Alberta Sets Strict iGaming Advertising Code Ahead of Market Launch, Aligning with Ontario Model

Alberta officials had previously indicated that the province would mirror Ontario’s approach to regulating online gambling advertising, and the latest update from the regulator confirms a broadly consistent model focused on consumer protection and limiting promotional intensity.

The Alberta Gaming, Liquor and Cannabis (AGLC) has confirmed that nearly 50 operator websites are already registered and approved to enter the new competitive market, where they will operate alongside the province’s existing Play Alberta platform.

In guidance issued on 18 June, the regulator outlined expectations for how licensed operators must conduct advertising and marketing activity. The rules closely align with Ontario’s established iGaming framework, including significant restrictions on promotional content.

Among the key provisions are limits on the advertising of bonuses and promotional offers, as well as constraints on the use of athletes, celebrities and other public figures in marketing campaigns.

The approach reflects a wider policy direction aimed at reducing aggressive acquisition tactics while encouraging a more controlled, compliance-led advertising environment as private operators enter the market for the first time.

With Alberta preparing to open its regulated online sports betting and casino sector, the advertising rules are seen as a central pillar of the province’s strategy to balance commercial competition with responsible gambling safeguards.