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How Will Gambling Affiliates be Affected by Rule Changes in the UK?
As the iGaming market in the UK has grown exponentially since 2010, we’ve also seen associated money-making opportunities emerge in the sector.
For example, the most successful gambling affiliates can earn in excess of £20,000 per month when ranking well for competitive search volume keywords, simply by promoting a particular casino brand through their site.
However, given the recent proposals aimed at safeguarding players in the iGaming market and the wider impact of Brexit on the European gambling industry in the UK, the future for affiliates has become uncertain. But how will they be affected by any rule changes?
Exploring Current Affiliate Restrictions
During the House of Lords Select Committee meeting on the Social and Economic Impact of the Gambling Industry in February, delegates discussed a wide range of measures to help protect vulnerable and underage gamblers.
They also entertained the ambitious proposals by the All-Party Parliamentary Group (APPG) for Gambling Related Harm, which included measures such as a £2 online slots betting cap and a comprehensive review of the licensing criteria imposed on operators.
Another key topic for discussion was the role of affiliates, and more specifically how operators feel about regulating these entities and the way in which they advertise to their customers.
Currently, there is a clear rule which makes operators liable for the actions of their affiliate partners, with this having been in place since the last review of the market in 2018.
This rule created a sense of accountability amongst operators and made them directly responsible for the marketing activity (and breaches) of their affiliates, resulting in a slew of financial sanctions for brands across the board.
This was also part of a wider drive to curb the publication of misleading information on affiliate sites, which could occasionally be utilized to target vulnerable or underage players.
Aside from misleading advertising, this body of rules and wider regulatory framework also covers specific database practice requirements, including the requirement to demonstrate explicit consent for any person who happens to be on an affiliate’s email marketing list.
By attempting to control sponsored iGaming messaging in this way, both the UK regulator and the government caused a considerable splash in the affiliate market.
For example, Sky Bet closed their affiliate program completely after the new rules were imposed, while a host of other market-leading operators listed on mybettingsite.uk ceased to partner with their most inefficient and untrustworthy affiliates.
This also contributed to the significant spike in mergers and acquisitions in the iGaming market during 2018/19, so it should come as no surprise that stakeholders are watchful in the event that new affiliate laws are passed.
So, What Does the Future Hold for iGaming Affiliates?
The main worry here is that the previous measures clearly have not resulted in the level of control and conformity that regulators would like, which is why alternative (and potentially stricter) measures may be under consideration.
In fact, the most logical and likely move would be to see the government (in conjunction with the UK Gambling Commission) attempt to regulate affiliates and their activity directly.
In theory, this could broadly follow the US model, where sports betting affiliates are required to register or license their operations in full before deals can be struck to promote online sportsbooks and iGaming brands.
This would not only potentially result in the formation of a new and standalone regulatory body, but costs may also be introduced to create a barrier to entry for new affiliates and make the practice less profitable for rogue operators.
Just as in 2018/19, any new rule changes could also trigger another wave of mergers and acquisitions.
In this instance, such strategic moves could well help smaller operators to absorb increased operational costs, while enabling larger corporations to strengthen their market share.
On a fundamental level, however, any new rule changes would require operators (and, to a lesser extent, affiliates) to boost their legal representation, in order to help minimize regulatory costs and pay for any external legal support that may be required.
These challenges will be compounded by Brexit, particularly for UK operators who may also be struggling with the increased RGD levy and other regulatory restrictions.
So, all stakeholders will be waiting with bated breath in the coming months, to see which of the new iGaming rules and regulations are likely to impact on the lucrative practice of affiliate marketing.
N1 Partners will celebrate the finale of the global N1 Puzzle Promo for partners – running from April 21 to December 31, 2025 – and award the grand prize, a Robinson R22 Beta II helicopter, at an exclusive party in Barcelona during the ICE and iGB conferences. The special guest of the event will be Tommy Cash.
Registration for the party is now open.
Participants – especially those at the top of the leaderboard – still have the final two weeks to influence the results and break into the prize-winning top three. After all, the grand prize – a Robinson R22 Beta II helicopter – is something no one in the industry has ever given away before…
The main motto of the exclusive final show-event of N1 Puzzle Promo will be “Because we can” – a philosophy of high achievement and top performance by the promo leaders, running like a red thread throughout the entire event.
This is more than just a party – it’s a community and a private club for top N1 Partners affiliates and guests, industry leaders, media, and influencers, accessible only to the select few. “Because we can” is about limitless opportunities for scaling, the ability to achieve top results together, and creating experiences unmatched in the industry.
N1 Partners reveals long-awaited event details 👇🏼
Date: January 20, 2026
Time: 20:00
Location: Barcelona, Spain
What highlights are planned for the guests?
- award ceremony for the top 3 and presentation of the grand prize – the Robinson R22 Beta II helicopter
- exclusive prizes raffle among all guests
- a performance show, DJ set and additional surprises
- activity zones (red carpet, photo area, bar, VIP lounge with hookahs, and much more)
And, of course, the long-awaited special guest of the evening… 🥁
Get ready for the unforgettable performance of edgy Estonian rapper and musician – Tommy Cash!
Register now for the N1 Partners show-event via the link: https://n1puzzle.promo/en.html
After all, why drive when you can fly?
And be number one with N1 Partners?
News source: N1 Partners
Law enforcement authorities in Kazakhstan have dismantled a large-scale illegal payment scheme connected to online gambling operations, following an investigation by the Financial Monitoring Agency of the Republic of Kazakhstan (AFM).
According to official statements from the AFM, the scheme involved cross-border financial transfers routed through multiple payment organizations. Transactions were allegedly disguised as legitimate commercial payments and subsequently redirected to online casino platforms. The identified volume of suspicious operations exceeds 600 billion tenge, making it one of the largest financial investigations of its kind in the country.
The authorities reported that the scheme relied on so-called “grey” payment infrastructure, including misused POS terminals, fictitious merchant agreements, and the involvement of intermediaries across several jurisdictions. As part of the investigation, more than 70 searches were conducted, significant financial assets were frozen, and nine individuals were detained. Materials are reportedly being prepared in relation to additional suspects, including foreign nationals.
The AFM also confirmed the shutdown of a call center that provided technical support services to multiple online casino platforms and facilitated payment-related consultations. Approximately 120 individuals from several countries were reportedly involved in these operations. Investigators further stated that the network included a gambling-related affiliate program that enabled deposits and withdrawals in cryptocurrency, with turnover exceeding 200 million USDT.
Kazakhstan’s authorities emphasized that online casinos are prohibited under national law, noting that such platforms operate without taxation, customer identification, or consumer protections, and pose risks related to gambling addiction and financial crime.
Several companies and financial institutions have publicly stated that they are cooperating with law enforcement authorities in order to clarify their role, if any, in the investigated activities. Proceedings are ongoing, and the authorities have stressed that, at this stage, no comprehensive list of suspects has been officially published.
The Financial Monitoring Agency reiterated its warning to individuals and organizations against participation in illegal gambling-related payment activities, stating that any form of facilitation may result in criminal liability under Kazakhstan law.
Investigations remain ongoing, and further updates are expected as the case develops.
Sources:
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Top No-Deposit Casinos in South Africa for 2025
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How Players Can Choose a Good No-Deposit Casino
When choosing a no-deposit casino, South African players should consider:
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Expert Insight
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