gambling comes with risks for all ages, those between 10 and 24 have higher rates of problem gambling than older adults.
According to the report, gambling addiction is linked to a series of consequences for youth, including substance use, mental health issues, criminal behaviour, difficulties in school, financial trouble, and more.
Betway Canada also warns gambling addiction among young people has been linked to:
- Financial hardship
- Mental health challenges
- Substance use
- Academic difficulties
- Criminal behaviour
Kidd explains that although gambling is restricted in Canada to those over 18, that is not always the case, with many young children getting involved with betting.
“There’s no ability of children and youth at that age to make judgments, and so they’re caught up in this treadmill of chasing bets in a way that addicts them,” he said.
“We know of students who bet away their tuition money, we know of students who bet away their residence money, we know of students who go into enormous debt. We know of adults who do that. It’s a growing problem.”
Calls for tighter advertising rules
According to Kidd, the Campaign to Ban Ads for Gambling, advocates for stricter regulations on gambling ads across the country, including a complete ban.
The advocacy group supports Bill S211, a federal legislation proposal that aims to regulate sports betting advertising across the country.
“We now have significant restrictions on tobacco ads, we now have significant restrictions on alcohol ads…Gambling is as harmful as tobacco, alcohol, and cannabis, and they should have banned or restricted the ads in the same way,” Kidd added.
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The broader debate
Since Ontario legalized single-event sports betting in 2022, gambling advertisements have become a regular feature during professional sports broadcasts.
Supporters argue responsible gambling campaigns encourage safer betting habits.
Critics counter that placing athletes and celebrities at the centre of those campaigns makes gambling appear more socially acceptable, particularly to younger audiences.
As sports betting continues to expand across Canada, that debate shows little sign of slowing down.
