Affiliate Email Marketing for iGaming

Affiliate email marketing rules at a glance

Which email platforms allow gambling content?

Check this first, because it's the rule that ends lists overnight. Some of the biggest names ban gambling in their acceptable use policies, and a few ban affiliate marketing too, which is a double knock on the door that nobody answers.

Checked 29 September 2026. Policies change, so read the current version before you build a list on any platform.

Klaviyo also prohibits "Promotions for the primary purpose of affiliate marketing". So if you build a list on a platform that bans your niche, you're not building a list. You're building a very organised way to get your account closed.

What are the consent rules for affiliate email in the UK and US?

In the UK, the rule is consent first. The ICO says "You must not send electronic mail marketing to individuals, unless: they have specifically consented to electronic mail from you; or they are an existing customer who bought (or negotiated to buy) a similar product or service from you in the past" (ICO). Affiliates rarely have "existing customers" in that sense, so in practice you need specific consent.

In the US, CAN-SPAM is about honesty rather than prior consent. The FTC's guide lists the essentials, and adds a line affiliates should frame: "even if you hire another company to handle your email marketing, you can't contract away your legal responsibility to comply with the law" (FTC).

Two countries, two philosophies, one shared message: don't pretend to be something you're not. Knocking on a door wearing a postman's hat you bought online is, legally speaking, still you.

How do you keep self-excluded players off your list?

This is the rule that matters most in gambling email. The UK Gambling Commission tells operators they "must take steps to remove the name and details of a self-excluded individual from any marketing databases used by your company or group (or otherwise flag that person as an individual to whom marketing material must not be sent), within two days" (Gambling Commission).

It reaches affiliates through the operator: "You must take responsibility for any third parties you contract for the provision of any aspect of your business related to the licensed activities." The Commission's affiliate guidance suggests operators manage the risk "by ensuring that the affiliate removes from its marketing list any individual who has self-excluded" (Gambling Commission).

Use a suppression list, not just an unsubscribe tag, so the person can't be re-added by a new signup form next month. This is the one door you never knock on again, not even to apologise for knocking.

What should casino and betting affiliates send to their list?

Things people signed up for, clearly labelled. Useful emails keep people subscribed; pure offer blasts train them to hit "spam".

Offer emails follow the same UK bonus rules as any ad: significant conditions such as eligibility, wagering requirements and time limits must be clear and prominent (ASA). And tell people you earn commission. The FTC suggests plain wording like "I get commissions for purchases made through links in this post" (FTC). A friendly knock, with your name on the door.

How do you build an email list the right way?

Give people a reason to sign up, ask clearly, and keep records. The best lists are small and willing, not big and bewildered.

Never buy lists. Beyond the consent problem, you have no idea whether a bought list contains self-excluded players, and "I didn't know" is not a defence anyone wants to test. Buying a list is like buying a bag of house keys from a stranger and trying every door on the street.

How we approach email at Seven Affiliates

We're building a curated network of private iGaming offers, and offer terms are agreed privately with your account manager. Before you email an offer to your list, check what you're allowed to show publicly and which markets it's approved for.

We offer CPA, RevShare and Hybrid deals, with RevShare calculated on NGR, 35% by default, and no negative carryover. Email is where RevShare tends to make sense, because a loyal list keeps playing, and our real-time dashboard shows you which sends actually earn. Our CPA vs RevShare guide covers the choice.

FAQ

Can I use Mailchimp for casino affiliate emails?

No. Mailchimp's acceptable use policy prohibits "Gambling services or products" and "Affiliate marketing". Klaviyo also bans gambling content. Brevo allows it only after a vetting process with its support team.

Do I need consent to email people about casino offers in the UK?

Yes. Under the ICO's guidance, you must not send marketing emails unless the person specifically consented to email from you, or is an existing customer who bought a similar product from you, which rarely applies to affiliates.

What do I do with self-excluded players on my list?

Remove or suppress them immediately. The UK Gambling Commission requires operators to remove self-excluded people from marketing databases within two days, and operators are responsible for the third parties, including affiliates, they work with.

What does CAN-SPAM require?

Accurate subject lines, a clear disclosure that the message is an ad, a valid physical postal address, and honouring opt-out requests within 10 business days.

Should I disclose affiliate links in emails?

Yes. The FTC expects affiliates to disclose their relationship clearly and conspicuously, close to the recommendation, with wording such as "I get commissions for purchases made through links in this post."