Ontario and RGC Launch Targeted Responsible Gaming Campaign for Young Males
Ontario and the Responsible Gambling Council (RGC) have launched a new responsible gaming campaign specifically targeting young males aged 19 to 24. The initiative responds to research showing that men under 30 experience significantly higher gambling-related harm compared to the broader sports betting population. This campaign represents a focused regulatory effort to address vulnerability in a demographic that has become a priority for harm reduction in Canada’s regulated iGaming market.
Campaign Focus and Target Demographic
Ontario’s new responsible gaming campaign, developed in partnership with the Responsible Gambling Council, specifically targets men aged 19 to 24. This demographic-focused approach reflects growing evidence that young males face disproportionate risks in the regulated iGaming environment. The campaign aims to address vulnerability patterns that have emerged since Ontario’s regulated online gambling market launched in April 2022.
Research Findings on Young Male Gambling Harm
Recent research has documented significant disparities affecting young males in the Ontario and Alberta sports betting markets. A study led by Toronto Metropolitan University psychology professor Andrew Kim surveyed more than 1,800 sports bettors and found that men under 30 experience over 50% greater gambling-related harm and 44% higher anxiety compared to the broader sports betting population. One in five sports bettors in Ontario and Alberta are men under 30, making this group a substantial portion of the market.
The research identified advertising as a particularly concerning factor for this demographic. Among men under 30, 77% see gambling advertisements weekly, 60% report that such ads influenced their betting behaviour, and 60% indicated that responsible gambling advertisements did not help reduce their betting. Additionally, more than half of this group drink alcohol while betting, a combination that further increases risk of harm.
| Metric | Finding | Population |
|---|---|---|
| Gambling-related harm increase | Over 50% greater than broader population | Men under 30 |
| Anxiety levels | 44% higher than broader population | Men under 30 |
| Weekly ad exposure | 77% | Men under 30 |
| Report ads influenced betting | 60% | Men under 30 |
| Alcohol consumption while betting | More than 50% | Men under 30 |
Broader Context and Regulatory Response
The campaign launch follows a period of escalating gambling-related harm indicators across Ontario since market liberalization. Calls to ConnexOntario, the provincial helpline for mental health and gambling support, have surged dramatically. Overall gambling-related calls increased by 254%, with particularly steep increases among younger demographics: calls linked to gambling rose by 144% among teenage boys and by 337.8% among men aged 15 to 24. Research published in the Canadian Medical Association Journal found that 23.5% of people aged 18 to 29 who engaged in online gambling reported experiencing financial or psychological harm.
The Ontario campaign complements other regulatory initiatives aimed at harm reduction. In May 2026, Ontario is set to launch BetGuard, a centralized self-exclusion system that will allow consumers aged 19 and older to voluntarily exclude themselves from all regulated iGaming platforms simultaneously. Additionally, the Alcohol and Gaming Commission of Ontario (AGCO) implemented revised advertising and marketing standards that tightened rules around advertising that could appeal to minors, including restrictions on athlete and celebrity endorsements outside responsible gambling messaging.
