FTSE100-listed online betting group Paddy Power Betfair (PPB) has streamlined its affiliate marketing terms of business, adding a new ‘1 Strike Policy’ to its Betfair and Paddy Power partnership programs.
The company has informed its affiliate that it will immediately suspend any marketing partner found to have breached its promotional/messaging guidelines. PPB states that it has implemented the 1 Strike Policy in order to be compliant with UK Gambling Commission (UKGC) guidelines and practices relating to advertising.
Moving forward, PPB will not tolerate the following marketing activity for its flagship Betfair and Paddy Power brands:
- No SMS (text) marketing
- No ‘advertorial style’ marketing referencing Paddy Power or Betfair brands
- No ‘pop-under’ marketing allowed
- Affiliate partners must disclose full media buy provisions (pages advertised, landing pages, brand displays, player destinations)
- Any betting tips/tipster content must ‘make clear that it is in fact a challenge and must not imply that success is guaranteed’
- All promotional offers must be attached to appropriate Paddy Power and Betfair terms and conditions.
- Consumers must be aware that publisher works independently of PPB brands.
- Any promotion via a Twitter, Facebook or other social media the account must have 18+ in the page bio
- Affiliate/Partner must use creative approved by Paddy Power or Betfair marketing
PPB’s redraft of its affiliate marketing policy, follows a turbulent period for the betting industry’s advertising verticals.
This week the UK Advertising Standards Authority (ASA) found a number of misleading promotions targeting vulnerable consumers on affiliate websites 24hourlynews and casinohacks.co.
The websites promoted dubious marketing messages promoting betting operators 888, SkyBet, Casumo and Ladbrokes which suggested that ‘gambling could provide an escape from personal financial problems’.
Updating stakeholders, PPB marketing has stated that it wants to hold its partners to the highest standards of ASA and UKGC advertising policy.
“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.” PPB detailed in its message to affiliates.