William Hill in warning to Affiliates concerning Promotion of Unlicensed US Casinos

By Simon Wright, Last updated Jan 27, 2021

This morning affiliates who work with and promote William Hill have woken up to an email from William Hill Affiliates, reminding them that they are not to promote ‘unlicensed’ US facing online casino and iGaming properties, alongside William Hill, on the affiliate sites they are marketed on.

The email communication sent by William Hill Affiliates reads: “Dear Affiliate. This is a reminder to all affiliates not to promote William Hill alongside unlicensed operators on any website.”

“If you are doing so, please remove all William Hill promotions from those websites immediately. Otherwise, we may have to close your account in line with our terms and conditions.”

The likes of William Hill in recent months have spent a considerable amount of money in positioning themselves in potentially lucrative US States such as New Jersey, where they have partnered with the likes Monumental Sports & Entertainment, to offer their sports betting and casino services to the US market.

It is thought that having their brand marketed alongside unlicensed US facing operators on affiliate sites, could in turn jeopardise their own licence with US State Regulators. Indeed, if you are an affiliate and work with any affiliate programme that has a licence to operate in the US, you should ensure that you do not promote any unlicensed US facing iGaming operator.

There are several very large iGaming operators with a vested interest in the US market place besides William Hill, with the likes of Kindred who own 32Red and Unibet and Stoke based bet365.

It is also our understanding here at Casinomeister, that all operators who are licensed within the US, will be taking a zero tolerance policy towards any affiliate that works with them, who also promote sites to the US which do not hold a relevant licence to operate within the US.

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