Google Ads updated its gambling and games policy on April 4 to begin allowing licensed online gambling operators to advertise in Alberta ahead of the province launching regulated iGaming on July 13.
The Google policy change, detailed on the Google website, notes that entities that have been authorized by the market’s regulator, Alberta Gaming, Liquor and Cannabis (AGLC), will be permitted to run “brand awareness campaigns” until additional promotional activities become legally permissible in the province.
The Google Ads policy adds that any brand awareness campaigns must be strictly geo-restricted to within Alberta, meaning that online sports betting and online casino operators cannot disseminate Alberta-related marketing in other areas of Canada.
Leading iGaming brands have registered in Alberta
As of the time of writing, around 30 operator sites are registered for Alberta iGaming by AGLC. Operators that confirmed publicly in recent weeks that they have registered include:
- BetMGM
- BetRivers
- Caesars
- DraftKings
- FanDuel
- PointsBet
- theScore Bet
“Advertisers seeking to establish a market presence ahead of the commencement of formal wagering are required to submit valid proof of their AGLC licence application to be eligible for certification,” reads Google’s new policy. “The normal certification requirements will apply after formal wagering commences.”
Google spells out its Canadian iGaming policy
The change is similar to the one Google Ads made with respect to Ontario in March 2022, just two weeks before that province became the first in Canada to open a regulated, license-based commercial online gambling market.
In Canada, Google Ads allows advertising for lotteries, sports betting, online casinos, and fantasy sports platforms (where licensing is available). Operators of lotteries must be government-run entities or licensed by Canadian federal authorities, while sports betting, online casino and fantasy sports platforms must be licensed by the relevant province and target only that province in their Google advertising.
Alberta’s iGaming advertising standards
In an iGaming compliance guidance document, AGLC notes that it has not established specific regulatory limits or restrictions on advertising and marketing around overall volume, types of channels, or timing.
However, the regulator has set out a few broad responsible gambling-related ad standards, including stipulations that:
- Advertising and marketing materials must contain a responsible gambling message
- Advertising and marketing of gambling inducements, bonuses, and credits must only be offered on operators’ gaming sites or directly to players who have given consent to receive them
- Advertising and marketing must not target underage persons, including where carried out on behalf of an operator by a third-party marketing service
- Advertising and marketing must not be intentionally communicated to self-excluded or high-risk individuals
