The rapid assessment, undertaken by the University of Bristol in collaboration with Canadian Broadcasting Corporation (CBC) News, monitored gambling-related marketing during the NHL and NBA broadcasts shown on TV in Ontario and across social media for five days. Its findings uncovered concerning trends, highlighting the prevalence of the issue and need for greater regulation.
The research revealed more than 4,100 gambling messages spread over just seven NHL and NBA matches. Most of the gambling messages (93.9%) during the coverage were clearly visible on the playing surface or on advertising hoardings. More than a fifth (21.6%) of the total duration of live broadcasts contained gambling logos or references to gambling, according to the study, and only a tiny fraction – less than 3% – featured harm reduction or age restriction messages.
During a single NBA match, between Toronto Raptors and Chicago Bulls, 799 gambling messages were found. Almost half (48%) of the logged social media gambling adverts flouted an important national advertising regulation.