GIG Affiliates have emailed their webmasters a compliance email and you have less than a week to reply (Monday 23rd October 2017)
More than ever we as an operator, you as an affiliate and we together as an industry
have to undertake a higher socially responsible manner towards our end customers. Although this newsletter primarily addresses our partners with a clear focus on UK-traffic, we still encourage all of you to read it to be updated on current and future changes that are required from you as an affiliate. Needless to say, more markets will become regulated over the course of time so it is only in your best interest to be constantly updated on the progress.
The Committees of Advertising Practice (CAP) administered by the Advertising Standards Authority (ASA), perform an important and long-term role for the greater good of our business operations. Breaches of ASA and UKGC codes may result in rulings made against you as an affiliate and us as an operator. As an affiliate of GIG affiliates, any advertising you do on our behalf must adhere to advertising requirements at all times.
With this newsletter, our aim is not only to enlighten you as our partner about the future demands that are required from our end, but also to be as specific as possible to ensure that you don’t fail to understand our message. Therefore you will, besides more general guidelines, also find current “Do’s and Don’ts” depending on your marketing method when promoting GIG affiliates. If you still are in doubt, please don’t hesitate to contact your account manager or reach out to us at firstname.lastname@example.org.
General Marketing Guidelines
Sales promotions have to be clear and accurate
Adverts cannot feature themes that link gambling to toughness, resilience, and recklessness
Adverts cannot give the impression that gambling can be a source of income or an activity to resort to for the payment of debts
Adverts and promotions cannot appeal to children, young people and/or vulnerable adults
General Rules For Advertising
All adverts need to clearly indicate that the gambling activity promoted is to be exercised only by persons who are 18+
All adverts have to clearly state how to make use of an offer. For example, the customer has to be fully made aware of all wagering requirements, limitations of bonus offers etc
Offers cannot be misleading. For example, the promotion of a higher theoretical RTP than confirmed by the game provider or any of the GIG affiliates brands
No adverts can be targeted to or appeal in any way to people under the age of 18
Any promotions, including large winnings by any of the customers from the GIG brands, must be real ones
Aggressive promotions cannot be used. Statements that will not be tolerated include, but are not restricted to: "You have won x amount of bonus", "This bonus is only available today" (if the offer is not time-barred), "Get rich today"
Marketing Do’s And Don’ts
What we don’t allow for the time being
Social media, including Facebook, native ads, Twitter or any kind of social posts. Furthermore, we will not allow Pop under campaigns, SMS, Programmatic media buying or advertorials. If any of these channels are your cup of tea you can already be sure that it will not be accepted going forward.
What about banner material?
We have a large range of creative assets ready to be shared with you in in the Media Gallery of your affiliate account. All assets contained within adhere to the advertising regulations and are fully compliant.
I can’t find the banner size I am looking for, can’t I just create my own?
If any specific sizes are missing from your end you can just reach out to us so we can cater for it. Any homemade creative assets that have not been approved by an account manager may lead to the termination of your account and removal from the affiliate programme
Email templates and how to be compliant
Customer subscription to receiving marketing material from the affiliate has to be on an opt-in basis, preferably double opt-in
Send outs need to have an "unsubscribe" link which would enable the customer to opt out of receiving any future marketing materials
The material that is to be sent to the customers has to be from any of the GIG brands. If you aim to change copy, images etc it will need pre-approval from your affiliate manager
All e-mails have to clearly state who the sender of that e-mail is, providing a registered address and contact details
None of the brands under GIG affiliates can appear in the ‘From’ field to make it clear to the recipient that the email has not been sent by us
GIG affiliates must be provided with a preview before every send out and should not be sent without approval from your account manager
How to be compliant if you have an SEO/PPC site
We are fully aware that even though you don’t intentionally target UK traffic, you may still attract traffic from there. Therefore, our suggestion here applies to affiliates that have either their full website/s or any sub-category that target this market. Our suggestion here I based on how the welcome offers are presented on your page. If you use a, £ (GBP) sign, we have a clear case. What we demand from our end are then the following standards:
The terms free spins have to be replaced with extra spins
When mentioning any of our brands you must clearly state how this is achieved along with all major terms. We are fully aware that the layout might be a problem here and can, in such cases, recommend mentioning only the first deposit offer including links to the terms and conditions and Full Terms and limitations of the Welcome Offer (in italics above) listed in your review
You need to add a link to terms & condition for the brand that you are promoting (see media ID for each brand below)
Thrills (Media ID 4250 in Netrefer)
Kaboo (Media ID 4249 in Netrefer)
Superlenny (Media ID 4251 in Netrefer)
Rizk ( ID 2550 in Income Access)
Betspin (ID 2552 in Income Access)
Guts (ID 2551 in Income Access)
What do we demand from you?
If you are operating in UK you need to mail us a list of all sources in which you mention or refer to us as an operator, enabling us to conduct compliance checks in order to ensure we are meeting regulatory requirements.
You must provide us with the above-mentioned list by no later than Monday 23rd October 2017. Please e-mail the list to email@example.com together with your affiliate ID. If you already have a designated Affiliate Manager you can contact him/her directly
What if I don’t agree to your guidelines?
If this is the case, then our reply is a simple one. We have no other choice than to terminate our current partnership. We are in it for the long run and are very serious about our Affiliate partners adhering to the ASA guidelines and those specified by the Gambling Commission. We need to ensure that we have you as a partner by our side.
Going forward we are as always aiming to have a strong working relationship with our affiliates whereby both parties are operating in a compliant and responsible manner.
We truly appreciate your understanding and co-operation. If you have any further questions or queries, do not hesitate to drop your affiliate manager a note or email firstname.lastname@example.org.
Links For Further Reading
Advertising Standards Authority (ASA) Committees of Advertising Practice (CAP) Code - 16 Gambling
CAP Executive Advice on Online Affiliate Marketing
Head of Affiliates