{"id":9666,"date":"2026-11-09T19:39:28","date_gmt":"2026-11-09T16:39:28","guid":{"rendered":"https:\/\/legalbit.top\/en\/?p=9666"},"modified":"2026-11-09T19:39:28","modified_gmt":"2026-11-09T16:39:28","slug":"igaming-affiliate-agreements","status":"publish","type":"post","link":"https:\/\/legalbit.top\/en\/igaming-affiliate-agreements\/","title":{"rendered":"iGaming Affiliate Agreements, Key Clauses and Legal Risks"},"content":{"rendered":"\n<svg width=\"0\" height=\"0\" style=\"position:absolute\" aria-hidden=\"true\"><symbol id=\"i-list\" viewBox=\"0 0 24 24\"><path d=\"M9 6h11M9 12h11M9 18h11\"\/><path d=\"M4 6h.01M4 12h.01M4 18h.01\"\/><\/symbol><symbol id=\"i-user\" viewBox=\"0 0 24 24\"><circle cx=\"12\" cy=\"8\" r=\"4\"\/><path d=\"M4 21c0-4 3.6-7 8-7s8 3 8 7\"\/><\/symbol><symbol id=\"i-ban\" viewBox=\"0 0 24 24\"><circle cx=\"12\" cy=\"12\" r=\"9\"\/><path d=\"M5.6 5.6l12.8 12.8\"\/><\/symbol><symbol id=\"i-layers\" viewBox=\"0 0 24 24\"><path d=\"M12 3l9 5-9 5-9-5z\"\/><path d=\"M3 13l9 5 9-5\"\/><\/symbol><symbol id=\"i-eye\" viewBox=\"0 0 24 24\"><path d=\"M2 12s4-7 10-7 10 7 10 7-4 7-10 7S2 12 2 12z\"\/><circle cx=\"12\" cy=\"12\" r=\"3\"\/><\/symbol><symbol id=\"i-doc\" viewBox=\"0 0 24 24\"><path d=\"M7 3h8l4 4v14H7z\"\/><path d=\"M15 3v4h4M10 12h6M10 16h6\"\/><\/symbol><symbol id=\"i-pen\" viewBox=\"0 0 24 24\"><path d=\"M4 20l4-1 11-11-3-3L5 16z\"\/><path d=\"M14 6l3 3\"\/><\/symbol><symbol id=\"i-book\" viewBox=\"0 0 24 24\"><path d=\"M4 5a2 2 0 0 1 2-2h13v16H6a2 2 0 0 0-2 2z\"\/><path d=\"M4 19V5\"\/><\/symbol><symbol id=\"i-alert\" viewBox=\"0 0 24 24\"><path d=\"M12 3l10 18H2z\"\/><path d=\"M12 10v4M12 17.5h.01\"\/><\/symbol><symbol id=\"i-bulb\" viewBox=\"0 0 24 24\"><path d=\"M9 18h6M10 21h4\"\/><path d=\"M12 3a6 6 0 0 0-3.5 10.9c.6.5 1 1.2 1 2.1h5c0-.9.4-1.6 1-2.1A6 6 0 0 0 12 3z\"\/><\/symbol><symbol id=\"i-info\" viewBox=\"0 0 24 24\"><circle cx=\"12\" cy=\"12\" r=\"9\"\/><path d=\"M12 11v5M12 8h.01\"\/><\/symbol><symbol id=\"i-coin\" viewBox=\"0 0 24 24\"><circle cx=\"12\" cy=\"12\" r=\"9\"\/><path d=\"M14.5 9.5c-.5-1-1.5-1.5-2.5-1.5-1.4 0-2.5.8-2.5 2s1.1 1.6 2.5 2 2.5.8 2.5 2-1.1 2-2.5 2c-1 0-2-.5-2.5-1.5M12 6.5v11\"\/><\/symbol><symbol id=\"i-clock\" viewBox=\"0 0 24 24\"><circle cx=\"12\" cy=\"12\" r=\"9\"\/><path d=\"M12 7v5l3 2\"\/><\/symbol><symbol id=\"i-globe\" viewBox=\"0 0 24 24\"><circle cx=\"12\" cy=\"12\" r=\"9\"\/><path d=\"M3 12h18M12 3c2.5 2.7 3.8 5.7 3.8 9s-1.3 6.3-3.8 9c-2.5-2.7-3.8-5.7-3.8-9S9.5 5.7 12 3z\"\/><\/symbol><\/svg><div class=\"lbm\"><section class=\"lbm-intro\"><div class=\"lbm-intro-main\"><p class=\"lbm-lead\">This article explains which terms an affiliate agreement between a gambling operator and a partner who brings in players should contain. It covers payment models, the licensing status of the parties, permitted traffic channels, advertising requirements in the UK, the calculation of net gaming revenue (NGR) and negative carryover, player tracking, anti-fraud, taxes, personal data, brand rights, termination and liability. It also describes the rules in the UK and Greece.<\/p><p class=\"lbm-verified\">Checked on 10 November 2026 against pages of the UK Gambling Commission and the ASA, the text of the decision of the Hellenic Gaming Commission (HGC) and Regulation (EU) 2016\/679 (GDPR). Rules differ by country and change, so confirm the position for your own market.<\/p><ul class=\"lbm-toc\"><li><a href=\"#models\">Payment models<\/a><\/li><li><a href=\"#licensing\">Licences of the parties<\/a><\/li><li><a href=\"#scope\">Channels and sub-affiliates<\/a><\/li><li><a href=\"#advertising\">Gambling advertising<\/a><\/li><li><a href=\"#commission\">NGR and carryover<\/a><\/li><li><a href=\"#tracking\">Tracking and attribution<\/a><\/li><li><a href=\"#fraud\">Fraud and clawbacks<\/a><\/li><li><a href=\"#payment\">Payments and taxes<\/a><\/li><li><a href=\"#data\">Personal data<\/a><\/li><li><a href=\"#ip\">Brand rights<\/a><\/li><li><a href=\"#termination\">Termination<\/a><\/li><li><a href=\"#liability\">Liability<\/a><\/li><li><a href=\"#checklist\">Checklist<\/a><\/li><li><a href=\"#faq\">FAQ<\/a><\/li><\/ul><\/div><\/section>\n<section id=\"models\"><h2>What an affiliate agreement covers and the payment models<\/h2>\n<p>An affiliate agreement is a contract under which a partner (the affiliate) promotes an operator&#8217;s gambling services and the operator pays the partner compensation. The affiliate usually runs a website with casino reviews, compares platforms, publishes promotional content or uses other channels to direct potential players to the operator. The agreement determines how the affiliate promotes the services, how commission is calculated and what happens if the conditions are breached.<\/p>\n<div class=\"lbm-roles\"><div class=\"lbm-role\"><span class=\"lbm-ico\"><svg><use href=\"#i-user\"\/><\/svg><\/span><h3>CPA<\/h3><p>Cost per acquisition, a fixed amount for each qualifying new player. The agreement must define what qualifies, meaning registration, first deposit, minimum amount and any activity requirements.<\/p><\/div><div class=\"lbm-role\"><span class=\"lbm-ico\"><svg><use href=\"#i-coin\"\/><\/svg><\/span><h3>Revenue share<\/h3><p>The affiliate receives an agreed percentage of the revenue generated by the players it refers.<\/p><\/div><div class=\"lbm-role\"><span class=\"lbm-ico\"><svg><use href=\"#i-layers\"\/><\/svg><\/span><h3>Hybrid model<\/h3><p>A fixed CPA payment is combined with a percentage of revenue. For example, EUR 150 per player and 25% of NGR.<\/p><\/div><\/div>\n<p>The choice of model determines which commercial risks each party carries, so it must be set out precisely.<\/p><\/section>\n<section id=\"licensing\"><h2>Licensing status of the parties and territories<\/h2>\n<p>Before signing, the parties should establish whether they may carry out the intended activities in their own jurisdictions. The operator must hold the licences for the markets it targets. An affiliate cannot treat the operator&#8217;s licence as a general permission to promote gambling where such advertising or gambling is prohibited. We cover operator licences in our article on the <a href=\"\/en\/online-casino-license\/\">online casino licence<\/a>.<\/p>\n<p>The affiliate may also need its own authorisation. In Greece, under the HGC decision, an affiliate working with a licensed operator must obtain an affiliate licence, be entered in the register of affiliates and sign a cooperation agreement. It may serve only licensed operators and must verify this before and during the relationship. In other countries an affiliate may not need a separate gambling licence, but advertising and consumer protection rules still apply.<\/p>\n<p>The agreement should therefore identify the operator&#8217;s licences, the territories of promotion, permitted channels, affiliate registration requirements and the countries where promotion is prohibited. The affiliate undertakes not to target markets where the operator may not provide services.<\/p><\/section>\n<section id=\"scope\"><h2>Permitted channels and sub-affiliates<\/h2>\n<p>A vague right to promote the services through any available channel creates unnecessary regulatory and commercial risk. The agreement should list permitted traffic sources, for example SEO websites and reviews, paid search, social media, email, influencers, comparison sites and display advertising. A list of prohibited activities matters just as much.<\/p>\n<ul><li>Bidding on the operator&#8217;s trademarks and using its brand in domain names without permission.<\/li><li>Misleading or deceptive advertising.<\/li><li>Cookie stuffing and click injection.<\/li><li>Incentivised traffic without prior approval.<\/li><li>Spam and marketing directed at minors.<\/li><li>Promotion through prohibited websites.<\/li><\/ul>\n<p>A separate clause regulates sub-affiliates. The affiliate may appoint third parties or transfer marketing obligations only with the operator&#8217;s written approval, because responsibility for such parties often remains with the operator. We discuss platform advertising limits in our article on <a href=\"\/en\/google-meta-gambling-ads\/\">advertising gambling on Google and Meta<\/a>.<\/p><\/section>\n<section id=\"advertising\"><h2>Gambling advertising requirements<\/h2>\n<p>An affiliate may create and publish the materials itself, but this does not relieve the operator of responsibility. Take the United Kingdom.<\/p>\n<div class=\"lbm-co soft\"><span class=\"lbm-ico\"><svg><use href=\"#i-info\"\/><\/svg><\/span><div><b>The operator&#8217;s responsibility for third parties<\/b><p>Social responsibility code provision 1.1.2 of the Licence Conditions and Codes of Practice (LCCP) makes a licensee accountable for third parties it contracts with. The contract must require them to follow the same licence conditions and codes, provide information the licensee needs for its reporting to the regulator, and allow the operator to end the contract promptly, including with an affiliate that breaches advertising codes.<\/p><\/div><\/div>\n<p>The UK Gambling Commission expects adequate due diligence on third parties and control over them. Failure to maintain control can lead to regulatory action, including suspension or loss of the licence. The Advertising Standards Authority (ASA) states that for non-broadcast affiliate marketing, primary responsibility for observing the CAP Code remains with the gambling operator, which may be held wholly or jointly responsible.<\/p>\n<p>Significant promotional conditions must be presented transparently and prominently. Under provision 5.1.9, where an online advertisement cannot hold all the conditions, they must be displayed no further than one click away. The agreement should therefore require the affiliate in practice to do the following.<\/p>\n<ul><li>Use approved materials where approval is required.<\/li><li>Show significant bonus conditions accurately.<\/li><li>Avoid misleading claims about winnings and profitability.<\/li><li>Disclose the advertising nature of content.<\/li><li>Comply with responsible gambling requirements.<\/li><li>Remove or amend content on the operator&#8217;s reasonable request.<\/li><\/ul>\n<p>The operator should be able to suspend campaigns immediately where a breach is likely. We cover mandatory procedures in our article on <a href=\"\/en\/igaming-responsible-gambling-aml\/\">responsible gambling and AML for iGaming operators<\/a>.<\/p><\/section>\n<section id=\"commission\"><h2>Commission, NGR and negative carryover<\/h2>\n<p>Commission terms are usually the most heavily negotiated. The agreement must define how payments are calculated and which revenues and costs are included.<\/p>\n<h3>Defining NGR<\/h3>\n<p>Revenue share is usually calculated on net gaming revenue (NGR) rather than gross gaming revenue (GGR). There is no single industry definition of NGR. A simplified formula is NGR equals GGR minus bonuses, chargebacks, taxes and other agreed deductions. For example, referred players generate EUR 100,000 in GGR and the operator deducts EUR 15,000 in bonuses, EUR 5,000 in chargebacks and EUR 10,000 in gaming taxes. NGR is EUR 70,000, and at 25% the affiliate receives EUR 17,500.<\/p>\n<p>The agreement should list every permitted deduction, such as bonuses, chargebacks and refunds, gambling duties and taxes, jackpot contributions, payment processing costs and other agreed costs. An affiliate should avoid a clause allowing deduction of &#8220;all operating costs&#8221;, because it gives the operator too much discretion to reduce payments. The operator, for its part, needs a methodology that reflects its model and is applied consistently.<\/p>\n<h3>Negative carryover<\/h3>\n<p>Under negative carryover, negative NGR of one period is carried forward and deducted from positive NGR of later periods. For example, January NGR is minus EUR 5,000 and February NGR is EUR 10,000, so the adjusted February NGR is EUR 5,000. At 25% the affiliate receives EUR 1,250 instead of EUR 2,500.<\/p>\n<p>The agreement should say whether carryover applies at all, whether it is calculated monthly, per player or in aggregate, whether it is carried indefinitely, how high rollers are treated and whether it survives termination. For an affiliate, player-level carryover is usually more predictable than offsetting one player&#8217;s losses against other players&#8217; revenue. New deductions and retroactive changes to the methodology should be prohibited.<\/p><\/section>\n<section id=\"tracking\"><h2>Tracking, attribution and reporting<\/h2>\n<p>Commission depends on being able to identify the players the affiliate referred. The agreement therefore describes the tracking mechanism and how disputes are resolved.<\/p>\n<ol class=\"lbm-steps\"><li><span class=\"lbm-ico\"><svg><use href=\"#i-eye\"\/><\/svg><\/span><div><h3>System and attribution<\/h3><p>Which platform records clicks, registrations and first deposits, and which attribution model applies, first click, last click or another.<\/p><\/div><\/li><li><span class=\"lbm-ico\"><svg><use href=\"#i-clock\"\/><\/svg><\/span><div><h3>Cookie lifetime<\/h3><p>How long attribution stays valid after a click on an affiliate link.<\/p><\/div><\/li><li><span class=\"lbm-ico\"><svg><use href=\"#i-user\"\/><\/svg><\/span><div><h3>Existing players<\/h3><p>Whether existing customers, duplicate accounts and previously registered players qualify for commission.<\/p><\/div><\/li><li><span class=\"lbm-ico\"><svg><use href=\"#i-alert\"\/><\/svg><\/span><div><h3>Tracking failures<\/h3><p>What happens if the platform errs or loses source data.<\/p><\/div><\/li><li><span class=\"lbm-ico\"><svg><use href=\"#i-doc\"\/><\/svg><\/span><div><h3>Report access<\/h3><p>The affiliate gets reports on registrations, first deposits, NGR and the commission calculation.<\/p><\/div><\/li><\/ol>\n<p>The operator may investigate suspicious traffic. A useful safeguard is a discrepancy mechanism under which either party may raise a tracking issue within a defined period, with evidence. The operator should not have unrestricted discretion to disregard tracking data without explaining the basis for an adjustment.<\/p><\/section>\n<section id=\"fraud\"><h2>Fraud, invalid traffic and clawbacks<\/h2>\n<p>Fraud prevention is legitimate, but broad anti-fraud clauses can be used to withhold genuine commissions. The agreement defines invalid traffic, for example fake registrations, duplicate accounts, bots, cookie stuffing, click injection, self-referrals, bonus abuse, manipulated first deposits, chargeback schemes and misrepresentation of traffic sources.<\/p>\n<p>For confirmed violations the operator may reject commissions for the players concerned, reverse payments already made, suspend the campaign and, in serious cases, terminate. It should not withhold all accumulated commissions merely on suspicion. A balanced clause requires reasonable evidence, an internal investigation and written notice of the reasons. It should also separate fraud attributable to the affiliate from losses resulting from ordinary player behaviour.<\/p><\/section>\n<section id=\"payment\"><h2>Payments, invoicing and taxes<\/h2>\n<p>The agreement sets calculation periods, payment frequency, minimum thresholds, currency, payment methods, invoice requirements, bank charges and conversion fees, and withholding taxes. An example term is that commission is calculated monthly and paid within 30 days after month end, subject to the minimum threshold.<\/p>\n<p>The operator may request documents for payment compliance, including the affiliate&#8217;s registration and tax details. The parties should state whether commission includes taxes such as VAT and who issues invoices. Importantly, the operator should not automatically be released from paying legitimate commissions earned before the termination date.<\/p><\/section>\n<section id=\"data\"><h2>Personal data and self-excluded players<\/h2>\n<p>Affiliate marketing involves email addresses, IP addresses, cookies, device data and customer identifiers. Where the GDPR applies, the parties must determine their roles. Under Articles 4(7), 26 and 28 GDPR, operator and affiliate may be independent controllers, joint controllers or controller and processor, depending on who determines the purposes and means of processing. The description in the contract alone does not decide the status. An affiliate collecting data for its own marketing may be a separate controller, while processing strictly on the operator&#8217;s behalf needs a processing agreement.<\/p>\n<p>The agreement covers permitted collection and processing, the legal basis, marketing consents, cookies and tracking, security, breach notification, international transfers, retention and deletion, and obligations after termination.<\/p>\n<p>Email and SMS marketing needs particular care. According to UK Gambling Commission guidance, the licensee is primarily responsible for breaches where affiliates market to self-excluded customers. One way to reduce the risk is to require the affiliate to remove self-excluded individuals from its mailing lists. The operator remains responsible, however, if the affiliate mishandles that data.<\/p><\/section>\n<section id=\"ip\"><h2>Intellectual property and brand protection<\/h2>\n<p>An affiliate usually receives permission to use the operator&#8217;s trademarks, logos and promotional materials. The permission should be limited, non-exclusive, non-transferable and revocable. The affiliate is prohibited from registering domains with the operator&#8217;s trademarks, creating sites that look official, altering logos without approval, opening accounts that impersonate the operator and using its intellectual property after termination. The affiliate keeps its own websites and original content unless agreed otherwise, and the operator&#8217;s right to keep using affiliate-created content after termination should be addressed separately.<\/p><\/section>\n<section id=\"termination\"><h2>Termination and post-termination commissions<\/h2>\n<p>Termination terms strongly affect the affiliate&#8217;s financial position. Usually either party may terminate on written notice, with immediate termination reserved for serious breaches. The agreement distinguishes termination without cause, material breach, regulatory and licensing problems, fraud, insolvency, and reputational or compliance risk. The operator may suspend campaigns or terminate where continued cooperation creates regulatory exposure.<\/p>\n<p>For revenue share, the parties should expressly decide what happens to referred players. There are four typical arrangements: revenue share continues for the lifetime of the players, continues for a fixed period, ends on termination, or accrued commissions are paid with no further accrual. An affiliate should look closely at clauses allowing immediate termination with forfeiture of all unpaid commissions, which may be disproportionate where the operator cannot demonstrate fraud or material breach. The operator needs post-termination obligations that do not create indefinite payments inconsistent with the commercial model.<\/p><\/section>\n<section id=\"liability\"><h2>Liability, indemnities and disputes<\/h2>\n<p>The agreement allocates responsibility for losses caused by each party&#8217;s breaches. An affiliate may have to indemnify the operator for losses from unauthorised advertising, breach of marketing rules, intellectual property infringement, misuse of personal data, fraudulent traffic and unauthorised use of trademarks. The indemnity should be proportionate and should not make the affiliate answer for regulatory violations caused by the operator.<\/p>\n<p>The operator should also consider its own liability for platform failures, inaccurate information supplied to affiliates, tracking and payments. A reasonable limitation of liability needs exceptions for fraud, wilful misconduct, confidentiality breaches and data protection violations. Finally, the agreement sets governing law, jurisdiction and dispute procedure. Where the parties are in different countries, arbitration can be a practical alternative to litigation, especially where confidentiality and cross-border enforcement matter.<\/p>\n<figure class=\"lbm-pull\"><q>An affiliate agreement is not only about the size of the commission. It decides who bears the consequences of fraud, advertising breaches and disputes.<\/q><cite>The LegalBit team<\/cite><\/figure><\/section>\n<section id=\"checklist\"><h2>Checklist of terms before signing<\/h2>\n<div class=\"lbm-cmp\"><table><thead><tr><th><\/th><th>What to define<\/th><\/tr><\/thead><tbody>\n<tr><th scope=\"row\">Services and channels<\/th><td>Permitted marketing and traffic sources<\/td><\/tr>\n<tr><th scope=\"row\">Territory<\/th><td>Countries where promotion is allowed<\/td><\/tr>\n<tr><th scope=\"row\">Regulatory<\/th><td>Licences and advertising requirements<\/td><\/tr>\n<tr><th scope=\"row\">Sub-affiliates<\/th><td>Whether third parties may be appointed<\/td><\/tr>\n<tr><th scope=\"row\">Commission model<\/th><td>CPA, revenue share or hybrid<\/td><\/tr>\n<tr><th scope=\"row\">NGR and carryover<\/th><td>Deductions, method and treatment after termination<\/td><\/tr>\n<tr><th scope=\"row\">Tracking<\/th><td>Cookies, attribution and disputes<\/td><\/tr>\n<tr><th scope=\"row\">Anti-fraud<\/th><td>Invalid traffic, investigations and clawbacks<\/td><\/tr>\n<tr><th scope=\"row\">Payments<\/th><td>Deadlines, thresholds and taxes<\/td><\/tr>\n<tr><th scope=\"row\">Data<\/th><td>GDPR roles, consents and security<\/td><\/tr>\n<tr><th scope=\"row\">Brand<\/th><td>Use of marks and rights in content<\/td><\/tr>\n<tr><th scope=\"row\">Termination<\/th><td>Notice periods and immediate termination<\/td><\/tr>\n<tr><th scope=\"row\">Liability<\/th><td>Indemnities, caps and exclusions<\/td><\/tr>\n<tr><th scope=\"row\">Disputes<\/th><td>Governing law and dispute procedure<\/td><\/tr>\n<\/tbody><\/table><\/div><\/section>\n<section id=\"faq\"><h2>Frequently asked questions<\/h2><div class=\"lbm-faq\"><details><summary>Which is better for an affiliate, CPA or revenue share?<\/summary><p>There is no universal answer. CPA gives a predictable payment up front, while revenue share depends on player results and on the NGR definition. A hybrid combines both. The choice determines which risks each party carries.<\/p><\/details><details><summary>Does an affiliate need a licence?<\/summary><p>It depends on the country. In Greece an affiliate must obtain an affiliate licence and be entered in the register. Elsewhere a separate gambling licence may not be required, but advertising and consumer protection rules apply.<\/p><\/details><details><summary>Is the operator responsible for the affiliate&#8217;s advertising?<\/summary><p>In the UK, yes. The licensee is accountable for third parties, and according to the ASA primary responsibility for the CAP Code remains with the operator. The agreement should therefore give rights to monitor and remove materials.<\/p><\/details><details><summary>What is negative carryover?<\/summary><p>It is the carrying forward of one period&#8217;s negative NGR to be deducted from later positive NGR. It reduces the affiliate&#8217;s commission, so whether it applies, how it is calculated and whether it survives termination should be written into the agreement.<\/p><\/details><details><summary>Can an operator withhold all commissions on suspicion of fraud?<\/summary><p>A balanced agreement requires reasonable evidence, an investigation and written notice. A broad right to withhold everything accrued on a single suspicion is risky for an affiliate and may be disproportionate.<\/p><\/details><\/div>\n<p class=\"lbm-more\"><b>See also: <\/b><a href=\"\/en\/google-meta-gambling-ads\/\">How to Advertise Gambling on Google and Meta<\/a>; <a href=\"\/en\/white-label-vs-turnkey-casino\/\">White Label vs Turnkey Casino<\/a>; <a href=\"\/en\/online-casino-license\/\">Online Casino Licence<\/a>; <a href=\"\/en\/igaming-responsible-gambling-aml\/\">Responsible Gambling and AML Procedures for iGaming Operators<\/a>. Services: <a href=\"\/en\/digital-marketing-affiliate-legal\/\">Lawyers for digital marketing, CPA and affiliate<\/a>.<\/p>\n<div class=\"lbm-src\"><details><summary><b>Primary sources<\/b><small>7 documents<\/small><\/summary><ul><li><a href=\"https:\/\/www.gamblingcommission.gov.uk\/licensees-and-businesses\/lccp\/condition\/1-1-2-responsibility-for-third-parties-all-licences\" target=\"_blank\" rel=\"noopener\">UK Gambling Commission, LCCP 1.1.2, Responsibility for third parties<\/a><\/li><li><a href=\"https:\/\/www.gamblingcommission.gov.uk\/licensees-and-businesses\/lccp\/condition\/5-1-9-other-marketing-requirements\" target=\"_blank\" rel=\"noopener\">UK Gambling Commission, LCCP 5.1.9, Other marketing requirements<\/a><\/li><li><a href=\"https:\/\/www.gamblingcommission.gov.uk\/licensees-and-businesses\/page\/licensees-responsibilities-for-third-parties\" target=\"_blank\" rel=\"noopener\">UK Gambling Commission, Licensees&#8217; responsibilities for third parties<\/a><\/li><li><a href=\"https:\/\/www.gamblingcommission.gov.uk\/licensees-and-businesses\/guide\/ensuring-self-excluded-customers-do-not-receive-your-marketing-materials\" target=\"_blank\" rel=\"noopener\">UK Gambling Commission, Ensuring self-excluded customers do not receive your marketing materials<\/a><\/li><li><a href=\"https:\/\/www.asa.org.uk\/news\/gambling-on-your-affiliates.html\" target=\"_blank\" rel=\"noopener\">Advertising Standards Authority, Gambling on your affiliates?<\/a><\/li><li><a href=\"https:\/\/hgc.gov.gr\/en\/supervision-and-control\/licences\/online-affiliate-licences\/\" target=\"_blank\" rel=\"noopener\">Hellenic Gaming Commission, Online affiliate licences<\/a><\/li><li><a href=\"https:\/\/eur-lex.europa.eu\/eli\/reg\/2016\/679\/oj\/eng\" target=\"_blank\" rel=\"noopener\">Regulation (EU) 2016\/679 (GDPR), Articles 4(7), 26 and 28<\/a><\/li><\/ul><\/details><\/div><\/section>\n<p class=\"lbm-verified\">This material is general information and is not legal advice. Facts checked on 10 November 2026. Rules and deadlines change, so check the official requirements for your model and target markets before implementation.<\/p><\/div>\n\n\n\n<div class=\"lb-ac\"><h2>This is what we do<\/h2><p>We help operators, affiliate networks and marketing businesses with affiliate agreements, affiliate programme structuring and advertising compliance.<\/p><ul><li><a href=\"\/en\/igaming-legal-services\/\">Legal support for iGaming projects<\/a><\/li><li><a href=\"\/en\/digital-marketing-affiliate-legal\/\">Lawyers for digital marketing, CPA and affiliate<\/a><\/li><\/ul><\/div>\n\n\n\n<script type=\"application\/ld+json\">{\"@context\": \"https:\/\/schema.org\", \"@type\": \"BlogPosting\", \"headline\": \"iGaming Affiliate Agreements, Key Clauses and Legal Risks\", \"description\": \"Which terms an affiliate agreement between a gambling operator and a partner should contain. 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CPA gives a predictable payment up front, while revenue share depends on player results and on the NGR definition. A hybrid combines both. The choice determines which risks each party carries.\"}}, {\"@type\": \"Question\", \"name\": \"Does an affiliate need a licence?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"It depends on the country. In Greece an affiliate must obtain an affiliate licence and be entered in the register. Elsewhere a separate gambling licence may not be required, but advertising and consumer protection rules apply.\"}}, {\"@type\": \"Question\", \"name\": \"Is the operator responsible for the affiliate's advertising?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"In the UK, yes. The licensee is accountable for third parties, and according to the ASA primary responsibility for the CAP Code remains with the operator. The agreement should therefore give rights to monitor and remove materials.\"}}, {\"@type\": \"Question\", \"name\": \"What is negative carryover?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"It is the carrying forward of one period's negative NGR to be deducted from later positive NGR. It reduces the affiliate's commission, so whether it applies, how it is calculated and whether it survives termination should be written into the agreement.\"}}, {\"@type\": \"Question\", \"name\": \"Can an operator withhold all commissions on suspicion of fraud?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"A balanced agreement requires reasonable evidence, an investigation and written notice. A broad right to withhold everything accrued on a single suspicion is risky for an affiliate and may be disproportionate.\"}}]}<\/script>\n","protected":false},"excerpt":{"rendered":"<p>Which terms an affiliate agreement between a gambling operator and a partner should contain. Payment models, NGR calculation, negative carryover, anti-fraud, advertising, data, termination and UK and Greek specifics.<\/p>\n","protected":false},"author":1,"featured_media":9671,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[69,3],"tags":[],"post_folder":[],"class_list":["post-9666","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-igaming","category-business"],"acf":[],"_links":{"self":[{"href":"https:\/\/legalbit.top\/en\/wp-json\/wp\/v2\/posts\/9666","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/legalbit.top\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/legalbit.top\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/legalbit.top\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/legalbit.top\/en\/wp-json\/wp\/v2\/comments?post=9666"}],"version-history":[{"count":3,"href":"https:\/\/legalbit.top\/en\/wp-json\/wp\/v2\/posts\/9666\/revisions"}],"predecessor-version":[{"id":9673,"href":"https:\/\/legalbit.top\/en\/wp-json\/wp\/v2\/posts\/9666\/revisions\/9673"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/legalbit.top\/en\/wp-json\/wp\/v2\/media\/9671"}],"wp:attachment":[{"href":"https:\/\/legalbit.top\/en\/wp-json\/wp\/v2\/media?parent=9666"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/legalbit.top\/en\/wp-json\/wp\/v2\/categories?post=9666"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/legalbit.top\/en\/wp-json\/wp\/v2\/tags?post=9666"},{"taxonomy":"post_folder","embeddable":true,"href":"https:\/\/legalbit.top\/en\/wp-json\/wp\/v2\/post_folder?post=9666"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}