Welcome to The iGaming Channel — your trusted source for actionable affiliate strategies, regulatory compliance guidance, and market-specific insights for the global gambling industry.In this essential 2025 regulatory update, we break down the most pressing changes impacting gambling affiliates across the UK, European Union, and Scandinavia.

Whether you're a solo affiliate, media network, or SEO-focused publisher, understanding these developments is critical for protecting your partnerships, revenue—and reputation.

Produced by our iGaming marketing agency

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🇬🇧 UK GAMBLING ACT REVIEW: Major Ad & Compliance Changes

After years of consultations, the UK Gambling Act Review is finally rolling out concrete reforms that directly affect affiliate marketers.

Here's what you need to know: • ✅ New advertising restrictions on content targeting individuals under 25 • ✅ £2 stake limits on online slots for younger players, with affordability checks required • ✅ Tighter standards from the ASA around bonus messaging, urgency wording, and imagery🎯 Affiliate Implication: Expect operators to audit affiliate partners more strictly. Your creatives, content tone, and tracking parameters must now fully align with updated advertising codes—or risk termination.

📌 Action Tip: Update your banners, native ad content, and promotional pages to ensure they meet ASA and UKGC expectations—especially when promoting welcome offers.🇫🇮 FINLAND: Preparing for a Multi-License Future

Finland is set to end its gambling monopoly in 2026, transitioning to a multi-license model similar to Sweden’s. That’s a huge opportunity—but also comes with key affiliate restrictions under discussion: • ❌ Potential bans on CPA (cost-per-acquisition) deals • 📉 Limited permissions for affiliate-driven advertising placements • 🗓️ Market opens: January 1, 2026🧠 Affiliate Insight: Now is the time to establish relationships with upcoming licensed operators and restructure deals around revenue share or hybrid models. Compliance-ready funnels and Finnish-language content will be a differentiator.

📌 Bonus Tip: Use this runway to build authority in Finland with trust-building content, localized payment guidance, and RG messaging.

SCANDINAVIAN MARKETS: Sweden & Norway Crack Down

Both Sweden and Norway are tightening enforcement on gambling promotion, especially concerning affiliates:

Sweden: • Enforcement of bonus term visibility and Spelpaus (self-exclusion) obligations is rising • Affiliates promoting unlicensed brands are under review

Norway: • Ongoing efforts to block unlicensed gambling sites and payment services • Affiliates routing traffic to offshore brands are being targeted by enforcement actions

🚨 Affiliate Action Plan:✅ Audit your outbound links and campaign sources • ✅ Remove or isolate grey-market brands • ✅ Align with licensed operators only and include Norwegian/Swedish language compliance elements📌 Risk Warning: Affiliates ignoring national restrictions could lose operator access or face formal takedowns.

📊 Final Compliance Checklist for 2025 iGaming Affiliates

To stay competitive and compliant in 2025: ✅ Review affiliate deals by GEO — especially in regulated markets✅ Add RG messages, 18+ icons, and full bonus T&Cs on all landing pages✅ Localize content for Sweden, Norway, and Finland with compliance-first language✅ Only promote licensed brands in regulated markets✅ Monitor affiliate program policy updates—some are adjusting terms quarterly💬 Your Turn: Which market are you most focused on in 2025—UK, Sweden, or the new Finnish market?

Drop your comments below. We respond to all affiliate-related questions and insights.

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