Paddy Power Betfair, 888 reducing UK affiliate activity

Online gambling affiliates have a few less UK-facing options as operators feel the heat of increased regulatory oversight.

Last week, affiliate marketing partners of UK-listed online gambling operator 888 Holdings reported receiving emails saying the company was “seeking to exert greater control on the traffic which is generated from the UK.”

888 informed members of its Uffiliate program that, as of January 29, they “must not target UK IP addresses and/or any persons located in the UK” and 888 “shall no longer pay you any commission with regard to money players in the UK.” The change doesn’t apply to non-UK money players or UK money players “which you have generated in the UK prior to such date.”

888’s UK-listed rival Paddy Power Betfair issued a similar notice saying it was looking to “reduce our number of active affiliate accounts.” Affected affiliates were told that their accounts would be suspended as of February 5.