Searches for gambling help surge as sports betting expands

30 September 2026

Surges in online searches for gambling addiction treatment follow the rapid spread of legal sports betting in the US, posing challenges for regulators and cautioning against overconfidence in consumer safeguards.

Searches for gambling addiction help in the US have increased substantially as legalized sports betting has expanded in recent years, a study published in JAMA Internal Medicine found. Between 2019 and 2023 there were 23% more searches for gambling addiction nationally than expected. That effect was especially concentrated in states that legalized sports gambling more recently. National searches increased by about 11% every year since 2019. The study analyzed 5 million quarterly searches associated with gambling-related online tools. By 2021, when 32 states had sports betting, the researchers concluded that the higher search volumes were highly unlikely to be due to chance.

States like New Jersey, Ohio and Virginia saw the biggest jump in searches after legal sports betting was allowed, compared with the same period the year before. The researchers said searches remained elevated year over year since 2021.

Exploring the reasons behind the rise

The study's authors said the boost in searches suggested a clear link to the expansion of sports gambling. Despite regulatory challenges in some regions, the industry's popularity has made it one of the fastest-growing sectors worldwide. That growth is likely to increase demand for sports gambling in other ways. The authors called for a "paradigm shift" in collaborating to address gambling harms.

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Problem gambling-related searches have risen alongside the spread of sports gambling and advertising spending. The study found the legality of gambling itself did not significantly influence search behavior. As state-level regulation around sports gambling grows, industry expansion may not always align with adequate safeguards. Still, regulators may find search behavior a valuable indicator of growing public concern.

Problems and responses

The Gambling Commission, the UK regulator, recently reported a rise in consumers attempting to access unlicensed gambling websites. However, the Commission said it did not see a consistent pattern of increase. Earlier studies had identified gambling among topics that saw increased UK search trends during the pandemic. Illicit activity remains difficult to track precisely, and investigators may have an incomplete picture of the situation.

"Analyzing search trends can help authorities support targeted responsible gambling measures and guide growth in treatment capacity to match demand," regulatory officials noted. Government agencies in the UK and US have prioritized gambling addiction assistance. Monitoring search activity helps regulators stay proactive in addressing emerging issues.