Addiction experts say recent flood of gambling ads a problem for some Albertans

Alberta's regulated online gambling system, operational for just one month, is generating a flood of advertisements across various platforms, raising concerns among addiction experts about its impact on vulnerable populations, particularly youth.

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Adolescents are developmentally vulnerable and at risk of developing things like substance use disorder and (other) harms from gambling.

Dr. Shawn Kelly, an adolescent addiction medicine specialist, highlighted the developmental vulnerability of adolescents, warning that they are at risk for substance use disorders and gambling-related harms. He stressed that educating them out of such behavior is insufficient, advocating for stricter limits on online gambling advertising.

Marketing professor Katie Mehr explained the advertising surge as a competitive response, with companies feeling compelled to advertise extensively to maintain market share. This saturation, she noted, is a direct result of companies trying to keep pace with their rivals.

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Their brains are not the same as young adult brains and we can’t simply educate them out of this sort of behaviour.

Dave Nally, the minister responsible for the Alberta Gaming and Liquor Commission, asserted that the province has "strict advertising rules" in place. These rules prohibit the use of athletes and celebrities in ads and forbid targeting youth or individuals already struggling with gambling harm. Nally added that the government is prepared to explore further measures if needed to protect Albertans.

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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.

The provincial government anticipates the iGaming system will contribute $76 million to its coffers in the first year. One percent of the gross online gambling revenue will be allocated to problem gambling programs, resources, and treatment.

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Alberta has strict advertising rules that prohibit operators from using professional athletes and celebrities to encourage people to place bets.