Having spoken to the people at http://www.cap.org.uk (advertising advice) on their hotline, I found out a few things I hadn’t realised before as an affiliate publisher.
First up, you can advertise on UK sites provided the advert is from a white-listed gaming site (as in one licensed in the EU or accepted as white listed region outside the EU)
If you advertise sites out side of that, you will be the wrong side of the law and in the long run could face legal action. You also need to advertise in a set manner following these guidelines:
In summary, the new rules state that advertisements for gambling must not:
* Portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm
* Exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of children, young persons or other vulnerable persons
* Suggest that gambling can be a solution to financial concerns
* Link gambling to seduction, sexual success or enhanced attractiveness
* Be of particular appeal to children or young persons, especially by reflecting or being associated with youth culture.
Now, I also wanted to clarify my position as an affiliate publisher. If you run paid affiliate links in an editorial site, you are considered and advertiser and need to adhere to their guidelines.
Old links to sites that aren’t white listed will need to be removed to stay within the law, or taken down at least until the company can get licensed in the EU. Even if you published something 5 years ago with an affiliate link, it’s still considered current as it’s freely available. If you want further clarification, chat to them on the confidential helpline: 020 7492 2100