The ethical side of casino affiliation

  Since we first started in the industry back in 1999, we have observed the ever-growing importance of responsible affiliate marketing in this space, how regulators are changing their rules and how we, as affiliates, must adapt. The tightrope has never been more precarious.
  Online gambling and betting are becoming increasingly popular as a pastime – it is expected to grow from $267.5bn in 2022 up to $281.77bn in 2023 to $1.4trn by 2030, according to a market report by Global Industry Analysts released in September 2023.
  With so much money sloshing around the business, there is a greater resolve from world governments to ensure the protection of players.
  It is our belief that the role of affiliates has never been more important in the stewardship of a player. We take a look at insights from the broader iGaming sector and how affiliates can best prepare for an increasingly complex and daunting regulatory landscape.

The importance of promoting responsible gambling
  There are several legal and ethical responsibilities that apply to an iGaming affiliate – a few of which we will analyse in greater depth below.

Balancing between profit and responsible gambling promotion
  With the increase in technology, affiliate marketers in the gambling industry face a constant ethical dilemma; balancing between promoting responsible gambling and driving business forward.
  On one hand, they are required to encourage responsible gambling. On the other hand, as business entities, they are driven by the need to increase their user base and grow their revenues, which can lead to the promotion of excessive gambling. This creates a murky ethical landscape where decision-making becomes a tightrope walk, searching for equilibrium between social responsibility and business growth.
  We believe the counter to this is to be consistently transparent. Make content as digestible as possible. Stick to responsible gambling guidelines. If in doubt about a promotion, check with your partner. Diligence, pro-activeness and sensibility should at the forefront of all affiliates when it comes to this space.

Regulatory compliance
  The more regions in which you operate, the more challenging it becomes to keep up to date with regulation. Having a diverse and expert legal team in place, one that comprehensively understands the landscape and any potential issues down the road, is vital.
  Often, using legal contacts within a region or country is the most beneficial – naturally, they are likelier to have a better grasp of the situation than someone outside the country’s culture and collective attitude towards gambling. Affiliates must also recognise their role in guaranteeing a safe space for players. The content must meet the strictest content directives through the responsible gambling lens.
  Down the years, we have noticed how stringent our partner casinos are becoming on fact-checking even the slightest error in copy and cross-checking with regulatory agencies. Non-compliance can be catastrophic for the affiliate - collaborators will simply stop working with a business if they feel they are at risk of becoming implicated into marketing material that isn’t up to scratch.

Experienced team
  The gambling industry has come on leaps and bounds, and alongside it, so has the demand for better writers. One of the problems affiliates often face is inexperienced content creators. The problem with such writers is that they don’t know the nuances and regulatory restrictions of a given region.
  It’s not enough to just write according to the brief, it’s important to take into account market nuances, especially in a sector which is growing and changing so rapidly.
  For example, earlier in 2023, Ontario launched its licence and introduced a number of regulations for operators that also affect the affiliate business. A lot of time has passed since the launch of the licence, but, unfortunately, we still come across content writers who need to upgrade their knowledge.

Responsible gambling trends
  When it comes to responsible gambling trends, the future waits for nobody, including affiliate business. Here are some of the most important trends affiliates need to know about:
  Provision of responsible gambling tools. Sources must be visible and easily accessible and linked with the official website to tackle addictive gambling.
  Explaining the risks. Educational content is just as important as promotional content. Players must have enough guidance and information on how to recognise and stop gambling addiction.
  Transparent content. Affiliates strive to make their content clear, accurate and concise and to break down odds, payouts or bonuses into digestible content for their readers.
  AI data analytics. There’s also a growing trend of leveraging AI-powered data analytics to personalise and tailor communication strategies to prevent problem gambling. We, ourselves, are also working on implementing an AI-powered chatbot capable of analysing all available offers and suggesting the best options based on deposit amount. It can even help players locate the most trustworthy casinos, according to our pre-set criteria.
  Social activity. Be socially active and transparent. Participation in podcasts and interviews increases company name recognition. The more open you are, the more transparent your brand becomes, showcasing the business’ collective ability to adapt and meet the required standards.
  Licences for affiliates. Each territory has its unique laws and regulations for gambling and advertising, necessitating a tailored approach to marketing strategy. The rise of digital platforms and the global nature of the internet further blur jurisdiction lines, adding another layer of complexity to adherence to responsible gambling marketing guidelines. On top of all that, some regions actually require affiliates to have a licence, too. In the US and Romania, for example, affiliates cannot advertise without one.
  Understanding these trends allows affiliates to align their marketing strategies with the industry’s commitment to promoting safe and responsible gaming. This not only fosters a positive image for the affiliate but also helps to mitigate the risks associated with problem gambling.

Both business and affiliates responsible
  According to a set of guidelines established by the UK Advertising Standards Authority in Online Affiliate Marketing: “Both the business and the affiliate marketer are responsible under the Code, notwithstanding the fact that the ads may have been created solely by the affiliate without any input from the business themselves.”
  With this in mind, we think in-depth collaboration between the business and the affiliate is crucial and beneficial for all parties. From the business side, any brief must be crystal clear.
  It is imperative our industry is proactive rather than reactive in staying on top of the responsible gambling issues.
Final thoughts
  In the end, responsible gambling should always be the priority for affiliates in the online casino industry. By upholding ethical standards and promoting responsible gambling practices, affiliates can positively impact players’ lives and the industry’s overall reputation.
  If there is a collective strive towards a more responsible and sustainable future for online gambling, the better it is for the player, the operator and the affiliate.
  We firmly believe it is the responsibility of every individual involved in the industry to promote responsible gambling and ensure that players can gamble safely and healthily.