The province’s plan for a competitive iGaming market involves rules on how operators can promote themselves and woo customers, including a ban on blasting unsuspecting members of the public with sign-up offers.
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Alberta is opening its doors to online gambling companies, but those operators will have to abide by the rules of the province’s forthcoming regulated market – especially for advertising.
- Alberta plans to launch a regulated, competitive online sports betting and casino market with strict advertising rules modeled after Ontario’s system.
- The rules ban celebrity and athlete endorsements outside responsible gambling messages and prohibit public bonus offers, inducements, or ads appealing to minors.
- Operators may be able to advertise and sign up users before launch but can only promote bonuses on their own sites and to opted-in customers.
The plan in Alberta is to license and oversee multiple private-sector operators of online sportsbooks and casinos, creating a regulated and competitive market for iGaming.
Exactly when the new Alberta sports betting market will launch is yet to be decided, although it could be before the start of the next NFL season.
What has been decided so far, though, are some of the rules operators will have to abide by, including how they promote themselves to potential customers.
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A spokesperson for the Alberta Gaming, Liquor and Cannabis Commission (AGLC), which will regulate the iGaming market, confirmed to Covers this week that advertising-related provisions have already been incorporated into the province’s gambling regulations.
Those regulations will likely be reflected at some point in the AGLC’s iGaming standards, the first version of which was released last week.
“Additional amendments to the Standards and Requirements for iGaming may be introduced as the market evolves,” the AGLC spokesperson added. “AGLC remains committed to reviewing best practices that support a strong and sustainable iGaming industry.”
Advertising by online sportsbooks and casinos has been a sensitive subject in Canada since the decriminalization of single-game sports betting in 2021. Federal lawmakers continue to mull over additional restrictions for iGaming advertising, especially after Ontario licensed a small army of operators that have been promoting themselves ever since.
Much was said at a Canadian Senate hearing yesterday for a bill seeking a national framework for sports betting ads.
What struck me is the concern, and perhaps regret, among senators after passing single-game wagering legislation in 2021:https://t.co/yXqKGGd3Yn @Covers
— Geoff Zochodne (@GeoffZochodne) June 5, 2024
So, what sort of rules will private-sector sportsbook and iCasino operators have to follow in Alberta? As it turns out, some of them may be familiar to followers of the ongoing regulation and expansion of online sports betting in Canada.
To start, it’s worth noting that Alberta’s plan for a competitive iGaming market will echo in large part what has been done in Ontario, which launched its own regulated market in April 2022.
The Ontario sports betting rules for advertising have restricted the use of athletes and celebrities and banned the widespread promotion of free bets, deposit matches, and other incentives for bettors. Alberta’s rules will be similar.
A new @YouGov survey suggests that celebrity endorsements of gambling brands don’t do much for the average American, and prompt a mixed response from U.S. gamblers.
“…may help gambling brands stand out … but they may not guarantee a shift in brand perception or behavior.” pic.twitter.com/foW4bDvFue
— Geoff Zochodne (@GeoffZochodne) January 21, 2026
All iGaming advertising in Alberta must not use themes or language that are “intended to appeal to minors,” or appear on billboards or outdoor displays that are “directly adjacent” to schools or other places “primarily oriented” toward people under the age of 18.
Another no-no will be the use of “cartoon figures, symbols, role models, social media influencers, celebrities, or entertainers if there are reasonable grounds to believe it could be appealing to minors.”
Furthermore, the use of active or retired athletes will be banned “except for the exclusive purpose of advocating for responsible gambling practices.”
This is similar to Ontario, which cracked down on the use of athletes and celebrities in iGaming advertising after pushback from concerned members of the public. Operators have still used athletes, but in a very RG-focused way. One example that may be seen again in Alberta is BetMGM’s decision to use Edmonton Oilers superstar Connor McDavid to discuss responsible gambling.
Alberta’s regulated iGaming operators will also be forbidden from advertising in media that is primarily directed at minors and from enticing and attracting users “who may be at a high risk of experiencing harm from engaging in iGaming activities.”
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Operators’ obligations will also apply to any third parties they use to help promote themselves. In general, all iGaming advertising is expected to be “truthful,” with no misrepresentations made to consumers, such as making “false promises” about their odds of winning.
There are more specific examples, such as avoiding any implication that playing a game “is required to fulfill family or social obligations or solve personal problems.”
Another notable section in Alberta’s iGaming regulations deals with “inducements” that operators may offer, such as sign-up bonuses or deposit matches.
The province’s gaming, liquor, and cannabis regulations now state that iGaming-related advertising “must not communicate gambling inducements, bonuses or credits,” except for when those promotions are presented on an operator’s site or sent directly to a player who opted in to receive those kinds of ads.
When gambling is no longer a fun activity for you, choosing to self-exclude yourself from in-person and online gambling is an important first step in getting your gambling under control. Learn more about your options at https://t.co/IgYm9N7aQZ. pic.twitter.com/YhJPc1W1Kl
— AGLC (@AGLC) December 24, 2025
There are further restrictions on bonus-related ads, including that they disclose “all material conditions and limitations” up front and avoid the use of the term “free” unless what’s being offered is indeed free.
According to the provincial regulations, the AGLC is free to order iGaming companies to amend or remove any ad “in the interest of ensuring integrity and social responsibility in advertising in relation to iGaming activity.”
Interestingly, it’s been reported that would-be regulated operators in Alberta may be able to get the ball rolling on acquiring customers before they’re allowed to take bets. They could do so after filing to register with the AGLC (similar to applying for a gaming license), but the companies wouldn’t be able to take any deposits until the market launches.
“In a move that benefits speed-to-market, operators are permitted to advertise and sign up customers immediately upon acceptance into the registration process and payment of required fees, provided advertising complies with the Regulations,” Canadian law firm Segev LLP reported last week. “However, deposits and wagers may not be accepted unless and until the operator is registered and the market has officially launched.”