Alberta Outlines Casino Advertising Rules Before Launching iGaming Market

Alberta’s gambling regulator has updated the rules for how land-based casinos promote gambling products prior to the province’s legaliGaming market launch on 13 July.

The Alberta Gaming, Liquor and Cannabis Commission (AGLC) improved its Casino Terms & Conditions and Operating Guidelines, adding that casino facility licence holders must “not advertise or offer inducements on behalf of a registered iGaming operator.”

The change aligns advertising standards for traditional casinos with those applying to new commercial online gambling operators in the market. Hence, promotions like sign-up bonuses, free bets, credits and other incentives can only be displayed on an operator’s own website or mobile platform.

The approach closely mirrors Ontario’s regulatory model, which has been in place since the province launched its online gambling market in 2022.

Promotional Offers Restricted To Operator-Owned Channels

Ontario’s system prevents operators from advertising promotional offers through mass-market channels and requires players to visit operator platforms before viewing sign-up incentives.

Alberta has adopted a similar position as part of wider consumer protection measures for  the market launch. The regulator believes restrictions on advertising and self-exclusion systems support player protection obligations while keeping the marketplace competitive.

AGLC also clarified that land-based casinos will not be permitted to use Alberta’s Winner’s Edge retail rewards programme to promote sportsbook or iGaming products. Play Alberta is currently the province’s only regulated gambling platform. This exclusivity will end when the commercial market officially opens next month.

Revenue Opportunities Open For Land-Based Casinos

The province expects the expanded iGaming market to generate CAD75m in revenue during the 2026-27 fiscal year, rising to CAD109m by 2028. Part of the proceeds will be directed towards responsible gambling initiatives and First Nations communities.

A major objective of the new framework is to channel gambling activity away from offshore operators into regulated platforms under provincial oversight. The model also creates opportunities for land-based casinos to work with registered iGaming operators through retail sportsbook partnerships.

Casinos participating in sportsbook operations will retain 75% of net gaming revenue generated through those activities.

Government Favors Open Market Participation Model

Alberta officials have stressed that participation in the online gambling market will remain voluntary. 

“We want to see as many land-based operators in Alberta participating in the online space. But we do not want to mandate revenue-sharing partnerships between online casinos and land-based facilities,” said Alberta iGaming minister Dale Nally.

Speaking at SBC Summit Canada 2026, Nally reinforced this position. “There would not be any open market if one forces online operators to link themselves to land-based casinos.” 

The approach differs from several US jurisdictions where online operators are often required to partner with tribal or land-based casino operators before entering the market. Alberta has instead opted for an open-market framework to encourage competition while maintaining regulatory oversight.

More than 40 iGaming operators have already registered ahead of launch. Several First Nations-owned casino operators have also indicated plans to participate, reflecting Alberta’s plans to combine strict regulation with a competitive landscape. 

Alberta has outlined updates to its advertising rules for land-based casinos prior to its market launch. The provincial regulatory body, AGLC, is aligning the standards for traditional venues with that of online platforms. This model is quite similar to Ontario’s and aims to drive activity from offshore sites to regulated operators.