BCLC Needs Targeted Action Against Rising Problem Gambling

Summary

A new internal report obtained under freedom of information reveals problem gambling is rising in British Columbia, with online sports bettors identified as a particularly high‑risk group. The Ipsos July 2024 research shows worrying shifts in behaviour and beliefs among bettors — more secrecy about losses, reduced confidence in stopping, increased admission of problems and growing belief in gambling myths and superstitions. The report urges the B.C. Lottery Corporation (BCLC) to pursue targeted initiatives, especially around major sporting events, while expanding GameSense support and real‑time monitoring.

Key Points

Online sports bettors in B.C. are flagged as a higher‑risk group by Ipsos (July 2024).
Young people are especially vulnerable after Canada legalised single‑event betting in 2021; gambling ads now saturate live sports broadcasts.
Honesty about gambling losses fell by 5% and confidence in walking away dropped 10% year‑on‑year.
Self‑reported signs of having a gambling problem rose by 8%; belief in common myths and superstitions increased (6–10% ranges reported).
Horse racing bettors report increased financial harm, with borrowing or selling items up 12%.
BCLC’s PlayNow remains widely recognised as legal (63% awareness); use of illegal sites is down but exclusive PlayNow use has fallen.
BCLC plans to invest in GameSense advisers (in‑person and online) and deploy tech for real‑time behaviour monitoring to promote safer play.

Content Summary

The Ipsos study and accompanying internal documents paint a picture of escalating risk among sports bettors in British Columbia. Key behavioural changes between 2024 and 2025 include a measurable decline in openness about losses and self‑efficacy to stop gambling, coupled with rising acceptance of myths that can fuel chasing losses.

The Canadian Medical Association Journal warns that the legalisation of single‑event betting has increased young people’s vulnerability. Advertising during live sports — often celebrity‑led — is highlighted as a factor normalising and promoting gambling among younger audiences.

BCLC response measures emphasised in the documents include targeted safer‑gambling campaigns timed to big sports events, expansion of GameSense support, and new monitoring tools intended to spot harmful patterns in real time.

Context and Relevance

This story matters to regulators, public‑health advocates, operators and sports fans. It sits at the intersection of rapid market growth (driven by single‑event betting and heavy advertising) and rising public‑health concerns. The findings mirror international trends where liberalised betting markets and pervasive marketing correlate with increased harm among younger and online‑first bettors.

For BCLC and similar operators, the research underlines the need for targeted prevention, better harm‑monitoring tech and clearer limits on marketing exposure — especially around major sporting events where spikes in participation occur.

Why should I read this?

Because if you care about the sport you love or the people who watch it, this isn’t just dry policy stuff — it’s about how ads, apps and new betting rules are quietly nudging more people into trouble. The summary saves you the time of wading through the report: key stats, who’s most at risk, and what BCLC is saying it’ll do about it. Quick, useful and a bit worrying — read it so you know what to watch for.