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Player safety has been a point of emphasis throughout Alberta’s push for regulated iGaming, but a group of University of Alberta students wants to see more from the provincial government – and Connor McDavid – before the market opens on July 13.
The Student Advocates for Public Health, a group of graduate students studying public health advocacy at the School of Public Health, recently told CTV News Edmonton that both lawmakers and the Oilers’ megastar are not doing their part to effectively shield youth from the risks of online gambling.
The SAPH’s message follows news earlier this month that athletes and celebrities may only appear in gambling advertising to advocate for responsible gambling.
However, the student group argues much more stringent measures are necessary.
“I refer to it [gambling] as a drug wrapped in a game,” master of public health student Sarah Toay told CTV News Edmonton. “People often misconstrue gambling to be different because it’s a behaviour as opposed to an actual substance. It’s still addictive, particularly for children when their brains are still developing.
“And so when you create an environment that is designed to pull them in, it doesn’t matter how many times you tell them don’t do it.… If their friends are doing it, if they see athletes doing it, if it’s there and available, they’re more likely to do it.”
SAPH Has Three Asks for the Provincial Government
As part of its mission, the SAPH urged the Alberta government to take the following actions:
- Ban all online gambling advertising from provincially regulated operators and work with the federal government to establish the same framework on a national scale
- Create more robust player protection standards, including reducing limits on betting caps
- Commit to long-term funding for data collection and Alberta-specific research
The first item on the SAPH’s list calls for an outright ban on all forms of online gambling advertising. This represents an escalation from Bill S-211, which also hopes to establish a national framework, but only to regulate sports betting ads.
Item number two seeks to significantly lower the maximum amount a player can wager on a single market. Betting caps are different from deposit limits, which players control independently through their individual online gambling accounts.
The SAPH’s final ask proposes greater funding for localized responsible gambling research and strategy. The Alberta government has stated previously that 1% of gross gaming revenue will be earmarked for social responsibility initiatives, including responsible gambling. It appears the SAPH is intent on additional and enduring commitments.
SAPH to McDavid: Stop Participating in Online Gambling Ads, Join Us Instead
Alongside its petition to the provincial government, the SAPH penned an open letter to McDavid and the Oilers requesting he discontinue his participation in online gambling ads immediately.
McDavid became a brand ambassador for BetMGM in March of 2022. Since then, he has been a fixture in BetMGM sportsbook advertising.
The SAPH hopes the Oilers’ captain will reconsider.
“Online gambling companies deliberately partner with athletes like you as it builds credibility, decreases skepticism, and entices younger audiences. The marketing strategy is not designed for people who are already betting, but instead to target and create new online gamblers,” the letter reads.
“Advertisements are designed to make online gambling seem like low-risk entertainment, even though stats show this being far from the truth. Combining your participation and exposure designed to condition and normalize harmful behaviour strengthens that system, especially for younger viewers.”
In an interview with CTV News Edmonton, SAPH member Kshef Kamran invited McDavid to switch allegiances.
“Youth, young adults really admire athletes such as Connor McDavid… but we also invite him to join our cause and be part of the solution.”
Marketing of Sporting Events Also Raises Questions for SAPH
McDavid appearing in sportsbook ads is a core concern for the SAPH, as is its potential impact on how sporting events are marketed.
Toay pointed to Oilers’ games at Rogers Place as an example.
“When you look at sporting events, while the advertisements may not be specifically (targeted) to children, sporting events are advertised as family events, so we want children and families to come and enjoy the Oilers and whatever other sports are offered. But, when you tailor the ads to that it could be open to anyone, you’re just allowing children to be advertised to, but through a back door,” she told CTV News Edmonton.
What Toay is referring to has long been taking place at pro sports venues across Alberta (and the globe, for that matter).
Whether it’s the Oilers, Calgary Flames, Calgary Stampeders or Edmonton Elks, signage for PlayAlberta – currently the only legal source for online betting in Alberta – is everywhere.
This is very unlikely to change with the arrival of Alberta’s regulated iGaming market. In fact, the presence of gambling ads will likely only grow as more private operators enter the province, expanding the number of online casinos available to players.
In other words, the content of on-air ads will change, but in-stadium ads and team sponsorships will not.
Minister Dale Nally Responds to SAPH
Dale Nally, Minister of Service Alberta and Red Tape Reduction, introduced Bill 48, also known as the iGaming Alberta Act, in May 2025.
One of his goals for a regulated system, as stated on multiple occasions, is to create a safer environment for players. He reiterated that in his response to the SAPH, while also recognizing the inherent risks involved, in an interview with CTV News Edmonton.
“We know that gambling will never be safe, but you can make it safer and you can make it more responsible,” said Nally.
Both the province and SAPH will continue pushing towards their goals with launch day looming.
