Alberta is preparing to open its regulated iGaming market and is imposing immediate restrictions on bonus promotions. Ahead of the launch of the regulated gambling market scheduled for 13 July 2026, the Canadian province has established new rules to prevent the public communication of incentives, credits, and promotional offers linked to online gambling.
The new provisions do not remove the possibility for operators to offer promotions to players, but they strictly limit the channels through which those incentives can be communicated. iGaming bonuses and credits will therefore not be allowed to be advertised freely on public or general channels, but only in authorised contexts, such as the operator’s website or through direct communications to players who have given express and informed consent.
The decision comes at a delicate time, as Alberta is finalising its regulatory framework for online gambling, with the aim of opening up the market to registered operators whilst maintaining strict controls on advertising, consumer protection, and responsible gambling.
What the rules say about iGaming bonuses
The most relevant legal basis is found in the Gaming, Liquor and Cannabis Amendment Regulation (AR 2/2026), published in the Alberta Gazette and by the King’s Printer. It introduces specific rules for iGaming advertising.
New section 34.7 provides that advertising must meet a series of requirements: it must not be directed at minors, it must not be misleading, and it must comply with Schedule 1.1. That Schedule is the core of the new bonus restrictions.
Under Schedule 1.1, advertising must not communicate gambling inducements, bonuses, or credits. However, two exceptions apply: communication may take place on the operator’s iGaming website or through advertising directed at an individual player, provided the player has given consent.
The same Schedule also affects how offers must be presented. Terms, conditions, and limitations must be communicated clearly. In addition, an offer cannot be described as “free” if it is not genuinely free, nor presented as “risk-free” if the player must risk their own money or suffer losses. The rules, therefore, do not ban every form of promotion but seek to reduce the impact of aggressive messaging, particularly messages that may give a distorted impression of the risks associated with gambling.
Bonuses allowed, but only through permitted channels
The iGaming FAQ document published by the Alberta Gaming, Liquor & Cannabis Commission (AGLC) confirms this practical interpretation. Inducements, such as bonuses, promotions, and special offers, are permitted only if they appear on the operator’s website or are sent directly to players who have given express and informed consent.
This clarification helps prevent an overly broad interpretation of the measure. Alberta is not saying that operators will be unable to use bonuses in the new iGaming market. It says the public promotion of those bonuses will be heavily restricted ahead of the launch of the regulated market.
The launch of the regulated market on 13 July 2026
The key date remains 13 July 2026. According to the iGaming registration guide published by AGLC, from that day, operators will be able to run legally registered iGaming platforms in Alberta after completing the application, paying the required fees, and entering into an agreement with Alberta iGaming Corporation.
The new framework separates institutional roles. AGLC remains the regulator, while Alberta iGaming Corporation is the body responsible for developing, organising, conducting, and managing online lottery schemes on behalf of the provincial government.
Responsible gambling and operator oversight
The advertising rules form part of a wider compliance and consumer protection framework. AGLC’s Standards and Requirements for Internet Gaming provide for obligations relating to responsible gambling, risk controls, self-exclusion, limits, and information to be included in marketing materials.
One particularly important aspect concerns self-excluded players. Once self-exclusion has been notified to the operator, the operator must also cease marketing communications to that player. This detail confirms the province’s objective: to open the market while avoiding commercial competition from turning into excessive promotional pressure on more vulnerable consumers.
A cautious line before opening
Alberta’s decision shows a cautious approach to the launch of regulated iGaming. The Canadian province wants to allow registered operators to enter the market, but does not want the debut to be accompanied by an advertising race based on bonuses, credits, and aggressive offers.
For operators, it will therefore be essential to promote the brand, but the communication of incentives must remain within clearly defined limits. Meanwhile, the market will open with a strong focus on transparency, responsibility, and player protection.
This article was originally published on the Italian SiGMA News page on 25 June 2026.
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