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Among the – several – pressing topics surrounding Alberta’s regulated iGaming market launch is one lawmakers and regulatory bodies in Ontario still grapple with, some four years after going live.
Gambling ads, and their proliferation in a competitive landscape, remain at the forefront of debate in Canada’s most populous province.
While some questions, namely, what and who gambling operators can feature in advertisements, have already been answered in both regions, others, like those concerning potential betting ad volume in Alberta, linger.
The picture, at least in part, will become more clear when Alberta online casinos go live on July 13. Until then, the prevailing expectation is there will be no shortage of gambling ads coming to Wild Rose Country.
Content Restrictions Don’t Equate to Volume Restrictions
Limiting what operators could and couldn’t feature in gambling ads was an overdue correction in Canada’s first legal iGaming market.
The Ontario system officially opened on April 4, 2022, though the Alcohol and Gaming Commission of Ontario did not update the Registrar’s Standards for Internet Gaming to “prohibit the use of athletes in iGaming advertising and marketing” until February 28, 2024.
Alberta will begin its open market tenure with more strict policies in place on that front. The standard, however, isn’t much of a deterrent, if at all, towards the overall volume of gambling advertisements.
After the AGCO enacted its ban on athletes and celebrities, betting ads remained highly visible in Ontario.
Alberta, even in its current state, is no different. Bettings ads for the government-operated PlayAlberta are plastered all over the province’s professional sports teams and arenas.
That level of visibility – and volume – will likely only increase with new operators vying for their piece of the market pie.
What Types of Ads Are Coming to Alberta?
Based on what’s happening in Ontario, there is a general blueprint for what could be coming ad-wise to Alberta.
Most messaging will come through traditional formats such as television, radio, billboards, bus stops and venue sponsorships/signage, as well as digital channels like social media and podcast spots.
All of these ads, regardless of medium, centre around brand awareness. TV commercials, for example, will commonly showcase operator imagery, available features, app download instructions and general licensing messaging.
Believe it or not, athletes and celebrities have still graced many of these gambling advertisements in Ontario. How? Famous faces can appear in such ads as long as they promote responsible gambling.
So, fair warning to Albertans, expect to see plenty of ads for BetMGM‘s “Make It Legendary” campaign, starring Emmy- and Golden Globe-winning actor Jon Hamm.
Non-Hamm commercials will likely involve online casino operators advertising their game selections, mainly slots. Again, this is the norm in Ontario.
Bill to Regulate Sports Bettings Ads in Ontario Gaining Momentum
In May 2025, Ontario Sen. Marty Deacon sponsored a bill to establish a national framework to regulate sports betting advertising.
That piece of legislation, Bill S-211, has passed the senate and is currently in second reading at the House of Commons.
The Bill, as Deacon told CBC News, is merely a compromise and she would greatly prefer a full ban on all forms of betting advertising.
While a ways away from anything concrete, the development is still notable for iGaming regulators, operators and players in Ontario and Alberta, alike.
It’s possible that gambling ads will one day follow the likes of Joe Camel, but certainly not before Alberta goes live on July 13.
Alberta’s Ad Landscape Shaping Up Like Ontario’s
Judging by the available lot of information, it’s reasonable to anticipate a healthy dose of gambling ads in Alberta.
The impending influx will be something to monitor, especially in reference to how the early days in Ontario played out.
Now, Ontario has shown that legislation can change, but that requires time. It took nearly two years for the AGCO to step in and limit how celebrities and athletes appear in gambling adverts.
In Alberta’s case, there will be developments and concerns that reveal themselves only once the market opens, and the Alberta Gaming, Liquor and Cannabis Commission will be prompted to act accordingly, but for now, it seems the province is content to follow its predecessor’s lead.
