Alberta iGaming Regulation is Coming: Avoid These 5 Marketing Compliance Mistakes

Multiple online betting and casino operators are busily preparing for Alberta becoming the next major regulated iGaming market. The Canadian province looks set to be the second territory in the country to introduce licensing for online gambling operators, and the expectation is that Alberta will follow a similar model to Ontario. 

For operators looking to apply for one of these new licenses, it is important to understand that regulators will not only be looking at technology and finances. They will be taking a close look at how applicants market themselves and how their affiliates and third-party partners are promoting them.

Particular scrutiny may be reserved for operators that have been in Alberta for some time, while it has been a grey market from a regulatory standpoint.

Why marketing compliance matters for licensing 

The way operators conduct their marketing efforts is proving to be a fundamental part of regulatory oversight in markets that have been regulated.

Alberta has suggested they will be using a similar model to Ontario, which became a regulated market in April 2022. What we learned from The Alcohol and Gaming Commission of Ontario (AGCO) is operators are expected to actively monitor and control their marketing channels, including affiliates and third-party partners.

For operators seeking to gain access to the Alberta iGaming market, they will need to understand their marketing ecosystem and be sure that it is not full of hidden compliance issues. 

Mistake 1: Allowing partners to promote aggressive and misleading promotions 

Third parties, such as affiliates, influencers, and marketing agencies promote bonuses and offers on behalf of operators all the time. Some of these promotions can be overly aggressive and misleading:

Common problems in promotions:

• Claims of ‘risk-free’ betting
• Exaggerating bonuses
• Hiding terms, such as wagering requirements
• Misleading suggestions of success

Having a clear understanding of how and where your marketing partners are promoting your brand is essential when seeking a license to operate in newly regulated markets.

Mistake 2: Marketing that is appealing to minors 

Typically, regulators are focused on protecting young people from being exposed to gambling adverts and promotions.

Examples include:

• Cartoon-style adverts or childish imagery (fairytales and nursery rhymes)
• Social media influencers with younger audiences
• Platforms that are frequently visited by younger people
• Promotions containing young-looking individuals

Regulators do not only focus on the marketing activities of the operators applying for licensing. Red flags can be raised by content produced by third parties that could be appealing to minors.

Mistake 3: Use of celebrities and sports stars in advertising

Gambling regulators, including those in Canada, have very strict rules on the use of celebrities, sports stars, and other public figures in any type of gambling advertising.

Often, these figures can give minors and other vulnerable groups mixed signals about gambling.

Regulators are typically interested in making sure:

• Celebrity endorsements meet regulatory guidelines
• Marketing campaigns don’t exploit fan loyalty
• Third-party partners are not using imagery without permission

These campaigns are easily identified and can harm an operator's licensing application, even if it has not taken place on their own platforms.