or on websites where the majority of the audience is underage. That last point is worth checking against your own analytics. Affiliates should mark content clearly as intended for adults and be transparent about financial relationships and sponsorships. M afrakcet ut ianlgacnlda iamc cs umr autset b e Alberta regulators require that marketers provide factual and accurate information when discussing gambling products. In particular, they want content that encourages gambling as a way of getting rich, paying off debts, improving status, or attractiveness to be removed from any content aimed at Alberta residents. Advertising that could be deemed to promote excessive play is also prohibited, which catches creative showing repeated spins or extended sessions. This goes beyond responsible gambling messaging. Reviews and comparison tables need to be supported by evidence and kept current, which for most affiliates means a documented update process rather than an occasional check. cOo pn et rroalt oorvse wr mi l laerxkpeet icnt gg rpeaarttenre r s When a market becomes regulated, registered operators tend to want more control over their marketing partners. Expect closer scrutiny of campaigns carrying their brands, and expect affiliate agreements to be rewritten. There are benefits in that for affiliates, but more often it means additional work keeping pace with operator requests. The main thing to keep in mind is that the operator knows their registration is on the line if they make any mistakes or miss anything that they should have been aware of. This can include marketing partners that are not meeting regulatory standards. The sanctions available to AGLC run from warnings and stop orders through to suspension or cancellation of registration, so the caution is not theatre. Expect it from the outset, and it is easier to handle. Tighter operator control does not stop you delivering players in Alberta. It changes what a good partner looks like. For nearly two decades, Brean Wilkinson, Regulatory Relations Coordinator at Rightlander, has been involved in iGaming affiliate marketing. Through his role at Rightlander, Brean has built relationships with regulators, marketers, and software providers to understand how regulation affects iGaming markets around the world. Here is a brief summary of the steps affiliates and other marketers should take to align with new regulatory standards in Alberta: Verify that all advertised iGaming brands hold a valid AGLC registration and are live in the market. Audit your wider portfolio for any site sending Alberta traffic to an unregistered brand. Ensure content for Alberta is distinctly separated from other regional marketing. Remove bonuses and player inducements for Alberta-targeted content. Add responsible gambling information in the appropriate places. Assess content to ensure it does not target minors or vulnerable individuals. Avoid celebrities and influencers likely to appeal to minors, and keep athletes to responsible gambling messaging only. Provide transparency regarding commercial ties and brand sponsorships. Validate all marketing claims for accuracy and check them regularly. Establish an operator approval and content update process. Monitor regulatory changes and recheck AGLC standards. Recheck operator status after 13 October, when registered operators must either be live or out of the market. The affiliate’s Alberta checklist Is your content compliant? The rules here are narrower than a blanket ban, and the distinction matters. Operators cannot use cartoons, influencers or celebrities who would likely be expected to appeal to minors. Athletes are treated separately: active and retired athletes may appear only in responsible gambling messaging, not in general betting or casino advertising. Imagery and graphics that would appeal to younger audiences are out either way. Placement rules apply as well. iGaming advertising cannot run on billboards or outdoor displays next to schools or primarily youth-oriented locations, and it cannot appear in publications 25 GPWAtimes.org
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