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ASA the UK watchdog slammed four online operators for affiliate advertorial

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ASA UK's watchdog spanks four online operators for affiliate advertorial

Four betting firms have had their ‘socially irresponsible’ adverts banned by watchdogs.

The UK-facing online gambling affiliate industry is facing a fresh assault after the local advertising watchdog upheld complaints against four operators’ affiliate-created promotional content.

Today, the Advertising Standards Authority (ASA) upheld complaints against marketing content created by an affiliate working for 888 Holdings, Ladbrokes, Sky Betting & Gaming and Casumo.

These operators were slammed for the same piece of advertorial, which appeared on 24hournews.co and casinohacks.co between March and June 2017.

The advertorial, which the complainants felt “had the appearance of an editorial article,” detailed the travails of a man named ‘William’ who was £130k in debt due to his wife’s cancer-related medical bills.

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Lo and behold, while taking a break in the hospital lobby to update friends and family about his wife’s condition, an admittedly depressed ‘William’ stumbled across ads for various gambling websites on his mobile, but almost ignored the sites until he noticed their various promotional offers, which he felt were “too hard to pass up.”

Naturally, William went on to win “over 30 times his annual salary in a single spin” and “his debt and financial worries came to an abrupt end.” William went on to buy back the house he’d been forced to sell, pay off the medical bills and take his wife on a pricey honeymoon.

At the bottom of this rags-to-riches story was a ‘comments’ section in which ‘readers’ discussed similar gambling triumphs, alongside banner ads promoting the gambling operator in question.

The complainants took issue with the notion that the ads were pitching gambling as providing an escape from depression and as the solution to one’s financial problems. The ASA itself wasn’t sure the adverts were sufficiently identified as such and made clear their commercial intent.

Each operator responded to the complaints in pretty much the same way, claiming that the ads were created by the affiliate without the operators’ knowledge and had been removed once the operator found out. Furthermore, the operators terminated their agreements with the affiliate due to the ads having contravened the terms of their deal, and warnings had been issued to other affiliates not to make the same mistakes.

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The ASA’s blanket response was that, while the advert had been produced by a third party, it was the operators’ products being promoted and their websites to which punters were being directed. As the beneficiaries of the advert, the ASA deemed the operators to be responsible for the “socially irresponsible” content.

The ASA also found that the small text in the banner indicating the story’s “advertorial” nature was insufficient to alert customers that what they were reading was fiction, especially since the body copy referred to “our own Daily News reporter” and was written in an editorial style that belied the copy’s commercial intent.

The ASA ordered each operator to ensure that the ad in question didn’t resurface and to ensure that future ads – regardless of who creates them – are “clearly identifiable as marketing communications” and are “prepared in a socially responsible way.”

Following the ASA’s publication of its verdicts, the red-faced operators have issued statements disavowing the affiliate’s attempt at ‘fake news’ while musing about getting a lot pickier regarding the affiliate company they keep.

The ASA’s verdicts arrived shortly after The Guardian ran a series of articles detailing shady affiliate behavior, which may or may not have contributed to Sky Betting & Gaming’s decision last week to scrap its UK-facing Affiliate Hub portal.

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SB&G CEO Richard Flint is scheduled to appear on a social responsibility panel at next week’s Betting on Sports Conference, during which a discussion of the future of affiliates – assuming they have one in the UK market – will likely generate some intense debate.…

The post ASA the UK watchdog slammed four online operators for affiliate advertorial appeared first on Eastern European Gaming – News – Interviews – Legal Market Updates – Premium Reports – Events – Directory.


Source: EEGaming.

4Play

Fast Track Enters into Partnership with 4Play

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Fast Track, the leading player engagement platform built specifically for the iGaming industry, has partnered with 4Play, a dynamic and innovative gaming operator renowned for its exceptional player experiences in both casino and sports betting.

Launched in 2023, 4Play has rapidly gained recognition in the industry, primarily targeting the burgeoning Brazilian market. With a commitment to delivering unparalleled entertainment, 4Play offers its players a seamless experience in Portuguese, featuring popular gaming verticals such as casino and sports betting.

4Play’s decision to integrate Fast Track CRM comes as part of its strategic initiative to bolster player retention and streamline operations through advanced automation. Fast Track’s robust platform will enable 4Play to automate complex player journeys, ensuring each interaction is personalised and timely.

“We are excited to partner with Fast Track to elevate our player engagement strategies. Their innovative approach to CRM and their commitment to creating individualised player experiences align perfectly with our vision for 4Play. We look forward to leveraging their platform to enhance our player retention and operational efficiency,” Mateus Ihering, Chief Operating Officer of 4Play, said.

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Fast Track’s CRM platform, recognised for its real-time data capabilities and comprehensive automation suite, will support 4Play in achieving its business goals. By automating player communications and optimising the registration journey, 4Play aims to significantly increase its number of depositors while maintaining a high level of engagement among its 148,000 monthly active users.

Simon Lidzén, Co-Founder and CEO of Fast Track, said: “We are delighted to welcome 4Play into the Fast Track family. Their innovative spirit and dedication to providing top-tier player experiences make them an ideal partner. Together, we will set new standards in player engagement and retention, ensuring that 4Play continues to thrive in the competitive iGaming landscape.”

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Andrés Tamayo

Pragmatic Play Enhances FullReto Partnership with Virtual Sports Addition

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Pragmatic Play, a leading content supplier to the iGaming industry, has reinforced its commitment to Latin American expansion by strengthening its existing relationship with Colombian operator FullReto.

The latest agreement will see FullReto offer its players a broad selection of Pragmatic Play’s unique Virtual Sports titles, building on an already extensive offering of over 300 Slots and Live Casino games.

Fantastic League, Greyhound Racing, and the thrilling motor racing-themed Force 1 are among the games now available to FullReto customers as the operator looks to capitalise on the rapidly increasing popularity of Virtual Sports to consolidate its position as a leading platform in Colombia.

The multi-product partnership reaffirms Pragmatic Play’s intentions to expand its offering in the LatAm markets, with FullReto now offering a vast catalogue of Pragmatic’s award-winning games across three verticals.

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Victor Arias, Vice President of Latin American Operations at ARRISE powering Pragmatic Play, said: “Pragmatic Play is delighted to reinforce its partnership with FullReto by providing its players with access to its renowned Virtual Sports games. The deal not only emphasises Pragmatic Play’s desire to provide Colombian players with an exciting online gaming experience, but also demonstrates the supplier’s dedication to furthering its Latin American expansion.”

Andrés Tamayo, General Manager at FullReto, said: “FullReto’s continued collaboration with Pragmatic Play highlights our main objective of supplying the optimal player experience. The addition of Pragmatic Play’s Virtual Sports offering, on top of its Slots and Live Casino games, will ensure FullReto players have access to hundreds of fan-favourite games across a variety of verticals.”

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Alonso Huiman

Pragmatic Play Launches Live Casino Offer at Atlantic City

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Pragmatic Play, a leading content supplier to the iGaming industry, has expanded its Live Casino footprint across Peru after going live with major local operator, Atlantic City.

The partnership sees Pragmatic Play’s full Live Casino portfolio integrated with the operator, enabling players in Peru to enjoy market-leading titles such as Blackjack, Roulette, and Baccarat from the supplier’s award-winning portfolio.

This latest agreement showcases Pragmatic Play’s plans for growth in LatAm, exhibiting an array of its verticals across multiple territories in recent months. It is the latest deal signed by Pragmatic Play with a Peruvian operator, following a comprehensive growth strategy in the country.

Victor Arias, Vice President of Latin American Operations at ARRISE powering Pragmatic Play, said: “Atlantic City is one of Peru’s most reputable operators and offers another opportunity to showcase the Pragmatic Play Live Casino portfolio in Peru. With an offering that will deliver exceptional gaming experiences to players, this partnership promises to cement Pragmatic Play’s position at the forefront of the Peruvian iGaming industry.”

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Alonso Huiman, Chief of Online Casino at Atlantic City, said: “This landmark agreement with Pragmatic Play is a pivotal moment for us. Its vast selection of table and card games will resonate seamlessly with our player base and we are confident that this will propel our brand to new heights.”

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