The UK Gambling Commission (UKGC) is seeking contributions to a new National Responsible Gambling Strategy, with affiliate marketing a key area of interest.  

The UKGC has asked for opinions from as wide a range of people and organisations as possible for its new March 2019 strategy, which will replace the current three-year strategy with one aimed at offering better protection for underage audiences and those at risk of gambling-related harm.  

Before it launched the existing strategy, which was published in April 2016, the UKGC said that although the rules on gambling advertising were adequate, there were a number of areas of concern, which included the misleading promotion of free bets and social media marketing.  

As a result, the Industry Group for Responsible Gambling (IGRG) produced an updated code for the gambling industry, focusing on socially responsible advertising, and the UKGC also adopted a tougher stance on promotional marketing offers, including bonuses and free bets.  

These more stringent rules became part of the UKGC’s conditions and codes of practice for all license holders. Under the current Social Responsibility Code licensees have the power to end the contract of a third party, such as an affiliate, if there has been a breach of the advertising code.  

In a statement to the press, announcing the consultation, the UKGC said that developing the new strategy was a commitment that the organization had made in its business plan, and that it intended to work closely with public health organisations, charities and others to reduce gambling harm.  

Image sourced from Shutterstock.

Published by Marcus Holland

Marcus Holland is a professional betting and financial trading writer. He has been published on various leading websites including The Street,,, and Futures Mag. You can contact Marcus at

Leave a comment

Your email address will not be published. Required fields are marked *