888 slashes affiliate network to improve oversight
Operator also adopts stricter marketing guidelines to ensure regulatory compliance
888 Holdings has cut “large numbers” of affiliates in an effort to improve oversight of its network of partners, EGR Intel has learned.
The operator wrote to affiliates this week informing them of the change, as well as the adoption of stricter marketing guidelines.
The firm said its top priority was to ensure affiliates are fully compliant with the range of regulations imposed upon 888 itself, after several operators have been hit with advertising bans and fines.
888 itself had an affiliate ad banned by the ASA last week, which the operator said it never sanctioned.
The firm said in an email seen by EGR: “In light of recent events which have been published in the media, stricter marketing guidelines aimed at facilitating 888’s responsibility with regards to its affiliates’ marketing practices complying with applicable legal requirements (especially with those of the LCCP and ASA’s advertising codes) have been adopted,” the firm said.
“In addition, in order to further exert a greater level of oversight and to be able to monitor the actions of our affiliates more closely, we have already terminated our relationship with a large number of affiliates in order to reduce the number of affiliates 888 works with.”
The announcement follows a series of similar moves from operators in recent weeks, after mainstream news outlets ran articles criticising affiliate practices.
Sky Bet has since cut its affiliate programme and Paddy Power Betfair adopted a “one strike policy”.
Ladbrokes, meanwhile, introduced stricter rules for partners and has employed an agency to scour the web for any rogue adverts.
Affiliates have since pledged to improve their own practices through the establishment of an industry trade group called the International Gaming Affiliate Association