So, there’s this big reform happening, but one part is causing a lot of worry: they’re thinking about banning affiliate marketing.
This could really mess things up. It might not stop problem gambling and could even go against what the reform is trying to do.
So, why are they even thinking about this ban? Let’s take a look.
A Policy Based on Wrong Ideas
Basically, the idea is that affiliate marketing could mess up the info people get about gambling and make it hard to tell the difference between legit and illegal gambling sites.
They’re worried that affiliates might not include important stuff like age warnings or responsible gambling messages.
But why are they only worried about affiliates?
In other places, affiliate websites have to follow the same rules as everyone else. They have to show the right warnings and follow the advertising rules, just like newspapers and TV stations.
And usually, the gambling companies are responsible for what their affiliates do. This works pretty well. If you keep an eye on things, you can reduce the risk of problems. A total ban seems like a bit much.
The Myth of Blurry Lines
They also think affiliate marketing could “blur the distinction between license holders and illegal operators.”
But that doesn’t really make sense.
If things are run well, affiliates want to promote legal gambling sites. Working with illegal sites would ruin their reputation and cost them money. No serious affiliate would do that.
Actually, affiliate marketing helps people find legal gambling options, especially if there are clear rules. They’re a key part of making the system work.
Marketing Based on Results ≠ Irresponsibility
Another worry is that because affiliates get paid based on how well they do, they might be too aggressive or irresponsible.
But that’s not really fair.
All advertising is based on results in some way. Whether it’s newspapers or online ads, the price depends on how many people see it or click on it. They all track how well the ads are doing, just like affiliates.
If you’re worried about people going too far, just make clear rules and enforce them. That’s what good systems do. Banning the whole thing just because of how it works is an overreaction. And it could cause problems.
Affiliate Websites Mistaken for Influencers
It seems like they’re confusing affiliate websites with social media influencers.
Influencer marketing has been a concern for a while. They’ve been cracking down on influencers, especially those who target young people.
But affiliate websites are different.
It looks like the people making the decisions have mixed up affiliates and influencers. They’re treating them the same, even though they’re very different.
This has led to a bad decision: getting rid of something good while trying to get rid of something bad.
A History of Distrust
Let’s be honest: affiliate marketing doesn’t have the best reputation. And it’s partly their own fault.
In the past, affiliates often promoted gambling sites from other countries. That’s still affecting things today.
The people making these decisions remember when affiliates were mostly a source of illegal gambling ads. It’s hard to change those old beliefs, even though things have changed.
Who Benefits?
So, who will benefit from this ban? It’s pretty clear: the traditional media.
Affiliates usually bring in most of the online customers. If you get rid of them, gambling companies will have to spend a lot more money on ads in the mainstream media. The price of ads will go up.
I’m not saying the media companies are pushing for this ban, but they definitely have a lot to gain from it. They might end up with a monopoly on gambling ads.
The problem is, this could cause a public backlash, like it did in Sweden. And unlike Sweden, this proposal includes an affiliate ban, which means even fewer options and more ads in places where people aren’t even interested in gambling. That’s a recipe for making people angry.
Will people be happy when every commercial break is full of gambling ads? It might be good for the media companies, but is it really what people want?
Time for Harm Prevention to Think Things Over
For years, people who work on preventing gambling harm have been against affiliate marketing, saying they target vulnerable people.
I understand the idea that less marketing means less gambling, but banning things doesn’t always work. We don’t live in a place where the government controls everything.
What is it about affiliate marketing that bothers them so much? I’ve asked, and I still don’t get it.
The funny thing is, some of the same people who pushed for the affiliate ban are now worried about all the gambling ads that will be in the mainstream media.
Sometimes it’s good to think about what might happen before you just call for more restrictions and bans.
Final Thoughts
I’m not a big fan of marketing, but it’s part of how things work. It helps people know the difference between legal and illegal options.
I don’t love affiliate marketing, but it’s targeted. I don’t see it because I don’t search for gambling. But you can’t avoid traditional ads.
What’s important is what’s best for everyone. Banning affiliates would hurt the industry, cause a media overload, and risk making people angry. It could even become a big issue in the next election, leading to more restrictions.
Basically, banning affiliates is a mistake that could ruin the whole reform. There’s still time to change things. Let’s hope they do.
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