Lewis, Johanna2024-09-092024-09-092024-09https://hdl.handle.net/1880/119655Sports betting is everywhere. Since single-event sports betting was legalized in Canada in 2021, sports games have become saturated by gambling messages. A recent study found that viewers were exposed to 2.8 references to sports betting every minute of the live sports broadcasts the researchers studied. On average, more than one fifth (21.6 percent) of viewing time included some form of gambling reference. Viewers are starting to get fed up. An Ipsos survey in January 2023 found that almost half (48 percent) of Canadians believe that the number of sports-betting ads is excessive. When asked whether there should be limits on the number and placement of ads, nearly two-thirds (63 percent) agreed.en© Cardus, 2024. This work is licensed under a Creative Commons Attribution-Noncommercial-NoDerivatives Works 4.0 International License.Attribution-NonCommercial-NoDerivs 2.5 Canadahttp://creativecommons.org/licenses/by-nc-nd/2.5/ca/Technical Report