The British government has reiterated the duty of gambling businesses for the actions of their associates in its latest examination of gambling rules.
The white paper, which has been eagerly awaited, confirms that the UK Gambling Commission will continue to hold authorized operators accountable for all promotional activities undertaken by their affiliate partners.
The white paper states that the government does not believe that online associates should be required to obtain separate permits. However, operators will be expected to make certain that their affiliate partners meet specific advertising and marketing conformity standards.
Jamie Walters, head of QiH Group, believes that requiring affiliate licenses could lessen the load on operators. Walters, who has experience obtaining affiliate licenses in the United States, acknowledges that the process can be costly and time-consuming. However, he believes that the advantages of increased compliance outweigh the expenses.
This is a significant investment and a positive step for us. It assists us in discerning between capable operators and those who are less competent.
This also simplifies matters for operators as they no longer need to conduct extensive verification before collaborating with new partners.
**Updated Advertising Regulations**
The British government intends to enhance advertising practices, making them more intelligent and secure. They aim for the Gambling Commission and the Advertising Standards Authority to collaborate in preventing advertisements that could entice minors.
The Department for Digital, Culture, Media and Sport (DCMS) will examine how online platforms can ensure the safety and responsibility of advertising.
The UK Gambling Commission will also possess greater authority to ensure individuals consent to receiving advertisements related to online gambling. These revised regulations will impact all individuals, both new and existing customers. They will have increased control over how and when gambling companies can communicate with them. This could potentially alter the operation of affiliate programs.
It is advisable to clearly outline how individuals can opt for marketing communications and provide them with distinct choices during registration, rather than combining these options with other stipulations.
It is crucial for gamers to have the ability to modify these settings whenever they wish through their account configurations. Operators bear the responsibility of providing gamers with the means to choose whether or not they want to receive communications through various channels. This implies that gamers should have the power to decide if they want to receive messages via text messages, emails, or mobile alerts.
**Additional Agreement**
Gamers should also be given the choice to opt into bonuses and promotional deals independently from other marketing strategies, and have the ability to control the offers they receive. This means ceasing the practice of cross-selling products without explicit user authorization.
These steps will serve as an enhancement to the operator’s forthcoming mandate to avoid targeting any direct marketing efforts towards individuals who exhibit strong indicators of risk.
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