This post is part of our Policy Updates hub — see all updates.
The UK Gambling Commission has issued tighter affiliate marketing rules to improve transparency and protect consumers. Affiliates promoting iGaming offers must now clearly disclose all bonus terms, especially for "no deposit" or "free spins" deals. Misleading financial promotions are banned, and all content must be age-gated. The rules state that any affiliate found marketing to minors or promoting offers on platforms accessible to under-18s will risk being terminated by operators.
Stricter oversight across the European Union
In the EU, countries are moving toward more uniform compliance requirements. The Netherlands now requires operators to approve affiliates before partnerships begin, while Germany’s updated Glücksspielstaatsvertrag bans the promotion of unlicensed operators and introduces mandatory player reminders. France plans to tighten control over influencer endorsements and paid collaborations. Affiliates working across multiple countries are now expected to localize content through country-specific landing pages to meet national rules.
Latin America enforces partner accountability
Brazil's iGaming law mandates that operators register affiliate partners and apply official disclaimers to marketing content. Colombia and Mexico are likely to adopt similar rules, with a focus on restricting content that targets minors or promotes offshore platforms. New affiliates entering these markets must invest in legal translations, local market research, and licensed payment channels to meet compliance standards.
Know Your Affiliate policies gain traction
Several regulated markets are exploring Know Your Affiliate (KYA) requirements. This includes background checks, legal documentation, quarterly contract renewals, and third-party audits. These measures mirror Know Your Customer (KYC) standards and aim to hold affiliates legally accountable for the accuracy and legality of their marketing activity.
AI-generated content flagged for oversight
Regulators have expressed concerns over the unchecked use of automated content in affiliate marketing. While tools may assist with content production, affiliates are expected to review, revise, and clearly label such material. This is especially important in high-risk areas such as casino PPC or as well as online casino PPC where misleading or unverified claims can lead to penalties. The focus remains on ensuring that marketing practices are ethical, compliant, and fully transparent to audiences.
