White Labels & Affiliates

It’s time to get the poor practices of White Label business and poor affiliate practices addressed NOW.

What is a White Label?

To be able to operate an online gambling business here in the UK a company has to go through an official process with the regulator, the Gambling Commission, to obtain a licence. The licence holder is then permitted to run a seemingly infinite amount of subsidiary companies under its name. For a clear example, 888 UK Limited, has multiple subsidiary companies, multiple subsidiary companies that are inactive and multiple White Label companies. To check who actually owns the gambling site someone has played on, can be done so by checking the list of registered gambling companies on the gambling Commission’s website.

A White label company is basically a form of franchise from the Licence holder. They make their online gambling site and then team-up with the Licence Holder to be able to trade under their name. This effectively means that they themselves don’t have to apply to the UKGC for a licence and can get their business live and running very quickly. Ultimately, the licence holder is then responsible for how the White Label performs. To us and many, this form of business should simply not exist within online gambling. On 16.03 and 19.03.2020 we released statements (see publications tab) addressed to the UKGC and the Betting Gaming Council (the body that represents 90% of UKGC licence holders) asking them to urgently address the matter. To-date we have not yet received any response from them. We know that the deputy leader of the Labour Party at the time, asked the Gambling Commission to look into this matter however, it appears that this fell on deaf ears. Consumer advocate Justice4Punters has also raised the issue repeatedly with the GC, again falling on deaf ears.

We will not be fallen upon deaf ears any longer and we will not be ignored any longer on this issue and many more.

What Are Affiliates?

Affiliates are in some ways, quite similar to White Labels, this time in the sense of marketing. Basically, affiliates team-up with licence holders to market their brand. Often, the affiliates are awarded a profit-share which could include the ongoing yield a new customer brings to the licence holder, or it could be a one-off fee given to the affiliate. They could also be rewarded for bringing dormant customers back to gamble. As per our publication of 16.03.2020, we saw just how out-of-control some affiliate behaviours really are. Sending marketing emails and text messages to self-excluded customers is simply plainly abhorrent behaviour. It is a clear breach of the Gambling Act. There are no doubt some ‘good’ affiliates out there, but there are many that simply aren’t. They target high-yield gamblers that may be trying their best to refrain from gambling with the sole purpose of getting their custom to make themselves money, rather than having any regard for their welfare. They bombard people that have never even gambled before and they do so in ways that must be clearly breaching data protection laws. Again, we wrote directly to the Gambling Commission and the Betting and Gaming Council on this subject and have received no response back from them.

We will not be fallen upon deaf ears any longer and we will not be ignored any longer on this issue and many more.