A couple of days ago, one of the users of the Gambling Portal Webmasters Association (GPWA) forum posted a note signed by the Head of Partnership at Paddy Power Betfair, Anthony Elders. The note regards the attitude of the gambling operators towards marketing compliance and affiliate activity.
In the note shared with the users of the GPWA forum Paddy Power Betfair confirmed that it was aimed to comply with the UK Gambling Commission’s Guidelines, so it was willing to make sure that its affiliates were acting in a manner responsible enough on behalf of the company and its potential customers.
1 Strike Policy Details
As revealed by the gambling operator, in order to ensure that its affiliates behave appropriately and take into account the UK Gambling Commission (UKGC) Guidelines, Paddy Power Betfair has decided to adopt the so-called “1 Strike Policy” of affiliate activity.
Under the new policy, the gambling operator is to suspend any partner that is proven to be operating against the internal regulations of the brand. In the note shared with the GPWA users, Paddy Power Betfair explained that the recent regulatory announcements in the gambling industry have urged it to increase its affiliates’ awareness of the highest standards so that no illegal or misleading marketing practices are being conducted. The company only wants to make sure that its own operations and the operations of its affiliates are being carried out in compliance with the requirements of the UK Gambling Commission, the Advertising Standards Authority (ASA) and other regulatory bodies in the country.
The company has also issued special marketing guideline that has been made available to all affiliates of the operator. The guideline includes all key points of the “1 Strike Policy” of Paddy Power Betfair, outlining the rules that the brand’s affiliates need to have in mind in terms of their activities.
According to the note signed by Mr. Anthony Elders, no SMS marketing and no Pop Unders will be tolerated by Paddy Power Betfair. Also, in any case of paid social advertising, the affiliates need to make it absolutely clear that they are advertising only the affiliate website rather than the gambling brand. Using social networks such as Facebook and Twitter is allowed, but the account is required to have an 18+ sign in the page bio.
In addition, the announcement that the operator would not back any advertorial style marketing came at a time when the UK regulatory authorities have declared war on the so-called fake news which have often been used as part of various marketing and advertising campaigns of local gambling operators and especially by their affiliates. As Casino Guardian reported yesterday, the number of gambling operators using such advertorials as part of their native ads policy to attract new customers, has increased over the past few years.
Only yesterday, the Advertising Standards Authority warned four online gambling operators for using misleading advertising practices involving fake news distribution as native ads.
Apart from that, Paddy Power Betfair revealed that no media buying will be permitted by its 1 Strike Policy unless a set domain list is provided and the brand’s affiliates use its provided creative. Furthermore, the gambling operator would not back any e-mail marketing to a users database in which the e-mails sent would look like they are being sent on behalf of the brand.
Paddy Power Betfair also stated that its affiliates would have to make sure that they inform potential customers in challenge or tipping style pages that no success is guaranteed. No manipulation of media or results should be made to suggest that results were more favourable to players. The company also provided some information of the sign-up offers promotion, saying that such offers will be required to include certain requisites such as Terms and Conditions, Responsible Gambling policy, New Customer Offer, etc.
Affiliates’ Reactions
Most affiliates that commented on the note in the GPWA forum expressed their approval of such a policy. One of them reminded that a similar e-mail was sent by the operator at the beginning of August and further shared that Paddy Power Betfair has not been the only gambling company that has adopted such affiliate guidelines, sharing that Boylesports, the second-largest bookmaker in Ireland, also send such an e-mail this week.
The affiliates commenting on the thread shared their hopes that other programs would follow that practice and set clear guidelines for their affiliates to follow in order to bring more clarity to the rules.
Still, some of them shared expressed their concerns that such a strict policy would make it pretty easy for gambling operators to close affiliate accounts over the slightest error made. According to others, the online gambling operators could use such a policy in case they decide to use the 1 Strike Policy as a way to reduce the number of their affiliates.
- Author
Olivia Cole
