Regulated markets are not the affiliate’s enemy. They’re an environment with clear rules where you can work consistently and long-term – if you understand what each jurisdiction actually requires. In this piece, we break down the key requirements for legal GEOs, explain how to avoid getting blocked from day one, and show through real examples why following these rules has a direct impact on your revenue.

The main technical and legal pitfalls when switching to a white-label product – where should media buyers look for information on the requirements of each licensed GEO?

For each active GEO, there is a clear set of rules: disclaimer requirements, restrictions on wording and visual elements, format recommendations – all in one document. No guesswork, no independent interpretation of regulatory requirements.

"We always emphasise that we work with partners collaboratively, because it's in our interest for campaigns to launch without blocks and run smoothly. That's exactly why we ask partners to share their creatives before launch. Not to take their approach, but to make sure they don't lose money on a campaign that could have been fixed in ten minutes before going live."

— Natalya Indurova, Head of Marketing at Tonybet

If you want to learn how to work in regulated markets without getting blocked – register with Tonybet Affiliates and your manager will provide all the necessary guidelines for the GEOs you’re interested in. Or simply reach out to us directly on Telegram: @tonybetaff

Advertising in regulated markets — what’s allowed and what’s not

A breakdown of restrictions across some of Tonybet’s active GEOs

Spain

  • Age: 18+
  • Key restrictions: advertising is prohibited during prime time (6:00–22:00 on TV and radio); strict requirements for bonus advertising – bonuses cannot be promoted without clearly stating the terms and conditions.
  • Influencer marketing is only permitted through licensed operators with mandatory disclosure.

Based on our experience in the Spanish market: it’s important to keep in mind that a blogger must not only be over 18 – they must also look 18+. Content featuring influencers who appear to be underage falls under the same restrictions as advertising using youth imagery – regardless of the creator’s actual age.

What affiliates need to know: all advertising materials must include a responsible gambling warning. Creatives depicting success, wealth, or gambling as a solution to financial problems are prohibited.

Ireland

  • Age: 18+
  • Key restrictions: advertising must not target vulnerable groups, including people with gambling addiction.
  • Restrictions apply to social media advertising that may reach minors.

What affiliates need to know: Ireland is currently undergoing a regulatory transformation – the Gambling Regulatory Authority of Ireland (GRAI) is actively tightening its requirements. Rules are changing, so it’s worth checking the latest guidelines with your Tonybet Affiliates manager before each campaign launch.

Netherlands

  • Age: 18+
  • One of the strictest markets in Europe. A complete ban on influencer marketing targeting audiences under 24. Prohibition on advertising featuring celebrities and athletes. Strict targeting requirements – ads must not reach audiences under 24.

What affiliates need to know: the KSA actively fines violators – and the amounts are significant. Any creative that could be perceived as appealing to a younger audience is at risk. Mandatory labelling is required on all advertising materials.

Canada – Ontario

  • Age: 19+
  • Advertising must not target minors or vulnerable groups. Use of imagery appealing to youth is prohibited. Responsible gambling messaging is mandatory across all materials.

What affiliates need to know: Ontario has a high self-exclusion rate – a portion of referred players voluntarily restrict their own access to platforms. A standard approach that works in other GEOs may underperform here. A dedicated strategy tailored to the Ontario audience is required.

Why don’t top affiliates go back to the grey market – even with so many restrictions in the white space?

Let’s look at a real example: the average revenue per user (ARPU) in online gambling in Latvia is approximately $1,290 per year – and this is in a small country with a population of under 2 million people.
 Source: Statista

Now compare that to a typical grey market setup: an affiliate brings in a player for a CPA of $40–60, the player makes a first deposit and leaves – because an unlicensed operator doesn’t invest in retention, bonus programmes, or audience trust.

In regulated Latvia, the picture is different. The share of the illegal market dropped from 41% in 2020 to 24% in 2024 – meaning more and more players are consciously choosing licensed platforms and staying longer.
 Source: Advennt

For an affiliate on RevShare, this is a direct revenue driver: a player with an ARPU of $1,290 per year at a standard RevShare rate of 25–30% generates $320–390 annually for the partner – compared to a one-time CPA of $50 in the grey segment.

Conclusion:

The complexity of entry works in your favour – it filters out competitors and leaves the market to those who are ready to work systematically and think long-term. If you want to enter regulated markets with the right partner and over 15 years of expertise – register with Tonybet Affiliates or reach out directly: [email protected]