An Overview of Advertising in Alberta’s Regulated iGaming Market

Sports broadcasts, social media, streaming services, and even podcasts have become common places to be served promotions for online casinos and sportsbooks. 

Prior to regulation, these ads weren't subject to standards. Grey market advertising occurred with no oversight or accountability. And it was a problem.  

Albertans, especially youth and vulnerable individuals, had no protections or safeguards from gambling advertisements. Today, under a regulated iGaming market, approved sites must follow their Operator Agreement to market and advertise in Alberta. These guidelines are a starting point for the protection and well-being of Albertans, laying a framework to collect feedback and monitor what's working. 

"Limiting youth and vulnerable people’s exposure to gambling advertising is a priority for AiGC. No advertising system is perfect, but our aim is to keep that exposure as low as possible."  

- AiGC CEO Dan Keene.  

Why Advertising Standards Matter

Responsible gambling requirements are conditions of operating in Alberta, not optional features. 

Alberta's regulated iGaming market was launched to protect Albertans. While advertising is allowed to inform consumers about legal, regulated gaming options, approved iGaming sites cannot encourage excessive gambling or appeal to vulnerable populations. 

They’re written into operator agreements, onboarding, and ongoing oversight. In addition, they help Albertans who are of age to choose registered iGaming sites over unregulated offshore sites. 

Here, we break down advertising standards that all approved Operators who offer iGaming sites are required to follow.

Minors and Vulnerable Individuals 

Protecting Albertans is the main priority. Paid advertising by iGaming sites cannot be aimed at: 

• Minors 
• Self-excluded individuals 
• Vulnerable individuals 

As a result, advertising cannot: 

• Be based on themes, or use language, that appeals to minors; 
• Appear on billboards or other outdoor displays adjacent to schools or youth-oriented locations, or locations where vulnerable people gather for mental health supports; 
• Use or contain cartoons, symbols, role models, social media influencers, celebrities, or entertainers who appeal to minors; 
• Use active or retired athletes in marketing except for the exclusive purpose of advocating for responsible gambling practices; 
• Use individuals who are, or appear to be, minors; or 
• Appear in media and venues directed primarily to minors, or where most of the audience is reasonably expected to be minors. 

Advertising cannot be placed anywhere that could be seen as promoting unhealthy gambling. Sites are also required to double-down on safeguards by ensuring: 

• Marketing and advertising mechanisms are in place, such as ensuring only those 18+ are targeted on social media; 
• Self-excluded individuals are not targeted and are removed from marketing lists the moment they register in AGLC’s centralized self-exclusion tool. 
• Efforts are made to avoid advertising outside of Alberta. 

Truthfulness and Integrity 

Marketing, including advertising and promotions, must be truthful and must not mislead players. Materials must not: 

• Promote iGaming as an alternative to employment, as a financial investment, or as a basis for financial security; 
• Encourage iGaming players to recover financial losses; 
• Portray, suggest, condone, or encourage behaviours that are socially irresponsible or could lead to financial, social, or emotional harm; or 
• Suggest peer pressure to gamble rather than encourage abstention. 

In addition, advertising and marketing materials that communicate inducements, bonuses, or credits are prohibited, except on an approved registered sites and through direct communications that require express player consent to receive marketing materials. 

Responsible Gambling 

Responsible gambling messaging and tools is another requirement for approved iGaming sites. They must: 

• Provide awareness around responsible gambling, including directing individuals to 211 Alberta for mental health support if needed; 
• Offer tools on iGaming sites that help players set time and deposit limits; and 
• Display the AiGC logo confirming their regulated status. 

These tools and messages are a reminder for players that help is available. They also help steer players toward sites that prioritize player well-being. 

Moving Forward 

Right now, these advertising policies offer a step in the right direction. If Albertans choose to gamble online, our goal is to ensure they're doing so on sites held to clear standards—not just for how they run their games, but for how they market them as well.