Bet365 adopts “zero tolerance” policy for affiliates

Bet365 has written to its affiliate partners warning them of a new “zero tolerance” policy for any affiliates not sticking to the operator’s guidelines.

The firm told partners: “As you will no doubt be aware, there have been several recent rulings by the Advertising Standards Authority and British Gambling Commission against operators for advertising published by affiliates in breach of the relevant advertising codes. In light of these rulings bet365 has considered its own affiliate programme.

“Although bet365 considers that it is able to continue to manage a compliant affiliate programme, bet365 must stress that, as a responsible operator, it must take a zero tolerance approach to any breaches or failings by its affiliates in respect of advertising standards.”

The firm then laid out its updated guidelines, including no unsolicited direct marketing, no media buying with bet365’s permission, and full adherence to responsible gambling rules.

The operator also said any affiliates providing tips must do so in a responsible, fair and transparent manner, and not encourage customers to repeatedly reinvest.

The letter concluded: “The requirement for you to comply with the above is absolute. bet365 shall take any action that it deems appropriate, including the removal of commissions and/or the termination of your affiliate agreement should you fail to do so.”

Bet365 becomes the latest operator to warn affiliates about regulatory compliance following mainstream media criticism, joining 888, Ladbrokes, Paddy Power Betfair and Kindred.

Sky Betting & Gaming also cut its affiliate programme, although has since started working again with selected partners.