The UK Gambling White Paper has been published, and the affiliate sector has reacted.
The iGBA has taken note of some of the affiliate industry’s thoughts on the proposed alterations.
The UK Gambling Commission will continue to demand that licensed operators be accountable for all affiliate partners representing them in their marketing. The July 2022 leak also confirmed the UK government’s position that they are “not persuaded that online affiliates need to be licensed.”
The Department for Culture, Media and Sport (DCMS) aims to implement betting limits on slot machines, and will negotiate the limit between £2 and £15 per spin.
Gamblers who lose £1,000 in 24 hours or £2,000 in 90 days will be subject to detailed affordability assessments. In the meantime, operators must now conduct “passive” checks on players who lose more than £125 per month or £500 per year.
Easyodds CEO David da Silva believes that current player protection measures are adequate for the industry.
“We believe that the current player protection measures in place among UK-regulated operators are sufficient when applied correctly,” da Silva stated.
The government’s suggested gambling rules could have unintended consequences, driving responsible players towards unregulated foreign operators. This is because the new regulations, intended to safeguard vulnerable users, may be overly stringent and make it challenging for legitimate British operators to compete.
The CEO of Easyodds argued that while the government has a responsibility to protect vulnerable gamblers, it also needs to support UK-regulated operators to ensure they remain a viable choice for consumers. He cautioned that illegal foreign operators are readily accessible online, and excessive regulation could lead to a scenario where the government is unable to safeguard consumers or the legitimate gambling industry.
Duncan Garvie, founder of the gambling charity BetBlocker, believes the proposed limitations are too severe and could jeopardize the stability of the UK gambling market. He acknowledged that the measures aim to protect vulnerable players but highlighted the need for careful implementation to avoid unforeseen negative outcomes. Garvie expressed concern that excessive verification procedures or overly restrictive offerings could push consumers towards the black market.
This is particularly risky for individuals who are most susceptible to gambling dependence or detrimental actions, as they will not be shielded if they engage with illicit operators.
Better Collective, the Danish associate, believes that the actions outlined in the white paper examination will have a restricted, if any, fiscal impact on the firm.
The organization stated in a declaration: “Better Collective welcomes the examination and believes it presents an opportunity to promote safer gambling.”
In terms of the effect on financial outcomes, Better Collective believes that UK sports betting businesses have already fortified and implemented new conformity measures, including affordability assessments, since the white paper was introduced.
The company stated: “We are now witnessing a normalization of sports betting margins and do not anticipate this to alter after the proposed actions are implemented.”
The associate also declared that its financial objectives for 2023 and 2027 will remain unaltered in response to the modifications suggested in the white paper examination.
New advertising measures have also been proposed to address content marketing that may appeal to minors, as well as a review of the role of platforms to ensure that advertising is secure and socially accountable.
The UK Gambling Commission will also be granted the authority to strengthen consent for direct marketing of online gambling.
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