The Complete Guide to iGaming Affiliate Compliance in 2025

The iGaming industry generated over €80 billion in revenue in 2024, and affiliate marketing drives a significant portion of that. But with great revenue comes great regulatory scrutiny.

In 2025, regulators are cracking down harder than ever on affiliate compliance violations. The UK Gambling Commission issued record fines in 2024, and the Malta Gaming Authority has significantly increased its enforcement activities.

If you're an iGaming operator, this guide is your roadmap to staying compliant.

Why Affiliate Compliance Matters More Than Ever

Historically, operators have treated affiliate compliance as a secondary concern. The thinking was simple: affiliates are independent contractors, so their compliance issues are their own problem.

That thinking is dangerously outdated.

Modern gambling regulations make operators directly responsible for the marketing activities of their affiliates. Under UKGC rules, operators must ensure that all affiliate marketing is:

• Socially responsible
• Not misleading about products, bonuses, or odds
• Not targeted at vulnerable groups or minors
• Compliant with advertising standards
• Displaying required responsible gambling messaging

The Most Common Compliance Violations

Based on our analysis of over 500,000 affiliate pages, here are the most common violations we detect:

1. Misleading Bonus Claims

The #1 violation by far. Affiliates frequently misrepresent bonus offers by:

• Showing inflated bonus amounts (e.g., "€1,000 bonus!" when max bonus is €200)
• Hiding wagering requirements
• Not mentioning time limits
• Using outdated promotions

The example above shows a typical affiliate page with multiple violations highlighted. Note how the bonus claims don't match the operator's actual terms.

2. Missing Responsible Gambling Information

All gambling advertising must include responsible gambling messaging. This isn't optional—it's a legal requirement in virtually every regulated market. Yet we find missing disclaimers on:

• 32% of affiliate landing pages
• 47% of social media posts
• 61% of YouTube video descriptions

3. Appeal to Minors

Content that could appeal to minors is an instant red flag for regulators. This includes:

• Cartoon imagery or animations
• References to video games popular with under-18s
• Using influencers popular with young audiences
• Language or memes that target younger demographics

4. Unauthorized Promotional Claims

Affiliates sometimes make claims that go beyond what's legally permissible:

• "Guaranteed wins" or "Easy money"
• Claims about skill affecting slot outcomes
• "Risk-free" betting (when losses are possible)
• Promises of life-changing wins

Building a Compliance Framework

Reactive compliance—waiting for regulators to find problems—is a losing strategy. Here's how to build a proactive compliance framework:

Step 1: Audit Your Current Affiliates

Before implementing new processes, you need to know your current state. Conduct a full audit of all affiliate marketing materials across:

• Affiliate websites
• Landing pages
• Social media accounts
• YouTube channels
• Email campaigns

Tools like Elevery can automate this audit process, scanning thousands of pages in hours rather than weeks of manual review.

Step 2: Define Clear Compliance Rules

Create a documented compliance policy that specifies:

• What affiliates can and cannot say about your products
• Required disclaimers and their placement
• Prohibited content types
• Approval process for promotional materials
• Consequences for violations

Step 3: Implement Continuous Monitoring

One-time audits aren't enough. Affiliates publish new content daily, and any of it could contain violations. Continuous monitoring ensures you catch issues immediately.

Step 4: Create an Escalation Process

When violations are detected, you need a clear process:

1. Immediate: Critical violations flagged to compliance team
2. 24 hours: Affiliate notified with specific issue details
3. 48 hours: Content must be corrected or removed
4. 72 hours: Escalation to account management if unresolved
5. 7 days: Partnership review for repeated violations

Regulator-Specific Requirements

UKGC (United Kingdom)

The UK has the strictest affiliate marketing rules in the world:

• All marketing must be "socially responsible"
• Terms must be clear and not misleading
• BeGambleAware messaging required
• 18+ warnings mandatory
• No targeting of vulnerable groups

MGA (Malta)

• Affiliates must be registered with the operator
• Marketing must be fair and not misleading
• Responsible gambling information required
• Clear identification as advertising

Swedish Gambling Authority

• Moderate marketing principle applies
• No bonus advertising to existing customers
• Strict rules on bonus promotions
• Spelpaus (self-exclusion) integration required

The Cost of Non-Compliance

Let's be clear about what's at stake:

• Fines: Up to £31.6M (UKGC) or €23.5M (MGA)
• License suspension: Operations halted pending review
• License revocation: Permanent loss of operating rights
• Reputational damage: Public regulatory action notices
• Civil liability: Player lawsuits for misleading advertising

How Elevery Helps

Managing affiliate compliance manually is nearly impossible at scale. Elevery automates the entire process:

• Automated scanning of all affiliate content sources
• Real-time detection of compliance violations
• Severity classification to prioritize critical issues
• Regulator-specific rulesets for UKGC, MGA, and more
• Audit trail for regulatory reporting

Next Steps

Affiliate compliance isn't getting easier—regulators are increasing enforcement, and the penalties are getting steeper. The operators who thrive will be those who take compliance seriously and invest in the tools to manage it effectively.

Ready to see how Elevery can help your compliance team? View our pricing plans orbook a demo with our team.