Sky Bet shuts affiliate programme amid regulatory concerns
EGR Intel understands the operator will close its UK-facing programme in the next 28 days to ensure it meets “changing regulatory requirements”
Sky Betting & Gaming (SB&G) will close down its UK-facing affiliate programme in the next 28 days following growing regulatory concerns surrounding affiliates, EGR Intel has learned.
The operator informed affiliates of its decision this morning, which SB&G said was made to ensure it continued to meet “changing regulatory requirements” in the UK online gambling sector.
“Following a comprehensive strategic review, Sky Betting and Gaming has decided to close its UK affiliate programme,” a SB&G spokesperson told EGR Intel.
“We have notified all the companies that will be affected by this decision and would like to sincerely thank them for all their support and hard work in helping to grow and promote Sky Betting and Gaming’s brands since we launched in 2000.
“We will continue to work with our affiliates for the next 28 days and a dedicated team is in place to respond to all enquiries.”
EGR Intel understands the closure of its affiliate programme will not impact SB&G’s relationship with Oddschecker and is restricted to its UK operations only.
The decision comes amid a number of reports and investigations into the practices of egaming affiliates recently, including a story in The Guardian last week about affiliates using third-party data companies to harvest people’s data.
Another article in The Guardian claimed tipster affiliates were deliberately recommending losing bets to customers to boost the commission they receive from operators.
SB&G itself has been caught up in the controversy after its Sky Bingo brand was hit with an ad ban by the Advertising Standards Agency (ASA) after a misleading advertorial was published by an affiliate.
Clive Hawkswood, CEO of the Remote Gambling Association, told The Guardian last week 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.”
SB&G did not reveal specific reasons for the closure of its programme but it is the latest tier-one operator to express concerns about UK affiliates.
Ladbrokes, for example, 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.
See a section of SB&G’s letter to affiliates below:
