1 strike policy paddy power betfair gets tough affiliate marketing practicesby Joker 15.09.2017 0 comments
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:
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.