Alberta Restricts Advertising of iGaming Bonuses

New Rules Limit Public Bonus Advertising

Alberta will launch its regulated iGaming market on 13 July 2026. Before that happens, the province has introduced new rules for gambling advertising. The biggest change affects bonuses, credits, and special offers. Operators may still give these rewards to players. However, they cannot advertise them through public channels.

Instead, bonuses may only appear on an operator's own website. Operators may also send offers directly to players who have agreed to receive them. The decision shows Alberta's careful approach — allowing bonuses while limiting public advertising.

What the New Rules Say

The changes are part of the Gaming, Liquor and Cannabis Amendment Regulation (AR 2/2026). The new rules set clear limits on gambling advertisements. Ads must not target people under the legal gambling age. They also must not include false or misleading claims.

The rules also explain how operators must present bonus offers. Every offer must clearly show its terms, conditions, and any limits. An operator cannot call an offer "free" unless it truly is free. It also cannot call an offer "risk-free" if players could still lose money.

Bonuses Are Still Allowed

The new rules do not ban bonuses, they only limit where operators can promote them. Operators may still share bonus offers in approved ways, including:

• On their own website.

• Through direct messages to players who have given consent.

Market Opens in July

The regulated market will open on 13 July 2026. From that date, approved operators may legally offer online gambling in Alberta. Before opening, each operator must register, pay the required fees, and sign an agreement with the Alberta iGaming Corporation.

Meanwhile, the Alberta Gaming, Liquor and Cannabis Commission will continue to oversee the market and enforce the rules. The wider system also supports responsible gambling. Operators must stop sending marketing messages to players who have chosen self-exclusion.

Alberta Takes a Careful Approach

Alberta wants to grow its online gambling market without increasing pressure on players. The new rules allow businesses to compete — while keeping bonus advertising under tighter control.

Nevertheless, operators may still promote their services through approved methods. Beyond that, every offer must be clear, honest, and easy to understand. Hence, the new rules could shape how companies advertise when the market opens. Players may still receive bonuses — but public promotion of those offers will stay limited.