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It was on the side of the road in north Edmonton, only a five-minute drive from Alberta Gaming, Liquor and Cannabis’s headquarters.
A billboard displayed an ad for Betty, an Ontario-based iGaming site, with the tagline: “Curious?”
Betty has received its provisional approval to operate in Alberta when the province opens its regulated iGaming market on July 13. But it is getting ahead of the curve by already promoting itself heavily to potential Alberta clients.
On Betty’s website, you’ll find the “Alberta Launch Giveaway” with a grand prize of $100,000 to be given away on July 21.
As Alberta online casinos and sportsbooks approach launch, dozens of approved operators are already advertising aggressively while navigating strict marketing rules set by the AGLC.
Operators Can Advertise Before Alberta’s iGaming Launch
While the market does not open until July 13, there are more than four dozen platforms that have received provisional approval from the AGLC to operate, and it’s a healthy mix of big international players such as 888 Poker and Bet365, to newer Canadian brands like Betty, to Alberta start-ups like the River Cree casino app.
All of these pre-approved operators are free to advertise, as long as their promotions don’t break the AGLC rules.
“Prior to July 13, once operators have registered with AGLC, including paying all appropriate fees and completing their operating agreement with the Alberta iGaming Corporation, they may begin advertising within the province,” said Lynden McBeth, a spokesperson for AGLC. “Operators may highlight that players can now sign up for their platform, however, they cannot take deposits until launch.”
What rules do these advertisers have to follow, before and after July 13? These are the big three commandments:
- Not be intentionally communicated to self-excluded or high-risk individuals;
- Not be directed at a minor, or include an individual who is or appears to be a minor;
- Be truthful and must not mislead or misrepresent products.
Alberta iGaming Advertising Rules Include Bonus and Celebrity Restrictions
If a bonus or credit is offered in advertising, all of the terms and conditions have to be disclosed. So, if the chance to win a $100,000 jackpot requires a minimum deposit, that has to all be somewhere in the ad.
In no way can “free” be used in the wording if, in fact, what is being offered is not free.
As well, celebrity athletes can only be used in advertising if they address responsible gambling. In its advertising aimed at the Ontario market, BetMGM had NHL superstar Connor McDavid appear in a series of ads promoting responsible gambling and staying within one’s spending limits.
As McDavid is the captain of the Edmonton Oilers, a similar ad campaign would be great for the Alberta market and would be allowed under AGLC rules.
Legal Experts Urge iGaming Operators to Keep Strong Compliance Records
The law firm Gowling WLG issued a tipsheet for iGaming operators entering the Alberta market.
When it comes to advertising, Gowling advised that “Alberta’s marketing rules are written in a way that will reward strong evidence trails. Think version-controlled marketing policies, documented approval workflows, and auditable consent states for inducement marketing.”
