Alberta Finalises iGaming Advertising Rules Ahead of Market Launch

Alberta Confirms Advertising Standards for Regulated Operators

As Alberta prepares to launch its regulated online sports betting and casino market on 13 July, the province's regulator, the Alberta Gaming, Liquor and Cannabis (AGLC), has formally outlined the advertising and marketing rules that licensed operators must follow.

The new standards, published on 18 June, largely replicate the framework already implemented in Ontario, signalling Alberta's intention to adopt a familiar regulatory model for commercial iGaming operators entering the province.

Nearly 50 operator websites have already been registered and approved to compete alongside the government-run Play Alberta platform.

Bonus Advertising Faces Tight Restrictions

One of the most significant measures prohibits operators from publicly advertising gambling bonuses, credits, free bets, and promotional offers.

Such incentives may only be displayed on an operator's own platform or communicated directly to players who have explicitly opted in to receive marketing communications. Operators must also provide customers with a simple and accessible way to withdraw consent at any time.

This approach closely mirrors the restrictions already enforced in Ontario's regulated market.

Celebrity and Athlete Endorsements Limited to Responsible Gambling

The regulations also impose strict limitations on the use of celebrities, influencers, and athletes in gambling promotions.

Advertising may not target minors or use imagery, themes, cartoons, public figures, or influencers that are likely to appeal to children or young people. Promotions near schools and youth-focused venues will also be prohibited.

Current and former athletes may only appear in advertising campaigns if the sole purpose is to promote responsible gambling initiatives.

As a result, high-profile ambassador partnerships similar to those seen elsewhere in Canada will need to focus exclusively on safer gambling messaging.

Operators Required to Protect Vulnerable Players

AGLC's standards include additional consumer protection measures aimed at vulnerable and high-risk players.

Licensed operators must limit marketing communications directed at individuals identified as high risk and are prohibited from specifically targeting those groups with promotional content.

Advertising materials must also avoid presenting gambling as a financial investment opportunity or suggesting that gambling can help recover previous losses.

Furthermore, operators may not imply that spending more money or playing for longer periods increases a player's chances of winning. The regulator has also explicitly prohibited suggestions that skill can influence the outcomes of chance-based games such as slot machines.

Centralised Self-Exclusion Launches From Day One

Unlike Ontario's market launch in 2022, Alberta will introduce a province-wide self-exclusion system from the outset.

The system will allow players to exclude themselves from all online gambling sites, all land-based gaming venues, or every licensed gambling product available in the province through a single process.

Operators will be prohibited from sending advertising or promotional communications to self-excluded individuals for the duration of their exclusion period.

Ontario later introduced a similar centralised system known as BetGuard.

Regulator Reserves Right to Remove Advertising

AGLC has also made clear that it retains the authority to require operators to modify or remove advertising campaigns or promotional offers whenever it considers such action necessary to protect market integrity or support social responsibility objectives.

The regulator further stressed that operators remain accountable for the actions of third-party marketing affiliates and advertising agencies acting on their behalf.

Importantly, affiliate partners promoting licensed brands in Alberta will not be permitted to provide similar services to unlicensed operators operating in the province.

Grey Market Exit Remains a Licensing Requirement

A key condition for obtaining an Alberta iGaming licence is the termination of any existing unregulated operations in the province.

Operators with an established grey-market presence, including brands such as bet365 and Super Group, must cease those activities before the market officially opens on 13 July, except in limited circumstances permitted by the regulator.