Compliance for affiliates moves beyond page issues AGLC’s Standards and Requirements for Internet Gaming set out which marketing partners registered operators are allowed to work with, and the test is stricter than it first looks. Operators must not use compensated third-party marketing or player-referral partners that also promote sites accepting Alberta wagers without an AGLC registration. That is not a page-level test. An affiliate whose Alberta content is entirely compliant can still be dropped as a partner because of a separate property in their portfolio that sends Alberta traffic to an unregistered brand. The obligation formally sits with the operator, but the commercial consequence lands on the affiliate. Affiliates do not register with AGLC themselves. The requirements reach them through operator agreements instead, which is why operators are likely to start asking about the rest of your portfolio rather than only the pages carrying their brand. In practice, that means: • Affiliates directing traffic in Alberta should only do so to operators that are both AGLC registered and live. • Operator status should be checked regularly rather than once at launch. • Geo-targeting may be required to avoid Alberta visitors seeing unsuitable promotions. • Alberta-registered operators should be clearly separated from non-registered operators across every property you own. • Audit the wider portfolio for any site sending Alberta traffic to an unregistered brand. P r ohme ao vt iiol yn roef sbt or incut es de s i s Alberta has followed Ontario’s lead on bonuses and other inducements by heavily restricting how they can be marketed. This is traditionally an area where affiliates provide value and drive conversions. Under the standards AGLC last updated on 18 June, advertising of gambling inducements, bonuses and credits is prohibited unless it appears: • on a registered operator’s own site or app, or • in direct marketing from the registered operator to players who have opted in. For Alberta-facing content, that takes the bonus-led page off the table. Best casino bonus listings, offer round-ups and promotional social posts all sit outside the two permitted channels. The same applies to paid search ads carrying bonus offers, bonus codes built into influencer videos, and display banners quoting inducement amounts. None of this stops you covering the operators. It stops you covering their offers. The new framework clearly signals that authorities in Alberta want to shift affiliates away from bonus-led acquisition campaigns and towards product comparisons, game coverage, and player experiences. Protecting minors and responsible gambling messaging Player protection is a priority in every regulated market, and Alberta is no exception. The AGLC made it clear that it does not want registered operators or their marketing partners targeting minors, or groups that are vulnerable to problem gambling—such as self-excluded players. Affiliate marketers need to be careful with who is actually viewing their content. They are likely to draw attention from regulators in Alberta if their content is appealing to minors or vulnerable groups. ALBERTA’S REGULATED IGAMING MARKET For affiliates already operating in Canada, and those looking to enter this new regulated market, the challenge goes far beyond driving traffic to casinos. It’s ensuring every campaign aligns with Alberta’s new regulatory framework. GPWAtimes.org 24
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