Denmark proposes new law impacting affiliate marketing revenue.

Denmark Considers Big Change to Gambling Affiliate Rules

Denmark is thinking about shaking things up for gambling affiliates with a new draft law. The idea is to stop affiliates from getting paid based on how much players lose or wager. This could really change how things have worked for the last decade.

What’s the Plan?

If it passes, the law could kick in on January 1st, 2027. It would affect both current deals and any new ones, making it illegal to pay commissions based on revenue or losses.

Industry Concerns

Some folks in the industry are worried. They say this could wipe out businesses and mess up Denmark’s gambling market, which has been doing pretty well.

A Closer Look

One industry expert points out that this law could suddenly invalidate agreements made all the way back to 2012. That’s a pretty big deal!

He also mentions that there could be financial problems, like lost money from broken contracts and unpaid commissions. These agreements were made assuming the rules wouldn’t change drastically, and people made investments based on that.

Why the Change?

The government says this is all about protecting consumers and preventing problem gambling. But some people aren’t buying it.

One argument is that affiliates don’t actually have access to players’ personal info or try to influence them after they’ve been referred. They don’t know who’s signed up for self-exclusion programs, and they’re not allowed to contact players directly.

Potential Consequences

Affiliates are warning that if this goes through, companies that have invested a lot of money based on the current rules could lose everything. Plus, if professional affiliates leave, Denmark’s gambling market could be more vulnerable to illegal operators.