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Fraudulent online advertisements are an ongoing problem across Canada, and Alberta’s regulated iGaming market launch is likely to make the issue more complicated for players.
Dozens of licensed brands are set to advertise simultaneously. Thus, knowing how to separate a legitimate operator from a convincing scam will matter more than ever.
Earlier this month, Lotteries and Gaming Saskatchewan revealed that a brand impersonation takedown service helped identify and remove more than 140 fraudulent casino advertisements in just six months. Currently, the province has only one legal online gambling platform.
Alberta regulators are introducing a standardized trust mark to help consumers distinguish licensed gambling sites from fraudulent ones. It will appear across regulated operators’ websites, social media channels, and advertising.
Alberta Has Already Encountered Similar Scams
Fraudulent gambling advertisements are not a new issue in Alberta. AGLC told PlayCanada it remains aware of illegitimate gambling advertisements targeting Albertans:
“While we are unable to track official numbers, in 2024, AGLC launched Spot the Fraud, a campaign to bring awareness to fraudulent ads and give players tips to better recognize that a site may not be what it seems.”
In January 2024, the Alberta Gaming, Liquor and Cannabis Commission (AGLC) warned consumers about fake gambling apps and social media advertisements. These impersonated iGaming and racing entertainment centres throughout the province.
The regulator also warned that counterfeit versions of PlayAlberta had appeared in both the Apple and Android app stores. According to AGLC, interacting with those apps or advertisements could place a user’s personal information at risk.
The regulator said warning signs can include spelling mistakes, incorrect logos, and requests for financial information.
Alberta Players Will Soon Have More Brands to Navigate
For years, PlayAlberta has operated as the province’s only legal online gambling platform. It has been the single regulated destination for online sports betting and casino gaming.
That changes on July 13, when Alberta opens its regulated market to private operators.
The expansion is also becoming more visible online. Earlier this month, Google updated its gambling advertising policies to allow Alberta licensed operators to advertise through Google Ads once the regulated market launches. This creates another channel through which consumers will encounter legal gambling brands.
Instead of identifying a single legal gambling platform, players will soon encounter advertisements from operators representing more than 45 registered gambling brands. These range from major sportsbooks, such as bet365 and FanDuel, to online casino brands, such as BetMGM Casino, DraftKings Casino, and JackpotCity.
The expansion will create more competition and consumer choice. It will also make it more important for players to know how to identify regulated operators. To address that challenge, Alberta has introduced a standardized visual identifier that licensed operators must display.
AiGC Logo Will Serve as Alberta’s Trust Mark
The AiGC confirmed to PlayCanada that its iGaming logo will serve as the province’s official trust mark for regulated operators.
Every licensed operator will be required to display the AiGC iGaming logo in the footer of every page on its website. The logo must link directly to abigaming.ca for responsible gambling and mental health support resources.
For the first six months following launch, operators must also display the logo above the fold. That means it must be visible without users having to scroll.
The requirement extends beyond operator websites. Licensed operators must also display the logo on their social media landing pages and in a prominent location within paid visual advertising in Alberta.
The province has also introduced several additional advertising requirements.
All paid advertising in Alberta must carry the message: “If gambling is affecting your mental health or well-being, 211 Alberta is here to help. Call or text 211 or visit ab.211.ca.”
Operators must also display the age limit (18+) for their offering. Any advertising visible outside Alberta must clearly state that regulated products are only available to individuals physically located within the province.
“When Alberta’s regulated iGaming market launches on July 13, 2026, Albertans will have a clear and consistent way to identify operators who are playing by the rules,” AiGC said.
What to Look For and What to Avoid
The AiGC iGaming logo is the clearest indicator that an operator is participating in Alberta’s regulated market. Consumers can also look for other required elements of regulated advertising, including responsible gambling messaging and age restriction disclosures.
At the same time, AGLC’s existing warning signs remain just as relevant in a multi-operator market as they were before.
Be wary of ads with spelling mistakes, incorrect branding, and unusual requests for financial information. Remain cautious about claims that Alberta casinos operate independent online gambling platforms.
