Alberta Premier Suggests Changes Coming to Curb ‘Overwhelming’ Gambling Ads

^{Danielle Smith said she’ll consult with Service Alberta Minister Dale Nally after a caller on her Saturday morning phone-in show complained of being bombarded by online gambling ads. (Image: Puffin’s Pictures/Alamy)}

Having launched just over three months ago, Alberta’s new online gaming market could already be gearing up to change its advertising rules because of consumer complaints.

During a radio phone-in show, Alberta Premier Danielle Smith said she’ll consult Service Alberta Minister Dale Nally after receiving numerous complaints about “overwhelming” online gambling ads.

On “Your Province. Your Premier.,” a regular Saturday morning radio show on the 880 CHED and 770 CHQR airwaves, where Smith fields questions from listeners, one complained about the prevalence of gambling ads in the province, texting in:

“Who do we lobby to get those gambling ads off radio and TV, we’re sick and tired of the constant bombardment!”

Smith agreed with the listener’s complaint, saying that she had received similar feedback previously about online gambling promotions being “a little overwhelming” and that she would speak to Service Alberta Minister Dale Nally, the minister overseeing Alberta’s online gambling framework, about it.

The exact details of what this discussion would entail, or if it would even lead to anything more formal, such as moves to change Alberta’s existing advertising regulations, are not clear.

Premier Points to Ottawa

However, Smith did acknowledge that the issue of the prevalence of betting commercials has become a national issue, pointing to the ongoing review of Bill S-211.

“I think it’s [saturation of gambling ads] come onto the radar of the federal government. So we’ll be monitoring to see what, if anything, comes forward, and if the federal government passes some legislation around it, because it is advertising.

“It’s kind of a CRTC [Canadian Radio-television and Telecommunications Commission] issue. It may well be that they have the regulatory heft to be able to do something about it.”

Having passed the Senate, and currently under review in the House of Commons, Bill S-211 would require the federal minister of Canadian Heritage to develop a national framework on sports betting advertising, in consultation with the provinces.

Alberta’s official position is that it opposes the bill, believing federal intervention to be an overreach. 

In a letter to Ottawa, Nally said the bill would create a two-tier regulatory system and threaten future profits, according to CBC.

Alberta’s Current Ad Rules

Having launched its legal iGaming market on July 13, Alberta already requires operators to adhere to a strict set of rules around promotions and advertising.

Licensed Alberta online casinos and sports betting sites can advertise to consumers, but cannot display casino bonuses or other similar incentives to consumers outside their own website or opted-in marketing channels such as email.

Gaming brands are also restricted from including sports stars and athletes in their commercials, unless they carry a responsible gambling message, such as Connor McDavid’s “Mullet Over” campaign with BetMGM.

Cartoons and celebrities that are likely to appeal primarily to minors are banned outright from appearing in any casino or sports betting promotions.

About 388,000 active player accounts were recorded in September, and roughly $2.89 billion was wagered from July 13 to Sept. 30, according to the Alberta iGaming Corporation (AiGC).

The AiGC website now lists over 50 sites live in the province, giving some indication of the amount of marketing activity Albertans can potentially be exposed to.

Smith suggested on air that Albertans who feel that there is too much gambling advertising at present should contact their local MP.