Flutter and Kindred adopt zero tolerance policy over coronavirus affiliate ads

Flutter Entertainment and Kindred Group have communicated a zero-tolerance policy with affiliate partners over the use of coronavirus in marketing material.

One affiliate has this week been promoting UK-licensed operator partners including Casiplay as a “coronavirus safe casino” in email messaging to potential customers.

In response, an email seen by EGR Intel and sent by Kindred Group head of affiliates Ryan Henderson said: “It saddens me to have to say this, but there are already examples of some affiliates attempting to use the global pandemic to their advantage.”

The email continued: “Kindred Affiliates strictly prohibits the use of coronavirus in any way in any affiliate marketing activities. If you are found to be exploiting this situation, your account will be immediately closed.”

Flutter-owned Paddy Power Betfair has adopted a similar zero-tolerance approach, threatening immediate suspension for affiliate partners found in breach of the Covid-19 guidelines.

The PPB partnerships team said: “Paddy Power Betfair does not want the current global pandemic situation used as a marketing ploy by any affiliates or partners when promoting our brands.

“Partners are not allowed to reference coronavirus in any marketing materials when promoting PPB brands. We will have zero tolerance on this type of activity and partners will be suspended immediately.”

The Dutch Gambling Authority this week described similar coronavirus ads as “completely objectionable” and has since increased fines for Covid-19-related marketing by €50,000.