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Explore the history and normalization of gambling in Canada, focusing on the pervasive advertising strategies that promote it as harmless entertainment. Learn about the industry's messaging, societal impacts, and the call for accurate risk communication. Take action against the normalization of gambling in communities.
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Normalizing Gambling: The Real Message of Advertising Kings Community Action Group on Gambling
A Brief History… There has always been gambling in human societies, but it has not always been socially acceptable. In Canada, except for horse racing, it was illegal until 1969.
A Brief History… Amendments made to the Criminal Code in 1969 and 1985 were pivotal developments both in transforming gambling in Canada • from a sin • to a vice • to a mode of entertainment and in consolidating provincial authority over it.
A Brief History… The industry in NS started in 1976 - Atlantic Lottery Corporation established by the Atlantic Provinces. 1995- Nova Scotia introduced the Gaming Control Act.
Ubiquitous So where are we now? (within that very short time period) Everywhere.
Ubiquitous Gambling has been normalized. • Pop-ups on web sites • Facebook / YouTube • TV • Radio • Newspaper • Point of sale • Break open ticket vending machines.
Industry Messaging Gambling is primarily “a risk free for the majority” form of entertainment. Good for the province.
Industry Messaging Recognizes that some individuals will have problems and encourages treatment. Does not acknowledge the inherent dangers of the products. Always, always, always individualizes the problem.
Industry Messaging “Welcome to Cloud 9”
Industry Messaging “Imagine the Freedom!”
Industry Messaging “The Fun Starts Now!”
Industry Messaging “Always be nice to people who play Lotto 6/49!”
Industry Messaging “Gaming” = good vs. “Gambling” = bad Benefits to the community result from “Gaming” activities Harms to individuals arise from “Problem Gamblers” Focus on personal responsibility for harms rather than on corporate responsibility for unsafe products
Industry Messaging In Nova Scotia, as with the rest of Canada “Industry” is largely the government. Conflict of interest with the regulator being one of the operators and receiving much of the revenue. So-called “benefits to the community” are services that should be paid by taxes instead of preying on citizens.
“Normalized Gambling” Images What are we teaching our children? That gambling is “normal”, “safe”, “fun”… ??????
“Normalized Gambling” Images High School Prom Night
Call to Action Not to silo our work with the different consumption industries. Those us concerned about gambling harms within the community see the work lagging behind tobacco and alcohol. We’re all working to build safer communities.
Call to Action Provide accurate messaging about gambling risks We know that problems with gambling are unevenly distributed in our population. The unemployed, people who have trouble making ends meet and those with low levels of education have higher levels of problems gambling. In addition rates are higher amongst people who report lower levels of mental health and struggle with addiction. ALC states that problem gambling rates in Nova Scotia are less than 1%. But this refers only to those in the prevalence studies who are at high risk, and ignores other harms. Actual harms impact at least 2.5%. About 6% are at risk. Almost 40% of revenue from VLTs in Nova Scotia comes from those at risk.
Effective policies can be implemented Countries that disallow Internetgambling advertising: In these markets, advertising for websites that promote or facilitate, directly or indirectly, online gambling or wagering is not allowed: Argentina, Austria, Brazil, Chile, Colombia, India, Mexico, Peru, Singapore, Switzerland, United States, Venezuela.
