Ladbrokes takes closer oversight of affiliates following CMA investigation

Ladbrokes has adopted a much stricter oversight of its affiliates after the Magic Sign was contacted by the CMA back in June about misleading terms and conditions in its bonuses and offers.

The London-listed firm was one of five bookmakers contacted by the CMA, and has pledged to learn any lessons that need to be learned from the ongoing investigation.

And one of the main steps the firm has taken has been closer vetting of its affiliate partners.

Ladbrokes CEO Jim Mullen told EGR: “We’re bringing our affiliates very much closer to our own group policy before they can represent us and that’s one of the improvements that you’ll see.

“While we have always sought to keep competitive, we never sought to step over the line and we are clear that we will learn any lessons.”

Mullen also told analysts Thursday: “It remains our view there will be wider implications for the industry and changes needed for Ladbrokes will be changes for the industry.”

Affiliates have come under increasing scrutiny in recent weeks the Guardian running an article about the “wild west” nature of online affiliate networks.

Clive Hawkswood, the chief executive of the Remote Gambling Association, told The Guardian yesterday gambling operators should be aware that they could be held accountable for the actions of affiliates.

He added: “The affiliate sector itself also needs to do more if it does not wish to attract a statutory licensing regime.”