Sweeney’s sexist U.S. gambling-site ad isn’t the real problem

For several years, the connection between actress Sydney Sweeney and online sports betting remained unexplored. This changed rapidly with the launch of Novig, a new generation sports gambling site in the United States. Sweeney, a well-known figure in pop culture, starred in a provocative advertising campaign for Novig that featured her largely nude, with sports equipment strategically placed around her.

The video contained a seductive message urging viewers to "prove it" by betting on professional sports outcomes. The ad campaign led to widespread criticism from elite female athletes who found Sweeney's portrayal of female athletes to be overly sexualized. Moreover, the ad's strategy of using soft-core pornography to market the app aimed to attract a younger male demographic already struggling with gambling addictions.

Mental health experts warn that admitting to a gambling addiction can be even more challenging than admitting to alcohol or drug dependence due to the potential for denial. A recent study conducted by researchers from the University of Toronto's Temerty Faculty of Medicine revealed a significant increase in the number of problem gamblers seeking treatment at Ontario hospital emergency rooms over the past 14 years.

The study found that ER visits related to gambling disorders had doubled since 2022, when Ontario legalized online gambling. The data showed a concerning trend of younger men and boys, specifically between the ages of 10 and 44, being disproportionately represented in these confirmed ER visits. This trend suggests that younger men and boys are the primary demographic affected by gambling addictions.

The researchers' findings emphasize that the issue of online gambling addiction among younger demographics is a growing concern, and governments should take immediate action to address this problem.