Operators Nervous That Affiliates Will Trip Them Up in Strict Sweden

Swedish online gambling licensing rules are so strict that at least one operator is forbidding affiliates from directly marketing to Swedish players to keep them from inadvertently approaching self-excluded gamblers.

Betway Group has decided to play it safe by barring its affiliates from directly marketing to customers, according to head of affiliates Robert Wakeham.

“The risk-reward ratio is a no-brainer,” he said. “All it takes is for them to hit one self-excluded player and it’s our licence on the table.”

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