Paddy Power Betfair sets ‘one strike’ policy for affiliates

Paddy Power Betfair has revealed details of a new ‘1 Strike Policy’ for affiliates, in an effort to ensure consistency with its own regulations and guidelines set out by the UK Gambling Commission (UKGC).

In a message sent to members of the Gambling Portal Webmasters Association (GPWA), the operator said any affiliate found to be operating against internal regulations will immediately be suspended from the program.

Paddy Power Betfair also outlined the main activities that affiliates should avoid if they are to remain in line with regulations.

These include no SMS marketing, advertorial style marketing or pop unders, as well no media buying, unless a set domain list can be provided of where the brand will appear and the affiliate is using a provided creative.

The operator also advised against email marketing to a database of users where the email looks like it is sent on behalf of Paddy Power Betfair, while challenge  or tipping style pages must make clear that it is a challenge and must not imply that success is guaranteed.

Paddy Power Betfair also said that any sign-up offers must include the words: ‘New Customer Offer, T&C’s Apply 18+’, while any promotions on social media must also have the 18+ bio.

In addition, when conducting paid social advertising, the operator said that this should be paid ads for the affiliate site and be clear it is the affiliate site they are advertising, rather than the Paddy Power Betfair brand.

The operator also advised affiliates to only use creative from its media library or Dropbox folders, rather than using any homemade creative, unless signed off by a member of the team first.

The move comes after the Advertising Standards Agency (ASA) this week named 888, SkyBet, Casumo and Ladbrokes as major brands that had fallen victim to the same dubious affiliate that suggested gambling could provide an escape from personal problems under the firms’ names.

Paddy Power Betfair added: “We take the Gambling Commission Guidelines very seriously and want to ensure that all our affiliates are behaving in a responsible manner.

“With recent announcements in the sector it is imperative that we hold ourselves and our partners to the highest standards and ensure that we are not conducting marketing practices that are prohibited by The Gambling Commission, the ASA or other regulatory bodies.”

Related article: ASA rulings finds misleading ads through same affiliates from 888, SkyBet, Casumo and Ladbrokes