New rules for regulated online gambling market
Alberta’s government says it is moving to create a safer, regulated online gambling market, with new requirements aimed at player protection and restrictions on advertising to minors.
The province says unregulated online gambling is already widely available, with some providers operating with limited or no player protection measures. Citing recent survey data, Alberta estimates unregulated operators currently capture about 70 per cent of the province’s iGaming market.
Service Alberta and Red Tape Reduction Minister Dale Nally said the province has a responsibility to regulate online gaming and hold private providers to high standards, particularly to protect young people.
“For Albertans who choose not to gamble, the best option is to not start,” Nally said in a statement. “With unregulated iGaming widely available in our province, it is our responsibility to step in, regulate the market, and hold private providers to the highest standards to protect Albertans, particularly our youth.”
Under the planned framework, regulated iGaming providers will be required to prioritize social responsibility and player protection, the government said. The province also plans new advertising rules that would prohibit promotions targeting minors and ban the use of professional athletes to promote gambling.
Alberta said player-protection measures would be introduced at the launch of the regulated private iGaming market later this year, including system-wide self-exclusion and tools allowing players to set financial and time-based limits.
Operators would also be required to provide gaming activity statements and intervene when signs of problematic gambling behaviour emerge, the province said.
The Canadian Gaming Association welcomed the move.
“The Canadian Gaming Association (CGA) and its members commend the Government of Alberta for implementing measures to protect its residents through the establishment of an expanded regulated iGaming market,” said Paul Burns, the association’s president and CEO.
The province said creating a regulated market would also allow Alberta to recover revenue it says is currently going to unregulated gambling sites. Private operators will be able to review the planned regulations before deciding whether to enter the Alberta market.
Alberta currently operates one legal, regulated online gaming platform, PlayAlberta, which is run by NeoPollard Interactive under the direction of Alberta Gaming, Liquor and Cannabis.
The province said PlayAlberta generated $275 million in net sales over the past year, up $35 million from 2024-25. Survey data suggests it captures roughly 23 to 32 per cent of the total market, the province said.