Alberta is on the verge of shaking up its gambling landscape with the introduction of Bill 48. Officially titled the iGaming Alberta Act, the legislation has already cleared its third reading and now awaits Royal Assent.
While the Alberta online casino market itself isn’t live yet, key provisions have already been activated through an Order in Council, paving the way for a launch modeled closely after Ontario’s iGaming success story as early as 2026.
For operators, affiliates, and advertisers, the biggest question isn’t just when the market will open, but how Alberta will regulate gambling advertising. Ontario’s approach to promotions, responsible gambling messaging, and brand visibility set important precedents.
Now, with Alberta following a similar path, stakeholders are watching closely to see whether the province will mirror Ontario’s strict advertising standards or carve out a more flexible model that could reshape how gaming brands connect with players.
Plans to Launch an Ontario-Style Regulated iGaming Market in Alberta Underway
Canadian federal laws state that all gambling on Canadian soil is under the management of provincial governments. In reality, this means each province has the power to decide how it offers, regulates, and advertises sports betting and casino gaming within its borders.
Ontario was the first Canadian province to open its competitive iGaming market in April 2022. Since then, private Ontario online casino operators have been offering their products and services under a valid AGCO license and within the watchful eye of iGaming Ontario. Alberta plans to follow suit with a regulated online market. Private operators like PlayOJO and Stake will join Alberta’s gambling landscape within the first couple months of 2026.
Unlike Ontario, Alberta has not yet revealed how it will handle key aspects of the market — most notably, the rules around advertising and player incentives. Industry stakeholders are watching closely, as these rules will determine how attractive Alberta’s market will be for operators and players.
Ontario’s Bill 126 Tightens Gambling Advertising and Marketing Rules
Alberta legislators have been pretty vocal about following Ontario’s lead in how it regulates its iGaming market. For instance, Ontario established iGaming Ontario to oversee the day-to-day operations of the iGaming market. In a similar fashion, Alberta has set up the Alberta iGaming Corporation — one of the few sections of Bill 48 that is already in force.
If Alberta continues to follow Ontario’s framework, strict advertising limits may be in Alberta’s horizon. In Ontario, operators cannot promote bonuses, credits, or inducements to the public. Also, marketing material has to be carefully crafted to not appeal to minors, vulnerable groups, or high-risk individuals.
This includes steering clear of themes, language, or even public figures that appeal to such individuals. While advertising is still allowed in Ontario, it’s restricted to only truthful content that doesn’t promote gambling as risk-free or free, unless that’s genuinely the case.
Industry experts believe Alberta will adopt similar restrictions to prevent the kind of gambling ad overload that happened in Ontario’s early days of market expansion. Whether Alberta goes for the same rules or does something different, advertising will be a big part of how the province’s iGaming market is received by players and the public.
Gambling Advertising Overload Threatens Alberta’s iGaming Rollout
As Albertans and industry stakeholders ready themselves for Alberta’s iGaming market launch, concerns about the extent of future gambling advertising rules are already taking shape. Ontario’s experience stands as a warning: While the province has attracted international operators and more players, the deluge of commercials and promotions has drawn fire from the public, policymakers, and responsible gambling advocates.
In the US, similar issues have emerged over the years. Since sports betting expanded in 2018, advertising has flooded TV and digital platforms to the point where viewers and even lawmakers are frustrated. Analysts warn that this “ad overload” continues to erode support for online casinos, which are still far behind sports betting. The lesson is clear: Too much marketing can erode public trust and slow down legislative momentum.
For Alberta, which hopes to launch its regulated iGaming market, finding the right balance will be key. Operators will want to advertise to build brand awareness and compete for players, but an open-ended approach could damage the market before it gets going. Advertising fatigue irritates consumers and risks political backlash when provincial leaders are still shaping the industry.
Ontario implements strict rules around gambling advertising content, inducements and audience targeting. If Alberta mirrors this model, we should expect similar measures, which will limit the risk of oversaturation while showing commitment to responsible gambling. If the industry resists tighter advertising limits, other jurisdictions have shown that ignoring public sentiment on advertising is a self-inflicted wound.
Alberta’s challenge will be to grow the market sustainably — without letting aggressive marketing suffocate the long term.
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