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US Sports Betting Affiliates May Soon Be Dealing With UK-Like Compliance Mandates

Written by:
Aaron Goldstein
Published on:
May/15/2019

It's deja vu for those online gambling affiliates entering the newly legalized US sports betting market as The American Gaming Association (AGA) released a set of set of guidelines for advertising entitled “Responsible Marketing Code for Sports Wagering”.


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It's bad enough affililates operating in states such as New Jersey and Pennsylvania must go through a rigorous application process for licensing, now they will risk being booted from affiliate programs for failing to adhere to stringent ad guidelines.

In the UK this approach has proved disastrous for many online gambling affiliates.  A few big name betting sites either cut ties with "affiliates for life", forced them to incorporate cookie cutter language in their reviews and even pulled their affiliate program altogether.

Sites like Bet365, for example, required its affiliates to use scripted language for review pages.  This resulted in duplicate content among affiliates and lost SEO rankings.

While the AGA focuses heavily on Internet and social marketing media, it does not delve into television or radio advertising protocols.  The United Kingdom's Advertising Standards Association (ASA) has cracked down on ads marketing gambling as "sexy" or a means of becoming wealthy.

It is unclear whether the industry overall will adapt the AGA's compliance code or some form of it. 

- Aaron Goldstein, Gambling911.com

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