In Alberta, health experts have raised concerns over the potential harms associated with the growing volume of online gambling advertisements over recent months, particularly among young people and those vulnerable to problem gambling. Specifically, the concerns follow the launch of Alberta’s regulated iGaming market, which has brought a significant increase in advertising for online gambling platforms across television, social media, billboards, and public spaces.

“Adolescents are developmentally vulnerable and at risk of developing things like substance use disorder and (other) harms from gambling,” said Dr. Shawn Kelly, an addiction medicine specialist with the Canadian Society of Addiction Medicine, in his interview with Global News. “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. Specifically, he has called for more restrictions on online gambling advertising.

Moreover, University of Alberta marketing professor Katie Mehr told Global News that the increasing number of ads is a result of companies trying to stay competitive on the market. “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.

Dave Nally, the minister responsible for the Alberta Gaming and Liquor Commission, told Global News that Alberta 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,” he said. “If further action is needed to protect Albertans, we’ll look into potential next steps.”

The provincial government projects that online gambling will generate $76 million in additional revenue during its first year, with one per cent of gross online gambling revenue allocated to programs, resources and treatment aimed at addressing problem gambling.