Operators’ accountability for affiliate activities has been reaffirmed by the UK government in its white paper review on gambling.

In the long-awaited white paper review it was confirmed that the GB Gambling Commission will continue to hold licensee operators accountable for all marketing undertaken on their behalf by affiliate partners.

The white paper’s comments on affiliates are in line with the leaked reports from July 2022, with the UK government “not persuaded by arguments for online affiliates to be licensed”.

Under the reforms confirmed today there will be an expected demand from operators for higher standards of advertising and marketing compliance from some affiliate partners.