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Alberta’s government has reaffirmed its commitment to launch a competitive iGaming market with the release of its framework and by opening registrations to interested operators and providers.
The latest iGaming standards answer many of the questions left open when Alberta legislators passed Bill 48—now the iGaming Alberta Act— on May 15, 2025. Among those questions are the rules Alberta online gambling operators must follow. These rules govern how operators can promote themselves to customers.
Alberta’s Advertisement and Inducement Rules Mirror Ontario’s Regulations
On January 14, 2026, Alberta’s provincial government announced its iGaming framework via press release.
According to the release, private operators registered with the Alberta Gaming, Liquor, and Cannabis (AGLC) Commission must make player protection and social responsibility the central focus of their operations. Interestingly, many of the province’s iGaming ground rules are clearly from the Ontario playbook, especially the advertising rules.
For example, Alberta’s iGaming advertising regulations ban athlete and celebrity-led endorsements and require Responsible Gambling (RG) messaging. These rules closely mirror Ontario’s approach.
Likewise, blanket sign-up offers sent to the general public aren’t allowed. The rules also restrict the use of themes, cartoon figures, symbols, or languages intended to appeal to minors and vulnerable groups.
Operators must also not display gambling ads on billboards. These include billboards that are “directly adjacent” to schools or places “primarily oriented” to under-18s. All advertising and marketing materials within Alberta must include RG messaging.
Like Ontario, regulated operators in Alberta can only promote bonuses on their own sites and to opt-in customers. It’s the same move we saw Ontario use to limit the role of affiliates. This provision, in particular, aligns with ongoing federal discussions on limiting sports betting ads in Canada.
As in Ontario before its iGaming market launch in April 2022, only fully licensed private operators will be able to advertise to opt-in customers and accept account sign-ups. Operators must also pay all required fees before advertising.
No False Promises: Operators Must Remain Honest
To promote transparency, Alberta’s new Internet Gaming Standards require operators to be clear and honest. For example, Alberta residents should truly enjoy a free bonus as promoted on the site. This means operators must not hide fine print that requires a deposit to activate the offer.
The new rules also require being upfront with bonus-related ads. It’s a welcome change for anyone who has dealt with vague and predatory bonus details at many offshore sites.
Further, the AGLC can order iGaming companies to edit or pull any ad “in the interest of ensuring integrity and social responsibility in advertising in relation to iGaming activity.”
Alberta Continues to Inch Closer to Market Launch
Alberta has taken commendable steps toward establishing an iGaming framework that prioritizes player protection. For operators hoping to gain an edge in the market, the key will be finding the right advertising balance. This includes clearly showing what Albertans can expect in the free market while providing the responsible-play information and help resources for players.
It will be interesting to see how these advertising rules and other regulatory details are finalized as Alberta moves closer to launching a regulated iGaming market.
