Direct Seller's Licence

How it works


Direct Selling is the business of soliciting, negotiating or concluding sales contracts in person at any place other than the seller’s place of business. These contracts are for goods or services that will be purchased by an individual for primarily personal, family or household use.

Note: A direct selling business shall not solicit, negotiate or conclude a consumer transaction for furnaces, air conditioners, water heaters, windows or energy audits, in person at a consumer's home unless the following condition is met. Before the business attends at the consumer's home the business is expressly invited into the home by the consumer by:

  • phone, email, text or other electronic communication, or
  • through the business's website, or
  • in person at the business's normal place of business or at such other place where the direct selling business is conducting business.



Submit your complete application package via e-mail

Licensing Requirements

Note: Failure to provide complete information will delay processing of your application and may result in a refund of your fees and closure of your file.

To get a licence as a direct seller you must provide the following:

  • Completed application form (pdf)
  • Completed Statutory Declaration (pdf), where independent contractors are utilized
  • Completed Statutory Declaration (pdf) for sales under $25
  • Original, signed security in the required amount*.  You may get this security in one of two ways:
    • General Surety Bond (pdf)
    • Cash Security Agreement (pdf) accompanied by:
      • An Irrevocable Letter of Credit (pdf), or
      • Cash (including payment by bank draft, money order, certified cheque – all of these are payable to the Government of Alberta), or
      • A term deposit or other similar instrument in the name of the Government of Alberta, c/o Service Alberta, 3rd Floor, 10155 – 102 Street, Edmonton, Alberta, T5J 4L4, in trust for (name of licensee)

*Note:  In accordance with the Security agreement, the security provided will be held for two (2) years after the agreement expires or for two years and three months (27 months) from the date the business license expires or the business closes or longer in the event of a claim being received. The amount of security is based on the value of the item or service to be sold, except for specific business classifications.  Please contact one of the licensing offices to find out how much security you need to provide.  When setting the security amounts, the Director can consider the following: the department’s previous history with the business and its partners or directors, the business’s financial history, and criminal convictions.

  • A licensing fee of $120 (Note: Your cheque should be made payable to the Government of Alberta.  If you are applying in person, you can also pay this fee using Debit, Visa, MasterCard, or cash.) This fee is for a two-year licence.  Licences take effect the date they are issued. It is your responsibility to ensure your licence is in force as long as you continue to do business as defined for this type of licence. Once your licence is issued please make note of the expiry date and ensure your licence is renewed prior to this date. Licence holders must notify Service Alberta in writing if their business licence address changes.

Note:  Multi-level marketers must also provide:

General Information

  • All records, files, books, papers and other related documents must be maintained for 3 years after creation
  • A business must have a licence and must produce it when asked to by a police officer, a person it approaches to make a direct sale or an officer of Service Alberta, Consumer Services Division
  • The business must provide an identification card (pdf) for persons selling on its behalf (the identification card must have the person’s name, business name and address, the business; licensing number, and must be signed by the business’ signing authority) 


Consumer Protection Act

Direct Selling Business Licensing Regulation

Direct Sales Cancellation and Exemption Regulation

Copies of legislation can be obtained from the Queen’s Printer Bookstore at:

Alberta Queen's Printer
7th Floor, Park Plaza Building
10611-98 Avenue
Edmonton, Alberta   T5K 2P7
Telephone: 780-427-4952

To call a Government of Alberta office toll free (in Alberta), dial 310-0000 and follow the instructions.

Related services

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