PPB and 888 close more UK affiliates
Two operators continue to slash UK affiliate network to ensure regulatory compliance
Paddy Power Betfair and 888 have continued to scale down their respective UK affiliate programmes, with both operators cutting back more partnerships this week.
888 wrote to a group of affiliates last week telling them to stop targeting UK players from 29 January.
The firm noted it was seeking to exert greater control on traffic from the UK in an effort to “work in a regulatory compliant and responsible manner”.
888 told EGR it had already terminated its relationship with a large number of affiliates and would “continue to close and terminate accounts in order to work with fewer affiliate partners and have better oversight of their activities”.
Paddy Power Betfair sent out a similar letter to partners this week, saying it would suspend certain UK-facing affiliate accounts from 5 February. The letter noted it was part of PPB’s “UK gambling marketing requirements”.
The firm adopted a “one strike” policy for affiliates last September just weeks after Sky Betting & Gaming controversially closed its UK-facing affiliate programme.
PPB’s head of partnerships Anthony Elders told EGR the letter was sent to a “small number of accounts”, while partners who had committed to being compliant with PPB rules would remain open.
The Gambling Commission last week specified that licensees were responsible for the actions of any third party organisations they use, as part of the regulator’s proposed update to the code of practices.