The update affects parties authorized by the Alberta Gaming, Liquor and Cannabis. According to Google, advertisers will need gambling certification to launch campaigns, and such campaigns should target Alberta exclusively.
Certification Comes Before Wider Promotion
Under the early version of the policy, only brand awareness campaigns are permitted during Alberta’s regulatory shift. More direct promotion must wait until additional activity becomes legal in the province.
As such, the policy revision is not an unconditional permission for acquisition marketing. Operators can introduce their brand names, but treating Alberta as an open market is not allowed yet.
Alberta’s Market Is Still in Transition
At the moment, Alberta is preparing to move beyond a single regulated online gambling site toward a private regulated market. According to the authorities, legislation and regulations are already in place for that purpose. The development of Alberta iGaming Corporation is underway as part of the preparation process, and AGLC will act as the regulatory body.
The provincial government has positioned the change as a way to reduce activity in the grey area. According to Alberta’s iGaming strategy, unregulated operators make up roughly 70% of the province’s total iGaming market.
This context helps explain why Google’s change is limited rather than a full advertising opening. Such an approach gives operators an avenue to prepare without compromising on licensing and geographic controls.
Which Products Can Be Advertised
Google’s revised ad policy mentions online lotteries, sports betting, online casinos, and fantasy sports (provided a license is available for the above-mentioned activities). Lottery operators must be governmental or licensed by the Canadian federal authorities. The operators of sports betting, online casinos, and fantasy sports must obtain the provincial license and should promote their services to a particular province only.
Notably, Google will allow advertisers to seek certification with a valid proof of a license application to AGLC before formal wagering begins. Normal certification rules will apply after the market goes live.
Market Implications
Alberta’s advertising regulations are likely to be under the radar of operators that are already active in Ontario or exploring Canadian expansion. The revised Google policy will hardly result in immediate conversion at scale for advertisers. Rather, it could give operators a chance to establish early name recognition in a province where competition is set to change.
Google’s update appears to be connected to the controlled market formation. Alberta is giving operators room to prepare. Google, in turn, is emphasizing that visibility can only be achieved if certain criteria are met – certification, local authorization, and strict geo-targeting.
