Alberta legalizes online gambling Monday, becomes second province to open market
Private operators enter regulated iGaming market with new rules on advertising, especially around athlete endorsements.
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Alberta will open its doors to private online gambling operators on July 14, marking a major shift in how the province regulates digital gaming and sports betting.
The move, enabled through Alberta's new iGaming Act, creates a regulated market for private operators and makes Alberta only the second province after Ontario to legalize commercial online gambling platforms. The government estimates the "grey market" currently accounts for roughly 70 per cent of online gambling activity in the province.
Under the new system, Albertans will be able to place bets on recognizable gambling sites and will have access to a province-wide self-exclusion tool that blocks them from all regulated platforms. The province will collect 20 per cent of profits from private operators, with Alberta's First Nations guaranteed two per cent of all revenue.
Advertising rules will tighten, particularly around the use of athletes. Endorsers can no longer promote specific bets or games and are restricted to commercials strictly focused on responsible gaming. The province expects a surge in advertising as companies enter the market.
Officials anticipate significant financial impact. The government noted that Alberta's PlayAlberta public gaming site generated $269 million in 2025, while Ontario's open market brought in $2.9 billion. The province has an opportunity to use that tax revenue to fund mental health and addiction support programs.
