Google Ads updates gambling policy to allow Alberta operators ahead of regulated iGaming launch

Google Ads has updated its gambling policy to allow licensed online gambling operators to advertise in Alberta ahead of the province’s regulated iGaming launch on July 13.

According to details published on Google’s policy page, operators authorized by the provincial regulator, the Alberta Gaming, Liquor and Cannabis (AGLC), will be permitted to run “brand awareness campaigns” in advance of full commercial wagering becoming available.

The policy specifies that these early-stage campaigns must be strictly geo-restricted to Alberta. This means online sports betting and casino operators are prohibited from targeting audiences in other parts of Canada with Alberta-related advertising.

Roughly 30 operator websites have already registered with AGLC for entry into Alberta’s iGaming market. Among those that have publicly confirmed registration are BetMGM, DraftKings, FanDuel, Caesars Entertainment, BetRivers, PointsBet, and 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,” Google’s new policy states. “The normal certification requirements will apply after formal wagering commences.”

The approach mirrors Google’s earlier policy adjustment for Ontario in March 2022, shortly before the province launched Canada’s first fully regulated, competitive online gambling market.

In Canada, Google permits advertising for lotteries, sports betting, online casinos, and fantasy sports platforms, but only where operators are properly licensed. Sports betting and casino operators must also restrict advertising to the specific province in which they are authorized.

The AGLC, in its iGaming compliance guidance, stated that it has not imposed strict limits on advertising volume, timing, or channel selection. However, it has issued broad responsible gambling guidelines that operators must follow.

It requires gambling advertisements to include responsible gambling messaging and to ensure that any inducements, bonuses, or credits are only promoted on operators’ own platforms or directly to users who have given consent to receive them.

Advertisements must not target minors, including when marketing is carried out through third-party services, and they must also not be directed at individuals who are self-excluded or identified as high-risk.