(AsiaGameHub) –   Starting May 4, 2026, Google has updated its advertising policy to permit gambling promotions in Alberta, but only for operators licensed by the Alberta Gaming, Liquor and Cannabis Commission.

This update occurs just months before the province’s regulated online gambling market is set to go live on July 13.

Initially, advertising will be limited to brand awareness campaigns, with tighter restrictions on promotional activity until further regulatory expansion. All ads must be geo-targeted exclusively to Alberta, and operators seeking early certification must provide proof that they have applied for a licence.

The new gambling regulations apply only to lotteries, sports betting, online casinos and fantasy games, where the province has approved the games; otherwise, all regulations will also apply to those gaming activities when conducted by authorized agencies in Alberta. In addition to prohibiting advertising by lottery agencies (federally and provinceally appointed agencies), only authorized entities in the province that have received an AGLC license (or equivalent) may advertise online gambling services.

The launch of online maximum betting in Alberta will put an end to Play Alberta’s monopoly on the online gambling industry in that province. The launch of the regulated online gambling industry will take place on July 13 of this year and will create a more balanced and regulated online gambling industry than has previously existed in Alberta.

Alberta will be the second Canadian province to launch regulated online gambling and create a new licensing framework for private operators to enter into, following Ontario’s regulated online gambling market. By providing Canadians access to a regulated environment for online gaming, Alberta hopes to redirect the billions of dollars currently spent on online gaming to the province’s economy.

In addition to player protection measures, all operators in the Alberta online gambling marketplace will be required to obtain accreditation from the Responsible Gambling Council of Canada (RG Check) before operating online. As part of the accreditation process, all operators are required to meet strict requirements related to deposit limits, self-exclusion, cooling-off periods, employee training, and advertising practices, including prohibiting the targeting of minors and vulnerable persons.

Many of the well known players in the global online gambling industry are already expressing interest in entering Alberta’s newly regulated online gambling market, with operators such as BetMGM, Caesars, DraftKings, and Rush Street Interactive confirming plans to enter into Alberta’s online gambling market by the summer of 2024.