At The Casino Marketing Shop, we understand that iGaming affiliates must operate in a constantly evolving landscape. In 2025, that landscape is being dramatically reshaped by new gambling regulations across the UK, European Union, and Scandinavia. If you’re a gambling affiliate, media buyer, or SEO publisher, staying compliant isn’t just about avoiding penalties—it’s a vital part of maintaining long-term partnerships and sustainable revenue.
This article outlines the most important regulatory developments of 2025 and provides actionable advice to help you futureproof your affiliate strategy across Europe’s most active gambling markets.
The UK Gambling Act Review: Advertising, Stake Limits & Affiliate Implications
The long-awaited review of the UK Gambling Act has officially rolled out, and the changes are substantial for affiliate marketers operating in the UK.
Key changes include:
- New restrictions on gambling ads aimed at individuals under 25
- A £2 maximum stake limit for online slots for younger players, plus affordability checks
- ASA enforcement of stricter bonus marketing rules, such as prohibiting urgency-based language or misleading imagery
What this means for affiliates: Operators are under pressure to clean up their marketing funnels. Affiliates must now match that compliance level by:
- Removing exaggerated bonus terms and calls-to-action
- Displaying full bonus terms clearly
- Avoiding terms like “risk-free” or “guaranteed”
Action tip: Review and update all ad creatives, promotional copy, and banner placements to align with the updated ASA and UKGC standards.
Finland Prepares for Licensing: What Affiliates Must Watch For
Finland is shifting from a gambling monopoly to a multi-license model, set to begin January 1, 2026. While this presents a promising new opportunity for affiliates, the regulatory road ahead includes some important caveats.
Here’s what we know so far:
- CPA (cost-per-acquisition) deals may be banned or heavily restricted
- Paid affiliate placements could face new transparency requirements
- Revenue-share deals are likely to remain acceptable, with limits
What affiliates should do now:
- Begin producing Finnish-language content
- Establish connections with upcoming license holders
- Focus on educational and RG-compliant funnels
Bonus tip: Create authority-driven pages focused on local banking methods, licensing transitions, and responsible gambling resources in Finnish.
Sweden & Norway: Enforcement Heats Up
Both Sweden and Norway are tightening control over gambling promotion—especially targeting affiliate traffic sent to offshore, unlicensed operators.
In Sweden:
- Spelpaus (national self-exclusion) obligations must be visible and linked
- Bonus limits must be clearly stated on all landing pages
- Non-compliant affiliates risk delisting by Swedish-licensed operators
In Norway:
- ISPs and banks are cooperating with authorities to block offshore operators
- Affiliates promoting grey-market brands risk penalties and traffic shutdowns
What to do:
- Audit all affiliate links for regional compliance
- Separate or noindex content promoting unlicensed brands in restricted countries
- Partner only with locally licensed operators with full documentation
Risk alert: Affiliate compliance is being monitored actively—non-compliant campaigns risk takedowns, delisting, or financial clawbacks.
Your 2025 Compliance Checklist
To operate responsibly and stay competitive in 2025, affiliates should:
- Review all affiliate deals and creatives by GEO
- Display 18+ icons and responsible gambling messages
- Localise content by market (Sweden, Norway, Finland) with native language and compliance links
- Avoid promoting unlicensed or offshore operators in restricted countries
- Monitor operator terms monthly or quarterly—many are tightening rules
Need help managing your compliance strategy? Our team at The Casino Marketing Shop can help you restructure funnels, update creative, and stay on the right side of regulation.
FAQs: Gambling Affiliate Compliance in 2025
What are the biggest changes to UK affiliate marketing this year?
Stricter ad rules from the ASA, age-gating enforcement, and maximum stake limits on slots. Bonus claims must now be entirely transparent.
Can I still promote offshore brands in Norway or Sweden?
No. Both countries are actively penalising affiliates who direct traffic to unlicensed brands. Only work with regionally licensed operators.
Is Finland banning affiliate marketing?
Not exactly, but new restrictions are coming. Expect limitations on CPA deals and transparency requirements for paid placements. Start preparing for revenue-share transitions.
What are the penalties for non-compliance?
Penalties include delisting from programs, withheld commission, or being blocked from major affiliate networks.
Do I need separate content for each country?
Yes. A one-size-fits-all page won’t meet local compliance standards. You need language-specific content, local offers, and regional RG messaging.
The Competitive Advantage of Compliance
In a tightening regulatory climate, compliance isn’t just a legal necessity—it’s a strategic edge. Affiliates that follow the rules build more resilient businesses, attract better partners, and achieve better long-term ROI.
Want expert help navigating affiliate compliance? Connect with a specialist casino marketing agency to structure your campaigns around local rules, maximise conversions, and protect your brand reputation.
Need help localising your affiliate strategy?
Reach out to The Casino Marketing Shop today to discuss your market focus, compliance needs, and content strategy for 2025 and beyond.
