Affiliate Marketing Rules for Gambling in the EU: A Compliance Guide

The Affiliate Marketing Landscape in European Gambling

Gambling affiliate marketing in the European Union operates within a highly fragmented regulatory environment. While no single EU-wide framework governs affiliate activities, each member state establishes its own rules regarding gambling advertising, promotional content, and the responsibilities of parties involved in marketing gambling services to consumers.

This fragmentation creates significant compliance challenges for affiliates operating across multiple markets. What constitutes lawful promotional activity in one jurisdiction may violate advertising laws in another. The stakes are high: regulators have increasingly pursued enforcement actions against both operators and their affiliate partners for non-compliant advertising, with fines reaching into the millions of euros.

According to the European Gaming and Betting Association (EGBA), the European online gambling market generated approximately €32.7 billion in gross gaming revenue in 2023, with affiliate marketing representing a significant customer acquisition channel for licensed operators. However, regulatory pressure on gambling advertising has intensified dramatically since 2020, fundamentally reshaping how affiliates can operate.

Key Regulatory Trends Affecting Affiliates

Several major trends have emerged across EU markets that directly impact gambling affiliate operations:

1. Advertising Bans and Severe Restrictions

A growing number of EU countries have implemented comprehensive or near-comprehensive bans on gambling advertising. These bans typically extend to affiliate marketing activities, eliminating or severely restricting the ability to promote gambling services through content websites, comparison platforms, or social media channels.

2. Operator Accountability for Affiliate Conduct

Regulators across Europe increasingly hold licensed operators responsible for the advertising activities of their affiliate partners. This means operators face penalties—including license suspension or revocation—for affiliate content that violates advertising standards, even if the operator did not directly create or approve the content.

This accountability shift has led operators to implement stricter affiliate compliance programs, require contractual indemnification, and conduct regular audits of affiliate content. Some operators have reduced their affiliate programs or exited certain markets entirely to manage regulatory risk.

3. Enhanced Disclosure and Transparency Requirements

Many jurisdictions now require clear disclosure of commercial relationships between affiliates and gambling operators. Affiliate content must typically include:

• Clear identification as promotional or advertising content
• Responsible gambling messages and helpline information
• Age restriction warnings (typically 18+ or 21+)
• Terms and conditions for any bonuses or promotions mentioned
• Links to self-exclusion resources and problem gambling support

Failure to include required disclosures can result in enforcement action against both the affiliate and the promoted operator. The UK Gambling Commission's advertising guidance, while applying to the UK specifically, has influenced standards across European markets.

Country-by-Country Affiliate Regulations

The following overview summarizes affiliate marketing rules in key EU gambling markets. For detailed information on each country's overall gambling regulatory framework, see our Country Index.

Germany

Germany's Interstate Treaty on Gambling (GlüStV 2021) and the regulations enforced by the Gemeinsame Glücksspielbehörde der Länder (GGL) establish strict requirements for gambling advertising and affiliate marketing.

The German market presents particular challenges because different gambling products have different regulatory treatment. Affiliates promoting online slots must ensure operators hold valid GGL licenses, while promotional content for virtual slot games is subject to additional restrictions including €1 maximum stake and mandatory 5-second spin intervals.

Spain

Spain's Directorate General for Gambling Regulation (DGOJ) enforces Royal Decree 958/2020 on commercial communications, which significantly restricts gambling advertising and has direct implications for affiliates.

Spanish regulations represent some of the strictest in Europe. For more details on the overall regulatory environment, see our Spain gambling regulations guide.

Netherlands

The Dutch Kansspelautoriteit (KSA) enforces advertising rules that have become increasingly restrictive since the market opened in October 2021.

The 95% age-verification requirement has effectively excluded many affiliate business models from the Dutch market, as proving audience demographics to this standard is technically challenging for content websites. Our Netherlands regulatory guide covers additional licensing and compliance requirements.

Italy

Italy's "Dignity Decree" (Decreto Dignità) implemented in 2019 prohibits almost all gambling advertising, creating a near-total ban on affiliate marketing for gambling services.

• Comprehensive ban: All direct and indirect gambling advertising prohibited, including online, TV, print, and outdoor
• Affiliate implications: Affiliate websites promoting gambling to Italian audiences violate advertising law
• Enforcement: ADM (Agenzia delle Dogane e dei Monopoli) and AGCOM actively enforce the ban
• Limited exceptions: Lottery advertising and some information-only content may be permitted under strict conditions

Despite the ban, Italy remains Europe's largest gambling market by revenue. However, affiliate marketing activities targeting Italian consumers face significant legal risk. See our Italy gambling regulations overview for more context.

France

France's Autorité Nationale des Jeux (ANJ) regulates advertising for the products it licenses: sports betting, horse racing betting, and online poker. Online casino games remain prohibited in France.

France is considering liberalizing online casino, which would create new affiliate opportunities but likely with strict advertising controls similar to those applied to betting. Our France regulatory guide provides additional details.

Malta

Malta, as a major hub for online gambling operators, applies the Malta Gaming Authority (MGA) Player Protection Directive to advertising, which extends to affiliate activities.

• No separate affiliate license: Affiliates don't require MGA licensing but must comply with advertising standards
• Operator responsibility: MGA-licensed operators are accountable for their affiliates' compliance
• Content requirements: Advertising must not target minors, mislead about chances of winning, or encourage excessive play
• Bonus clarity: Promotional terms must be clear and not hide material conditions

Malta's regulatory approach focuses on operator accountability rather than direct affiliate regulation, but affiliates working with MGA-licensed operators should ensure their content meets MGA standards to maintain operator relationships.

Sweden

Sweden's Spelinspektionen enforces comprehensive advertising rules that affect affiliate marketing activities.

Compliance Best Practices for Affiliates

Given the complexity and variation of regulations across EU markets, affiliates should implement robust compliance frameworks to minimize legal risk and maintain relationships with licensed operators.

Content Compliance Checklist

• Geo-targeting: Implement robust geolocation to serve appropriate content based on user location
• Age verification awareness: Never design content to appeal to minors; consider age-gating where technically feasible
• Disclosure clarity: Clearly label all promotional content as advertising and disclose commercial relationships
• Responsible gambling messaging: Include required warnings, helplines, and links to self-exclusion resources
• Bonus accuracy: Never misrepresent promotional terms; always link to full terms and conditions
• Claims verification: Avoid unsubstantiated claims about winning chances, "best odds," or guaranteed outcomes
• Celebrity/influencer avoidance: In restricted markets, do not use athlete, celebrity, or influencer endorsements
• Operator verification: Only promote operators licensed in the target jurisdiction

Contractual Protections

Affiliates should ensure their contracts with operators address:

• Clear allocation of regulatory compliance responsibilities
• Operator obligation to notify affiliates of regulatory changes affecting advertising
• Indemnification provisions for regulatory penalties arising from content disputes
• Rights to audit operator compliance claims and licensing status
• Termination rights if operator loses licensing in target markets

Enforcement and Penalties

Regulatory enforcement against gambling advertising violations has intensified across Europe. Affiliates should understand that:

The European Commission has noted that inconsistent enforcement across member states creates market distortions, but harmonization of gambling advertising rules remains unlikely in the near term given the Treaty on the Functioning of the European Union's recognition of member state sovereignty over gambling policy.

Future Regulatory Outlook

Several trends suggest continued tightening of affiliate marketing rules across the EU:

• Advertising ban expansion: Additional countries may follow Belgium, Lithuania, and Italy in implementing comprehensive bans
• Age-verification technology: Requirements for verified audience demographics (as in Netherlands) may spread to other markets
• Social media restrictions: Platform-specific rules limiting gambling promotion are increasingly common
• Responsible gambling integration: Expectations for affiliates to promote responsible gambling tools are rising
• Cross-border coordination: Regulators are improving information sharing about enforcement actions

Affiliates operating in multiple EU markets should monitor regulatory developments closely and maintain flexibility to adapt business models as rules evolve. The European Commission's gambling policy page provides updates on EU-level discussions affecting the sector.

Related Resources

For additional information on topics related to gambling affiliate marketing regulations:

• Gambling Advertising Bans and Restrictions in the EU – Country-by-country guide to advertising prohibitions and marketing regulations
• EU Gambling Laws Explained – Understanding why there is no single EU gambling license
• Country Index – Detailed regulatory information for all 27 EU member states
• Payment Blocking and AML – How financial regulations affect gambling transactions
• Self-Exclusion Systems – Understanding player protection requirements affiliates must reference

Frequently Asked Questions

Do gambling affiliates need licenses in the EU?

Licensing requirements vary by country. Some jurisdictions like Spain require affiliate registration, while others focus on operator accountability for affiliate conduct. Malta and most other jurisdictions do not require separate affiliate licensing but expect affiliates to comply with advertising standards through their operator relationships.

Which EU countries have banned gambling advertising?

Belgium implemented a comprehensive gambling advertising ban in 2023. Lithuania's advertising ban took effect July 2025. Italy has prohibited most gambling advertising since 2019. The Netherlands allows advertising only under enhanced standards with strict age-targeting requirements that effectively exclude many affiliate models.

What are the penalties for non-compliant gambling affiliate marketing?

Penalties vary by jurisdiction but can include fines ranging from tens of thousands to millions of euros, license revocation for partner operators, website blocking by ISPs, payment processing restrictions, and in some cases criminal liability. Operators are typically held responsible for their affiliates' conduct, creating indirect enforcement pressure.

Last Updated: December 2025