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Google Ads will begin allowing online gambling advertisements in Alberta. Only entities authorized by the Alberta Gaming, Liquor and Cannabis Commission (AGLC) qualify, according to an update to the company’s gambling and games policy.
The policy applies to several forms of online gambling advertising, including Alberta online casinos.
Alberta is transitioning toward a regulated online gambling market with its July launch. Google’s policy change aligns with this timeline.
Google Limits Alberta Ads to Brand Awareness Campaigns
Google said only brand awareness campaigns will be allowed during Alberta’s current transition period.
Campaigns must also be strictly geo-restricted to Alberta.
Operators must submit proof of their AGLC licence application to Google. This is necessary to qualify before formal wagering begins. The company said its standard gambling certification requirements will apply after wagering officially begins in the province.
The company announced this policy update on May 4.
Multiple Online Gambling Categories are Included
Google’s Alberta update covers lotteries, Alberta sports betting, iGaming, and licensed fantasy sports operators.
Under the policy, lottery advertising remains limited to government-run entities or operators licensed by the Canadian federal authorities. Operators in each vertical must be licensed by the relevant province and may only target users within that province.
Google’s gambling and games policy also requires advertisers to comply with local gambling laws and industry standards. This includes responsible gambling information on landing pages and avoiding targeting minors.
Advertisers Still Need Google Ads Certification
The Alberta update does not remove Google’s existing gambling advertising requirements.
Advertisers must still apply for certification. This is required before running eligible gambling advertisements through Google Ads.
The company also notes that advertisers must maintain valid licences or authorizations. This obligation continues for as long as they remain certified to advertise gambling-related content.
Alberta Market Remains Under Transition Rules
The policy update arrives during Alberta’s transition period. The province is still implementing its regulated online gambling framework.
Alberta has previously stated that operators may advertise during the registration process. They can also sign up prospective customers ahead of launch. However, operators cannot accept deposits or wagers yet. They must wait until all regulatory approvals and agreements are completed.
Alberta’s future regulated market will operate under the Alberta iGaming Corporation (AiGC), with AGLC serving as regulator.
The province has also introduced advertising and responsible gambling protocols for the upcoming market. These include restrictions around advertising to minors and prohibits professional athletes in gambling promotions.
Registration from Several Operators and Suppliers
Alberta’s regulated market is building out its operator and supplier list ahead of launch. The Google Ads update aligns with this expansion.
Currently, AGLC’s gaming registrations list has 28 registered iGaming operators along with 22 registered critical gaming systems providers. The list includes major brands such as DraftKings Casino, BetMGM Casino, and Caesars Sportsbook, alongside Inspired Entertainment provider.
For now, Play Alberta remains the province’s only regulated online gambling platform. However, Alberta’s registration list and Google’s updated advertising policy both point toward a market preparing for a broader competitive launch later this year.
