New customer ID check rules for UK online gambling operators

[Biti]

For a new project, we've asked ASA to do an audit on the concept. The idea was to have an approval to be able to reply to programs that come up with all kind of requests "Hey, it's approved, don't bother."

First of all, their advice was not binding; besides that, they came up with things like we had to do age verification. They suggested asking people to make some payment (wtf, pay at an affiliate website?).

We decided to focus the project on other things than the UK. It's not easy to comply fully, and once this demo game thing is over, they'll come up with something else. I'll see within a few years if it's worth jumping in. I expect not.

They have some free audit but expect a lot of nonsense.

 

[big fish]

Ok, received such mail from Shadowbet today which I don't work with anymore so it went to the trashbin. Still, it's probably time to adjust to the regulations. Question is how to interpret it. What do they require from us? Age verification? Surely it should be enough to have a confirmation box for visitors to confirm their age as is the case on developer sites and alcohol websites? Or do they want us to ask for passport and utility bill

Yes its all about age verification. To run the free-to-play games you must first verify the user is of age. I don't see what all the fuss is for. I mean I understand the programs have to abide and we as affiliates have to abide when using free play casino games. Just another check box to tick...

 

[Casinochiefs]

Gambling Commission is very serious about this. It is normal that affiliate programs will simply ask affiliates to ask for age verification or remove the free-play option from their sites. Any affiliates who do not agree with it will simply be removed from the program. They are making it very hard for operators, now they will come on affiliates.

 

[danniee]

Love the sarcasm - but honestly - what do you think you can really do if you want to retain UK affiliate programs?
Be careful playing with the affiliate groups - because they don't have much hesitation in removing an affiliate these days.

We simply removed our free play games as a response to this - even though they were not on UK facing sites.

One can't help but get sarcastic with all the ridiculous rules that are anything but helping the players and only cause headache for affiliates and casinos since no one knows how to interpret them. We're not removing anything until we get some proper answers. Adding a age check guard could very well be enough since this is what several developer sites seem to have in place.

 

[NDG]

Yes its all about age verification. To run the free-to-play games you must first verify the user is of age. I don't see what all the fuss is for. I mean I understand the programs have to abide and we as affiliates have to abide when using free play casino games. Just another check box to tick...

It's just another check box to tick on a never ending list of boxes that need to be ticked.

 

[Imre]

It's just another check box to tick on a never ending list of boxes that need to be ticked.

I have been told that the age guard popups ("Are you over 18?") on the game developer's sites fall under different rules according to UK compliance rules. They classed as B2B and not customer facing which is an exception while affiliate sites are end-user facing and require age verification.
Anyone has an idea what form of age verification should this be on affiliate sites?
I think requesting any type of KYC document for identification on an affiliate site is not feasible for acceptable user experience. As a website visitor I would never provide such verification on a simple affiliate content site.

 

[danniee]

I have been told that the age guard popups ("Are you over 18?") on the game developer's sites fall under different rules according to UK compliance rules. They classed as B2B and not customer facing which is an exception while affiliate sites are end-user facing and require age verification.
Anyone has an idea what form of age verification should this be on affiliate sites?
I think requesting any type of KYC document for identification on an affiliate site is not feasible for acceptable user experience. As a website visitor I would never provide such verification on a simple affiliate content site.

Correct, affiliates who wish to continue to offer demo games to UK visitors will need to subscribe to one of the age verification services available on the market. It's expensive, involves some work and definitely not worth it in terms of visitor experience as you write yourself. I personally decided to drop it and block UK ip from gaining access to demos. Those who have a vpn will know what to do. Everyone I've talked to in the industry says the same thing, it's getting really ridiculous now when we're on this level.

 

[Imre]

I agree danniee. Perhaps geo-restricting the UK traffic on demo games pages is the way to go. But it's still unclear if this is acceptable for compliance.

 

[Biti]

I agree danniee. Perhaps geo-restricting the UK traffic on demo games pages is the way to go. But it's still unclear if this is acceptable for compliance.

It's a UK rule for UK residents. If Maltese, Greek, German, etc residents can access demo games is not of their business.

Casinos should also stop trying to enforce UK rules to other markets like they sometimes try to do with KYC.

 

[AussieDave]

Yes its all about age verification. To run the free-to-play games you must first verify the user is of age. I don't see what all the fuss is for.

Agree, it is totally ridiculous.
Especially given that any child (UK or otherwise), can freely access all kinds of hard-core porn.

Casinos should also stop trying to enforce UK rules to other markets like they sometimes try to do with KYC.

KYC (Know Your Customer) is wide spread, and valid in many countries other than the UK. Generally though (I still stand by this) it's not a valid request if it's B2B (business to business), and AFAIK is only valid for B2C (business to customer).

Try getting an affiliate program to supply an affiliate with their KYC

 

[Betting In The North]

Yeah, KYC is used in Sweden too, as well as in Australia I know. So no, not only in the UK

 

[AussieDave]

Reiterating, B2B game developers are exempt, and they can use either 'Are you 18 or older button' or a drop down 'add you age' form. However affiliates fall under the umbrella of B2C (business to customer).

In which case, affiliates are obligated to verify the age of site visitors wanting to play their demo games.

Agree with @danniee best to GEOIP block (make sure your using IPV4 and IPV6).

I'd also go so far as blocking the TOR network. And, I'm sure some UK visitors will start using a VPN. Hard to block those, but you could do a browser sniff. Not sure about Chrome but Firefox come in different language options. UK is one, so too is USA and AU.

Taking these steps, you wont run foul of a program who would use these demo game bans to terminate your agreement

 

[melcb]

If you are going down the verification route then these are some options to use, they were recommended by some aff managers:

TransUnion
VeriMe
Gbgplc

 

[Gamblerspro.com]

This is actually one regulation I can stand behind though I think it's a bit ridiculous to ban access to free play demos, while at the same time there are hundreds of casino streams on children platforms out there (Twitch/Youtube). I honestly dont think free play is a problem whatsoever.

With that said, it's a bit sad to see all this demonising of gambling and what seems to be getting closer to over regulation.

Wait until Corbyn is elected (IF) - he'll probably nationalize the bookies and make people apply for a permit to play.

 

[danniee]

If you are going down the verification route then these are some options to use, they were recommended by some aff managers:

TransUnion
VeriMe
Gbgplc

Thanks for sharing. Have actually been looking into it, but not sure it will be worth it. How many visitors will want to give their phone number to some "dogdy" affiliate site just to play a demo game, not many I would think. But I could be wrong of course.