Online gambling advertisements are popping up everywhere in Alberta since the province opened its regulated commercial iGaming market on July 13, 2026, and that raises some concerns among experts. University of Alberta marketing professor Paul Messinger told CBS that heavy online gambling advertising can lead to higher addiction rates among youngsters and vulnerable groups. Messinger is concerned about the frequency of these gambling ads, but believes that this will last three to six months before tapering off to a steadier schedule. According to Service Alberta and Red Tape Reduction Minister Dale Nally, dialing down advertising will make regulated online casinos vulnerable to “black market operators”. He said that if the market limits ads from responsible operators, black market will have the edge and will become more successful.