EDMONTON — The Better Business Bureau is warning Albertans to watch for fake gambling advertisements and fraudulent websites as scammers look to capitalize on the province’s newly launched regulated online gambling market.
The consumer organization says fake advertisements continue to plague the online gambling industry, including recent reports of ads featuring Edmonton Oilers star Connor McDavid.
Mary O’Sullivan-Andersen, president and CEO of BBB Serving Alberta and East Kootenay, said the arrival of regulated online gambling provides another opportunity for scammers to confuse consumers and direct them toward unregulated or fraudulent websites.
“Scammers are the ultimate opportunists and the launch of legal online gambling in the province provides scammers an opportunity to try and confuse consumers and have them go to unregulated gambling sites or to straight ahead fake sites,” O’Sullivan-Andersen said.
The BBB says it received more than 10,000 complaints related to online gambling and gaming between 2022 and mid-2025, with many involving fake advertisements found online.
The organization is warning consumers against clicking gambling advertisements or links appearing on social media and recommends independently verifying whether an operator is authorized to operate in Alberta.
“Don’t gamble personal information by clicking on unverified links,” O’Sullivan-Andersen said. “Do not click on a link that shows up in your social media feed.”
The warning comes as Alberta opens its regulated online gambling market with 22 registered operators, becoming the second province after Ontario to establish a competitive iGaming marketplace.
The province says the new system is intended to move Albertans away from unregulated gambling websites and toward licensed operators subject to provincial standards for consumer protection, responsible gambling, advertising, privacy and data security.
Provincial officials estimate about 70 per cent of Alberta’s online gambling activity previously occurred through unregulated operators.
Service Alberta and Red Tape Reduction Minister Dale Nally said the province is responding to an existing online gambling market rather than introducing gambling to Albertans.
“We are not bringing online gambling to Alberta. It is already here,” Nally said.
“If you’re not gambling today, please don’t start. But if you do gamble, we want player safety and player responsibility first.”
Licensed operators must provide tools allowing players to set limits on deposits, spending and time spent gambling.
Operators must also provide activity statements, monitor for signs of high-risk gambling behaviour and comply with identity and age verification requirements.
Alberta has also established a provincewide self-exclusion system allowing people to voluntarily block themselves from all regulated online gambling sites, casinos and racing entertainment centres.
The Alberta iGaming Corporation says approved operators can be identified through its logo, indicating a platform has met provincial requirements for regulatory compliance, responsible gambling and integrity.
The province expects the regulated market to generate about $76 million during its first full year of operation.
Three per cent of gross gaming revenue will be directed toward specific programs, with two per cent allocated to First Nations and one per cent supporting responsible gambling initiatives, research, mental health services and treatment programs.
Remaining revenue will go to Alberta’s general revenue fund.
The BBB is encouraging anyone planning to gamble online to independently verify operators through the Alberta iGaming Corporation’s directory of regulated sites before providing personal information or depositing money.
Comments