Common Compliance Mistakes in iGaming Marketing
Compliance has become one of the most important responsibilities in the iGaming industry. Regulatory authorities across the globe have become increasingly strict about the advertising of gambling sites.
Despite good intentions, there are some avoidable mistakes that many marketers in the industry make. These mistakes can range from relatively less important issues such as publishing an expired promotion. More significant issues such as lost affiliate partnerships due to non-compliance could also result from these mistakes.
However, most compliance issues are avoidable. By understanding the most common compliance mistakes and implementing processes to avoid them, businesses can ensure that they maintain the successful marketing campaigns that they operate with.
Why Compliance Mistakes Happen
The most common reason that compliance mistakes occur in the iGaming industry is due to the fact that there is no fault in making these mistakes. More specifically, compliance mistakes occur due to the following reasons:
Frustration with frequent changes to promotions
Rapid growth of teams
Content that is outdated
Inconsistent compliance review processes
Even the best of websites will fall out of compliance if not for regular reviews.
Mistake 1: Publishing Expired Bonuses
Many online casinos publish promotions that are to last for a specific time frame.
The issue occurs when the promotions are published without reviewing the specifics of the promotion. These details include the value of the bonus, the number of free spins available, the registration deposit value, and expiration dates for bonuses.
Publishers must ensure that all content is up to date and accurate to the most recent promotions.
Mistake 2: Ignoring Responsible Gambling Messaging
All gambling websites are required to include content that promotes responsible gambling.
Such content can include information about the minimum age to access gambling websites, links to responsible gambling organizations, and tools that allow users to self-exclude from gambling websites.
Ignoring this content can make websites not in line with responsible gambling regulations, leading to visitor distrust of the site and its operators.
Mistake 3: Targeting Restricted Jurisdictions
Operators may not be licensed to operate in certain markets.
Publishers must avoid targeting these markets when creating advertisements. Before publishing any content, publishers should verify the markets in which the gambling operators are licensed.
Mistake 4: Using Misleading Marketing Language
All marketing content should be honest and not mislead visitors of the website.
Content such as “guaranteed winnings,” “risk-free gambling” experiences, and “unlimited profits” should be avoided in the marketing of gambling websites.
Such content can create a misconception in the minds of readers and promote irresponsible gambling behavior.
Mistake 5: Forgetting Affiliate Disclosures
All websites should be transparent in their affiliations with gambling websites.
These disclosures should be available and clearly written to allow visitors to read and understand that the website may receive a commission from the gambling operators that they promote.
Mistake 6: Failing to Update Licensing Information
Gambling operators may acquire new licences or withdraw from licensing for specific jurisdictions.
Publishers must ensure that licensing information is updated on websites to remain in line with licensing authorities.
Mistake 7: Broken Affiliate Links
Beyond ensuring that content on websites is compliant, publishers are responsible for ensuring that all links work as they should.
Any broken links will mean that visitors cannot register for promotions, and publishers will lose their ability to earn a commission from those links.
Mistake 8: Poor Record Keeping
Many publishers do not keep good records of the content and websites they operate.
However, maintaining appropriate records of the activities of the company will make it easier to pass regulatory authorities compliance audits in the future.
Mistake 9: Inconsistent Internal Processes
Many companies have a variety of departments that have different compliance processes.
To streamline operations, publishers should create a set of standard operating procedures for all departments to follow to keep everyone on the same page and to avoid making unnecessary mistakes.
Mistake 10: Treating Compliance as a One-Time Task
Perhaps the biggest mistake that publishers make is only treating compliance as a one-time task when publishing websites.
Compliance should be an ongoing task that is reviewed and executed regularly by all departments in a company.
Build a Compliance Checklist
To ensure that all mistakes are avoided, publishers should create a compliance checklist.
Such a checklist should include verifying that promotions are up to date, terms are accurate, links work, responsible gambling content is included, affiliate disclosures are present, and licensing information is up to date.
Having such a checklist will significantly reduce the number of compliance mistakes that occur during publishing processes.
Train Every Team
The compliance issue is not limited to the legal department of a company.
All members of a company should be trained to fulfill their compliance responsibilities, including marketing departments, content writers, affiliate managers, product teams, and customer support agents.
Using Technology to Reduce Compliance Errors
There are a variety of technologies available online that can automate the compliance process for publishers and operators.
These include software that can automatically detect broken links, monitor the content of the landing pages of the gambling websites, validate geo-targeting of advertisements, and keep publishers apprised of compliance updates on specific gambling websites.
Monitoring Regulatory Changes
The gambling regulatory authorities make changes to the regulations on a continuous basis.
Publishers must monitor these changes and adapt their websites and marketing programs as necessary.
Best Practices for Staying Compliant
There is no substitute for good compliance practices. The best way to avoid compliance mistakes is to frequently audit the content of the websites. Publishers must also verify the promotions on websites, make sure that all affiliate links work, maintain proper documentation of compliance procedures, continue to train employees on compliance requirements, monitor regulatory changes, use automated compliance tools, and review the communications of the gambling operators in charge of the content.
Looking Ahead
The future of compliance in the iGaming industry will likely bring even more detailed regulations from authorities.
With the growth of new technologies that could automate the detection of compliance issues, publishers and operators will be able to deal with compliance issues more swiftly. Companies that invest in creating compliance processes and software in the future will be ready to deal with the regulations of tomorrow.
Final Thoughts
The mistakes that companies make in the industry are not due to one significant failure. Instead, most compliance issues in the iGaming industry result from a series of small issues accumulating over time. By implementing processes and tools to improve compliance and regularly reviewing the content of the websites that they operate, all parties in the industry can protect their revenue and create better relationships within the iGaming and publishing industry. In the future, the industry will continue to grow and change, and the emphasis on compliance will ensure that companies remain trustworthy and sustainable in their revenue generation and operations.