Gaming Affiliate Marketing Faces New Restrictions Across Europe and Beyond in 2026

The second half of 2026 has brought major changes to how advertising traffic is regulated. Europe’s iGaming sanctions are just the tip of the iceberg, already casting a shadow over markets worldwide. As regulators rewrite the industry’s rulebook, Denmark is a straight-shot example of lawmakers disrupting the status quo of affiliate marketing in iGaming. 

A casual player may wonder, “Should this trouble me at all?” After reading this article, you’ll understand that the gambling industry’s metamorphosis will affect everyone.

Denmark Targets Revenue-Sharing Affiliates and Gambling Advertising

The Danish government unearthed Bill L 37 that revamps the Gambling Act from the ground up. Originally part of the broader Spilpakke 1 reform package, the bill revives proposals that previously lapsed when a general election was called. 

Bill L 37 clamps down on the Revenue Share (RevShare) model by prohibiting affiliate payments based on turnover, winnings, or losses.

Operators won’t be able to pay third parties according to how much referrals spend or lose. Marketing deals must be transitioned to fixed fees or traffic-based payment models, such as cost per click or per-referred-visitor volume. Restrictions apply to existing contracts for activity taking place after the new rules come into force.

Protecting Vulnerable Individuals by Disallowing Physical Advertising

By impeding affiliates, Bill L 37 strives to protect vulnerable groups. Key provisions include a statutory "whistle-to-whistle" broadcast ban around live sports events, ad prohibitions within 200 meters of youth institutions, and strict rules for influencer marketing. No more role models, active athletes, individuals under 25, or influencers with over 10,000 followers. 

While the UK, Spain, and the Netherlands have introduced advertising time windows or sports sponsorship bans, none of the European regulators has gone so far as to prohibit RevShare, as Denmark has.

New Affiliate Marketing Restrictions Across Key iGaming Markets in 2026

Enter an era of stricter regulatory frameworks, with heightened oversight of the gambling industry. Bulgaria, Croatia, and New Zealand have established new restrictions to promote accountability, limit promotional tactics, and eradicate bootleg marketing.

Bulgaria: Mandatory Licensing for Affiliate Operators

In August, the National Revenue Agency (NRA) issued guidelines regarding amendments to the Bulgarian Gambling Act. Legislative changes introduce obligatory licensing for local and foreign affiliates that promote gambling on a performance-linked commission basis.

• Commissions for referrals, deposits, bets, or winnings require a license (valid for 5 years).

• Foreign companies must appoint a spokesperson in Bulgaria.

• All online promotional channels must be disclosed.

• New rules apply to websites, apps, social media, and streaming platforms.

• Affiliates may only promote brands with an active Bulgarian permit.

• Fixed or time-based fees unrelated to gambling performance are excluded.

A licensed affiliate must pay a fixed annual fee of €6,000 and a 10% variable performance-linked commission tax. Otherwise, they’ll face fines ranging from €2,000 to €20,000, forfeiture of all funds received from rogue operators, and 24-hour blocking of their website or channel by telecommunications providers upon the NRA's order.

In the meantime, legislative debates have resurfaced almost immediately regarding the licensing system’s long-term viability. There is a good chance that the current framework will be repealed in favour of stricter, direct marketing prohibitions and additional promotional restrictions.

Croatia: Google Ads Restrictions and More

Regulatory oversight in Croatia combines updates to digital platform policies with statutory national advertising laws. Since October, Google Ads has been prohibiting the promotion of online gambling content. 

The new policy revoked existing certifications for aggregator and affiliate sites that provide comparisons or directional links to third-party services. Nevertheless, it didn’t affect companies that advertise their own licensed casino, betting, or lottery products.

After the Croatian Gambling Act was revised, electronic publications are barred from hosting links that lead to gambling websites. Additional restrictions include: 

• No online, radio, or television gambling advertisements between 06:00 and 23:00.

• Print advertising and public outdoor displays are banned entirely.

• Marketing campaigns can’t feature celebrities, media influencers, or live streamers to promote gambling.

• Bonuses and incentives can only be advertised on official websites.

• Corporate sponsorships are limited strictly to company names, logos, and recognisable service marks.

New Zealand: In Denmark’s Footsteps

While European regulators are still contemplating the harsh RevShare sanctions imposed by Denmark, New Zealand didn’t shy away from following its Scandinavian peer's lead.

The Online Casino Gambling Act 2026 banned performance-linked payment models for affiliates: CPA (Cost Per Acquisition), Revenue Share, and hybrid models.

• Licensed casinos are legally responsible for all third-party advertising conducted on their behalf.

• Advertisements cannot showcase real people, characters, or AI-generated images or avatars.

• Bonuses may only be advertised on the website or sent to users who have given explicit consent.

New provisions in New Zealand were approved in May 2026 and will affect only 15 license holders after the country's regulated gambling market launches in early 2027.

What’s Next for iGaming Affiliate Marketing in 2027 and Beyond?

One of the methods of regulating the gambling market will most likely involve targeting affiliate service providers. For example, the two Nordic iGaming powerhouses — Sweden and Finland — have already set such plans into motion.

Sweden to Target Affiliates Early Next Year

The Swedish gambling authority (Spelinspektionen) will penalise affiliates, influencers, advertising networks, and payment channels in January 2027. Anyone who brings players to illegal casinos will be criminally liable.

Intermediaries will face legal consequences and criminal exposure if they drive Swedes to unlicensed iGaming brands.

Sharing affiliate links and promo codes on Twitch, Kick, Instagram, TikTok, and Discord may be considered breaking the law.

Finland Isn’t Falling Behind

Effective July 2027, Suomi will remove affiliates and influencers from the list of allowed advertising means even for legal operators.

Third-party facilitators, review portals, and social media “thought leaders” could no longer run promos or earn commission-based payouts for referring users.

How Gambling Advertising Rules Are Changing Across Key Markets

Remember the slogan “Play Responsibly”? Spain and Brazil already require all operators to publish more detailed disclaimers.

From December 2026, brands within the Spanish jurisdiction must rotate three designated warnings in equal proportions:

1. “Ludopatia is a risk of gambling addiction.”

2. “The probability of losing money is 75%.”

3. “Total player losses exceed their winnings by 4 times.”

Digital banners, videos, and emails must feature a warning box that occupies at least 15% of the total height and covers the full width of the advertisement:

• Black text against a white background.

• Formatted in lowercase Helvetica Bold within an 18-pixel black frame. 

• The "Solo para mayores de 18 años" (18+ only) statement.

• A direct link to the official responsible gaming portal — juegoseguro.es.

Warnings must be visible without scrolling and cannot be hidden, recoloured, or covered by text or graphics. The disclaimer window must be displayed for at least 5 seconds. Noncompliance imposes sweeping bans on digital advertising channels.

Brazil's regulatory focus has also tightened on compliance and promotional limits. Since July 2026, all gambling advertising materials require explicit risk disclaimers. And since September 2026, social networks, websites, search engines, mass media, and other public communication channels can’t advertise betting.

How New Restrictions Will Affect Casino Operators

Household names with substantial customer databases can invest more in email marketing, loyalty programmes, organic search, signature content, and customer referral initiatives. But smaller certified casinos could struggle to bring new customers without an affiliate traffic supercharger.

The most important thing is — new restrictions can give black-hat operators free rein. If the “good guys” cap affiliate budgets or steer clear of certain promotional channels, swindlers may fill the resulting vacuum: 

• Higher commissions.

• Shady promotional tactics.

• Targeting audiences the way law-abiding businesses won’t dare.

Could Stricter Advertising Rules Push Players Towards the Black Market?

There’s a high probability this will come true. Once legal casinos lose access to tools that have proven effective over the years, brand visibility may decline.

Players won’t be able to draw the line between legitimate and uncertified websites. Some may turn to the black market because illegal platforms are easier to find through SERP, social media, or word of mouth. 

At the end of the day, authorities must lay out the harm of using barred casinos to the broader audience. Simply “because we say so” won’t cut it. Regulators should clearly explain the pitfalls of siding with underground operators: 

1. Lower level of security.

2. Payout issues.

3. Inability to file complaints.

To prevent players from willingly or involuntarily registering at illicit platforms, taking drastic measures against the black market seems like a logical step. For example, the Dutch Gambling Authority (Kansspelautoriteit) investigates illegal operators and imposes financial penalties, in addition to regulating the iGaming market in general.

Summing Up

As things stand, each country plays by its own rules that are still in their infancy, so it is too early to predict the ultimate impact.

Perhaps some countries will restrict advertising or ban affiliate marketing and call it a day. Or maybe they will go all guns blazing to weed out unlicensed brands, as the Netherlands does at the moment. 

What is known for sure is that existing and future changes in iGaming regulations will affect operators and players alike.