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Betstamp is hiring sports betting ambassador positions to promote its brand on social media and throw viewing parties, while offering target driven incentives like PS5s and TVs.
The Toronto-based platform does not explicitly target students or young adults, however LinkedIn data reveals that more than 25 university and college students currently hold or have held the position.
The new job posting comes amid heightened conversations around the dangers of gambling ads, prompting questions about the ethics of using young people to advertise online gambling.
Relying on peer-led tactics creates a “more insidious way of marketing,” say experts, as young ambassadors may not recognize how their promotion normalizes betting among their friends.
“There is a lot of research showing that peer influences are particularly strong for young adults,” said Dr. Sarah Dermody, an addiction psychology expert at Toronto Metropolitan University (TMU).
“Until people reach their mid to late 20s, parts of their brain used to make decisions are not fully matured, but the parts of the brain that are heavily influenced by reward and peer interactions are fully developed,” she said.
From a neurobiological standpoint, Dermody says young adults’ brains are still developing and may also be more sensitive to the rewarding aspects of addictive activities like substance use or gambling.
Social networks play a huge role, she said, noting that “youth are particularly susceptible to the influence of their peers.”
“That’s why a lot of interventions often target social networks rather than just individuals,” Dermody said.
A spokesperson for BetStamp acknowledged receipt of an interview request from OTR but did not respond to subsequent questions.
There is a heavy relationship between exposure to gambling through advertising and a positive view of gambling, according to the Gambling Policy Framework released by the Centre for Addiction and Mental Health (CAMH) in March.
CAMH recommends moving from a personal responsibility approach towards a public health approach, meaning that gambling products should be monitored proportionately to the level of risk they pose to the user.
Chandler McFall is a recent sports management graduate from Brock University and an avid sports bettor.
He said he started betting while he was learning about it from a business perspective at university. He said he inadvertently got his friend group hooked on betting simply by doing it around them, and sharing news of his winnings with them.
“When you’re with your friends and one of them is betting, he has a 10-leg parlay to win $5,000. You’re like, ‘yes, get me on that,’ and now you’re all cheering for the same thing to happen,” McFall said.
McFall describes sports betting as “addictive.”
BetStamp’s choice of incentives, as listed on the online job posting, include uncapped earnings based on referrals and exclusive perks for hitting targets, things that experts like Dermody say inadvertently encourage universities and college based ambassadors to influence their impressionable peers toward this addictive habit.
While gambling ads are everywhere, Dermody said that at least printed ads are clearly labeled as advertisements, allowing the viewer to decide whether or not to pay it attention.
“If someone is at a party with friends or acquaintances and is enticed to engage in betting without being debriefed or knowing that this is a setup in a way — that’s very concerning to me,” Dermody said.
Companies are driven to this type of ambassador program because “peer-led promotion feels more authentic,” said Ryan O’Toole, consumer engagement marketing team captain for Monster Energy, who says young people are “primary targets” for many marketing strategies.
“Ambassadors can share personal experiences and recommendations that resonate more with customers,” O’Toole said. “This personal connection fosters greater trust in the brand, as it feels less like a traditional advertisement and more like a genuine suggestion from someone with real experience.”.
On June 5, CAMH submitted recommendations to the standing senate committee, which is now in its third reading of a bill looking to create a national framework about sports betting. In it, CAMH said the existing Ontario standards are “permissive and less protective of youth” compared to other provincial jurisdictions
Since 2022, CAMH said, many sports betting advertisements have been aimed at non-gamblers, encouraging them to take up gambling.
“As a result of all these developments, Ontarians are more exposed to gambling promotion than ever,” CAMH said.
O’Toole said many companies go above and beyond to ensure their ambassadors maintain responsible messaging. “Companies should provide detailed guidelines outlining the brand’s values, messaging expectations and ethical considerations,” he said.
He noted that regular check-ins, access to resources such as FAQ sessions and expert contacts, and a content review system before “going live” are specific strategies to keep ambassador programs ethically responsible.
Reporter, On The Record, Fall 2024.
