Google Ads has updated its gambling policy to permit licensed operators to run advertising campaigns in Alberta ahead of the province’s regulated iGaming launch on July 13, according to the official Google policy update.

Brand Awareness Only And Strict Geo Rules

Only operators authorized by Alberta Gaming, Liquor and Cannabis are eligible, and for now campaigns are limited to brand awareness. Full promotional activity will become available after the market officially opens.

All advertising must be strictly geo-targeted within Alberta. Operators are not allowed to promote Alberta-related offers in other Canadian provinces.

Around 30 operators have registered with AGLC ahead of launch. Among those publicly confirmed are BetMGM, DraftKings, FanDuel, Caesars, PointsBet, BetRivers and theScore Bet.

Advertising Requirements And Restrictions

To run ads, companies must provide proof of their AGLC licence application, as outlined in the Google Ads gambling and games policy. Standard certification requirements will apply once wagering goes live.

AGLC does not impose strict limits on ad volume or channels, but sets general compliance rules:

  • ads must include responsible gambling messaging
  • bonuses and incentives can only be promoted on operator sites or via opt-in users
  • advertising must not target minors
  • self-excluded and high-risk individuals must not be targeted

The update follows a similar rollout model used in Ontario in 2022, when Google opened ad access shortly before the regulated market launch.

Related News:

What do you think?
Super
0
Super
Like
0
Like
Neutral
0
Neutral
Sad
0
Sad
Skeptical
0
Skeptical