The Alberta Gaming, Liquor and Cannabis Commission (AGLC) has set the rules for how land-based casinos in the province can participate in promoting online gaming products. This comes ahead of Alberta's regulated iGaming market launch in July.
iGaming Promotion Rules for Casinos in Alberta
Alberta is getting ready to launch a regulated iGaming market in July 2026. This will make Alberta the second province with a regulated market in Canada. Ontario launched its regulated online gambling market in April 2022.
Interest in participating in the regulated market is high, with 50+ operators already registered with the AGLC and ready to enter Alberta's market with licensed Canada online casinos.
Alberta regulators want to establish clear boundaries between online gambling promotions and retail casino operations, while still encouraging participation from existing gaming stakeholders. The AGLC has set iGaming promotion rules for Alberta casinos. These new rules establish clear marketing expectations for licensed operators while promoting responsible play.
AGLC Advertising Framework for Casino Promotions
The updated AGLC standards include information on how casinos can market online gambling products while still maintaining safeguards for responsible gambling. The new framework states that Alberta casinos can promote online gaming brands at their retail establishment, but there are a number of restrictions on how it works.
The most significant update in the standards is keeping retail and online gambling separate. Alberta casinos are not permitted to link Winner's Edge, the retail casino loyalty program, to online gambling promotions.
The update states that operators cannot tie the Winner's Edge rewards program to sportsbook promotions, online casino bonuses, or other iGaming incentives.
Alberta has taken several concepts from Ontario's regulated online gambling model. It wants licensed operators to compete within a regulated market while avoiding promotional products that could encourage excessive gambling. The new regulation guidelines also ensure that users clearly understand when they are interacting with a regulated online gambling operator.
The AGLC's updated standards form part of Alberta's aim to move existing online gambling activities away from offshore websites and into licensed Alberta online casinos that will provide stronger protection for customers.
AGLC Rules for Advertising iGaming Bonuses
- Licensed operators will not be allowed to advertise gambling inducements, bonuses, and promotional credits through public channels such as television, radio, billboards, social media, and other mass-market advertising.
- Operators may only promote bonuses on their own websites or through direct communications with players who have opted in to receive them.
- Players must have access to a clearly visible option allowing them to withdraw communication consent at any time.
- Advertising may not target minors under any circumstances. Operators cannot use images, themes, cartoons, celebrities, influencers, or any other content that would appeal to children.
- Gambling advertisements cannot appear near schools or locations primarily for youth.
- Physical and digital advertisements are prohibited where most of the expected audience consists of minors.
- Active or retired athletes can only be used in advertising and marketing for the exclusive purpose of advocating for responsible gambling practices.
- Advertising and marketing materials cannot promote gambling as a financial investment, encourage play as a means of recovering past gaming or other financial losses.
- Advertising and marketing material cannot imply that chances of winning increase the longer a customer plays or the more they spend.
- Advertising cannot imply that skill can influence the outcome of chance-based games.
- Operators must not send advertising, marketing materials, or communications to any self-excluded plaeyrs for the duration of the self-exclusion period.
AGLC Can Order Non-Compliant Advertisments Be Removed
The advertising framework allows the AGLC to enforce the rules and hold power over licensed operators. If the regulator determines that an advertisement violates its standards, it can order the operator to remove or modify it. This applies to advertisements across multiplie platforms to ensure that responsible gambling practices are adhered to.
Operators that fail to comply with the advertising rules, could face additional regulatory action.
Land-Based and First Nations Casinos Integration
Alberta's iGaming market will have a competitive market structure and online operators can enter independently and are not required to secure agreements with land-based casinos. Alberta is still, however, encouraging land-based casinos and First Nations casinos to participate organically.
It is believed that land based venues can benefit from the regulated iGaming market, but the government wants them to participate naturally rather than being mandated to do so.
Alberta's iGaming Market to Launch in July
The upcoming regulated Alberta iGaming market has attracted a lot of attention. Reports indicate that 30+ operators have registered with the AGLC and includes well-known online casinos and sportsbook brands that already operate in Ontario and other regulated jurisdictions.
As the launch day fast approaches, regulators are continuing to refine the operational standards, and operators are preparing to enter the new market. The clear promotional rules are another step in creating a competitive and regulated market in Alberta.
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