Alberta’s regulated iGaming system has been in operation for a month now, and with more than 20 registered sites allowed to operate in the province, the ads promoting online gambling seem to be everywhere — on billboards, the sides of buses, on television and social media.
The sheer volume of those ads is a concern to some addictions specialists who worry about the harm they could be causing for problem gamblers — especially young people.
“Adolescents are developmentally vulnerable and at risk of developing things like substance use disorder and (other) harms from gambling,” said Dr. Shawn Kelly, an adolescent addiction medicine specialist with the Canadian Society of Addiction Medicine.
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“Their brains are not the same as young adult brains and we can’t simply educate them out of this sort of behaviour,” Kelly added.
He wants more restrictions on how much online gambling advertising is permitted.
University of Alberta marketing professor Katie Mehr said the huge number of ads is a result of companies trying to keep up with their competitors.
“If there are a couple of companies that are big players here and one of them is doing advertisements everywhere, the others feel like they have to to make sure they don’t lose out,” Mehr said.
In a statement to Global News, the minister responsible for the Alberta Gaming and Liquor Commission, Dave Nally, said the province has “strict advertising rules” that “prohibit operators from using professional athletes and celebrities to encourage people to place bets.”
“They cannot target youth or those experiencing gambling harm,” said Nally, who added, “If further action is needed to protect Albertans, we’ll look into potential next steps.”
The provincial government expects online gambling to provide a $76 million boost to provincial coffers in the first year of operation, with one per cent of gross online gambling revenue being set aside to spend on problem gambling programs, resources and treatment.
–with files from The Canadian Press.
When you are watching sports nearly every ad is about a gambling app. You can even gamble on game apps now that used to be just for fun. They make it sound so easy to win that a lot of people will find themselves in deep debt because they won’t have any money left to pay their bills
Play Alberta is a huge scam. They just steal your money because there really is no chance of winning. Let them waste their money on ads because I think they’ll soon be out of business anyways. People just need to see how much a scam those sites are and they will stop playing. Definitely stay away from Play Alberta!
I agree. They ARE a problem, a big problem. And annoying.
Girth Brooks so we should stop everything, ie cars, bikes, alcohol, sugar, coffee, butter, etc. because someone might get the idea to purchase butter? Is Weight Watchers going to want potato chip ads cancelled too because someone on a diet may get emotional? Take responsibility for yourself and quit blaming others.
It’s like this in Ontario too, every casino has their own app now, on top of the ojos, and the sports betting… why even have the olg anymore?
“ads promoting online gambling seem to be everywhere — on billboards, the sides of buses, on television and social media.”
Yep, I’ve seen boatloads of these, downloaded zero apps. If the weak-minded can’t ignore an ad, that’s on them. The province even offers help to these sad sacks on every ad.
Geoff
August 6, 2026 at 8:26 pm
How weak minded can you be if you are convinced to gamble from a stupid ad. Get a grip.
Geoff, it’s obvious you don’t know how advertising works. Ever wonder why the advertising budgets of companies are so large? Because advertising works.
The UCP and gambling sites couldn’t care less about their constituents and customers. 1% of gross gambling revenue to be set aside for gambling addictions; less than a million dollars. In the meantime, families are being shattered, homes and vehicles repossessed, and lives destroyed. All so corrupt politicians and corporate CEOs can line their pockets on the backs of the common people.
You have to be a grownup and choose not to gamble then. The world is not your safe space snowflakes.
It’s not just Alberta it’s all of Canada I’m sooo tired of seeing gambling ads like it drives me insane
There you go D Smith , you greedy b. Stop that instead of stealing from the first nations land.👿😈👿😈👿😈👿
Hence the purpose of ad.
How weak minded can you be if you are convinced to gamble from a stupid ad. Get a grip.