How marketers can work responsibly

NEXT.io sat down with seven key players to discuss the industry’s commitment to responsible marketing and how marketers can work responsibly.

Alex Wilson – Head of Marketing Division, GameOn
Oleksandra Panchenko – Chief Marketing Officer, Betbazar
Araminta Hannah – Co-founder and Director, Comparasino
John Chyriwsky – Head of Marketing, Fincore
Suzanne Jiggens-Johnson – Marketing Director, Slots Temple
Dorota Gruszka – Marketing Manager, Booming Games
Harel Falk – VP of Sales & Business Development/Solitics

‍NEXT.io: Is the industry taking its commitment to responsible marketing seriously enough? 

Alex Wilson: I’d say that most operators play well within the parameters set in regulatory guidelines and marketing standards, but some get pretty close to the line. The Betting and Gaming Council needs to be commended for the work it has done here, and in particular its “Take Time to Think” campaign. There was great coordination between the council and wider industry to ensure that operator experience and opinions shaped the product and its relevance so that it improved the sector’s reputation and did not harm it. Operators have taken different approaches in implementing the campaign – for some, the minimum effort has been sufficient, but for others, they have put their full weight behind it. For me, committing to responsible gambling – and marketing – makes a real difference to brand perception, reputation, player management, partnerships and commercials.  

Oleksandra Panchenko: The industry is making efforts to promote responsible marketing by adhering to all of the key rules: age restrictions, responsible iGaming messages, and offering players the option to self-exclude. These initiatives reflect an understanding of ethical marketing practices and a commitment to regulatory compliance. However, the issue of responsible marketing in the iGaming industry will always be controversial. We can see that sometimes ads lack transparency as they emphasise potential benefits rather than the risks associated with them. To address these issues, marketers in the iGaming sector must balance commercial goals with ethical responsibilities. Increasing transparency, improving audience targeting, and prioritising responsible promotion can help protect consumers – especially vulnerable groups – while maintaining brand integrity and trust.

Araminta Hannah: I think a lot of online casino comparison sites pay lip service to responsible marketing, but few are genuinely committed to responsibly marketing their brands. In fact, some are intentionally marketing irresponsibly by targeting search terms around “online casinos not on GamStop” to engage the most vulnerable players that are looking to circumvent the self-exclusion they have put in place. This is despicable, but it’s good to see the Gambling Commission working with search engines to have these comparison sites removed from the results pages. At Comparasino, we go beyond the minimum standards such as having 18+ and “Please gamble responsibly” on the website footer and proactively educate players about the risks of online gambling and the tools and services available to help them stay in control of their play. We see this as a way to drive brand awareness and build consumer trust.

John Chyriwsky: The industry talks a lot about responsible marketing, but are actions matching words? Not always. While some companies are genuinely embedding responsibility into their strategies, too many still treat it as a box-ticking exercise. We all know people crave authenticity, and that applies here too. Responsibility needs to be at the core of how we engage with audiences, but it needs to be genuine. It’s time to move beyond compliance as a minimum standard and embrace responsibility as a key driver of brand integrity and long-term customer trust. More leadership is definitely needed here.

Suzanne Jiggens-Johnson: Overall, yes. Most operators support responsible gambling regulations, and even those who feel like they are too tight have learned that the risks of not following marketing rules properly can have big consequences. Of course, you can never totally stop illegitimate operators, and there will also be some legitimate operations who like to try their luck at times, but I believe the vast majority in the industry are fully onboard. Ultimately, it’s about doing the right thing for the player. Being honest with what you are offering is always going to win out in the long-term. There is no point offering a bonus with loads of hidden restrictions and caveats, as it will just annoy players, and they will take their business elsewhere. Being honest with your marketing and promoting responsible gambling is good for everyone and will help ensure players continue to return to your site.

Dorota Gruszka: The industry has made significant strides in its commitment to responsible marketing, but there is still room for improvement. Many leading operators, regulators, and game providers – including online slot providers like us – have adopted stricter guidelines to ensure marketing practices do not exploit vulnerable individuals, especially minors or those with problem gambling tendencies. The growth of digital and social media marketing creates more complex environments where younger audiences are more exposed. Some companies may still prioritise aggressive marketing tactics that push player acquisition without regard for responsible messaging. At Booming Games, we always ensure full compliance with regulations, and while we of course aim for strong visibility, we prioritise adhering to responsible marketing guidelines. This also includes carefully selecting the right affiliates and streaming partners to promote our products responsibly.

Harel Falk: From a customer communication and engagement standpoint, it is a subject that is taken very seriously by operators and their marketing teams who will often choose the “safer” route even if this means forgoing strategies that could serve them and their customers well. Due to evolving regulation, as well as the changing public perception of safe gambling, marketers must go through rigorous processes (business, legal and compliance-wise) to raise campaigns and approve communications, which again shows how seriously they take their marketing activity from a responsibility perspective.

NEXT.io: What difficulties do marketers encounter when it comes to responsibility, compliance etc? 

Alex Wilson: At a game level, marketers need to think carefully about artwork and assets and their suitability for use in marketing campaigns. Then there are the nuances in regulatory standards to contend with – this can be incredibly difficult without the support of a proactive compliance person/team. It’s common for marketers to take a one-size-fits-all approach, but this can disadvantage providers in jurisdictions where regulations and requirements are more liberal as most apply the strictest standards to marketing campaigns with a “better safe than sorry” philosophy. I still think that marketing and compliance are currently a little siloed and should work more closely together, although this takes investment from both sides to better understand their respective goals.  

Oleksandra Panchenko: Marketers in the iGaming industry face significant challenges related to liability and compliance. Promotion in different jurisdictions requires constant adaptation of marketing strategies. Strict rules on advertising in different countries, as well as the rules of the platforms themselves (social networks, search engines, etc.), can limit the variability of advertising or prohibit it altogether if they perceive it belongs to the iGaming sector. Digital marketing channels help in more precise targeting, so as not to pinch banned age groups, or vulnerable segments of the population, but very often we cannot even use these settings, because there is a ban on advertising from the platforms themselves. Another challenge is balancing attractive offers with responsible messaging, as creating an effective advertising campaign in the iGaming industry while being ethically sound is a delicate task. Finally, intense competition forces marketers to differentiate their brand without resorting to aggressive tactics that may contradict ethical principles, which requires work and additional resources. The balance between commercial goals, advertising restrictions and social responsibility remains the main challenge.

Araminta Hannah: I don’t think there are any difficulties for comparison sites. In most regulated markets, there are clear guidelines for how we can market our brands and services to consumers, so we simply have to play by those rules. Of course, part of our job as marketers and brand builders is to push boundaries in how we engage consumers and foster brand equity among target audiences. But when developing campaigns or trialling new channels, we must always align activity with the frameworks and requirements in place. That said, it can sometimes be tough to understand requirements and whether a campaign or creative is close to the boundary or a little beyond it, and this is why you occasionally see operators – and indeed comparison sites – getting called out by advertising watchdogs like ASA.

John Chyriwsky: This industry is full of fabulously creative marketeers.  I get it – embedding more responsibility into your marketing can feel like you’re being forced to turn the volume down at a party when you’ve just got everyone dancing.  It’s like walking a tightrope between creativity and compliance, especially when you’ve got multiple jurisdictions and all of them have their own different regulations. That said, I’m a firm believer that in every challenge there’s an opportunity, and there is here too.  It’s harder to create campaigns that resonate, but for those that do manage it, they’ll really stand out from the crowd.

Suzanne Jiggens-Johnson: The biggest challenge facing most operators is subjectivity. There’s a lot of grey area around advertising rules, and if you’re not cautious, you can very easily fall foul of regulators and be punished. There have been plenty of examples of this over the last few years, with advertising to vulnerable people or audiences under 18 proving to be one of the biggest challenges. Using influencers or celebrities to advertise a product has also led to many problems, because it’s extremely difficult to determine whether their target demographic is people under 18. Does using a professional athlete target under-18s? In some cases, it has been totally acceptable, while in others, governing bodies have decided it does, and this has led to punishments. While there are loose recommendations designed to help operators determine whether their marketing is compliant, the decision will ultimately always come down to the regulator – and we believe it’s always better to not take that risk in the first place.

Dorota Gruszka: Marketers in the iGaming industry often face the challenge of keeping up with ever-evolving regulations, which can vary widely across regions. What’s permitted in one country may be restricted or completely banned in another, making it difficult to craft campaigns that are both compliant and impactful. Regulations are frequently updated, meaning we constantly need to adjust our strategies and campaigns to stay within legal boundaries. The lack of clarity or the possibility of differing interpretations in these regulations can create uncertainty, so ensuring full compliance becomes even more critical. This is why close collaboration between the marketing and legal teams is essential. Together, we work to navigate these complexities while still delivering marketing that engages our audience and drives results, without compromising on responsibility or compliance. Another challenge is working with affiliates, streamers and media partners, as they need to follow the same strict guidelines and managing those relationships adds another layer of complexity to the equation.

Harel Falk: Many difficulties span this topic, from adhering to specific regulations, laws and rules, to internal politics and public perception. However, one of the crucial things that marketers lack to assist them with this is automation technology and access to real-time data. This is a critical tool that would enable them to automate communications and engagement in a proper yet responsible way. For example, when your betting data per player updates only the next day, sending a live bonus becomes problematic, as you might be providing a bonus to a player who shouldn’t get it, or has gone over the limits they have set. The right technology gives marketers these real-time capabilities as well as centralised control over content and data. This makes 50% of the task (if not more) much simpler and more manageable while opening up whole new worlds for them to explore, all within the boundaries of responsible and compliant marketing.

NEXT.io: How can these difficulties be addressed to make it easier for marketers to work responsibly? 

Alex Wilson: It comes down to marketing involvement in other areas of the business and for each department to let the team in and guide from the outset rather than having them simply be delivered an end product to sell. With this approach, the marketing team does not influence the product, which makes their task so much more difficult. In addition, the marketing team needs access to a solid regulatory framework and an engaged compliance team invested in building a mutual appreciation for each other’s specialism and end goals. Companies can easily slip into appearing tone-deaf to their customers’ demands, and this is why they need to invest in market, customer and competitor research. This needs to be continuous and led by the marketing team, with insights fed back into the business. It’s also important to test the impact of campaigns and the best way of doing this is to gather data to analyse and track activity through product-related commercials as well as softer measures. This provides the marketing team with tangible power to deliver activity with conviction and gain buy-in from other areas of the business that need data to be convinced of its effectiveness.

Oleksandra Panchenko: I’m afraid the problem is not that marketers find it difficult to follow the rules of responsible marketing – the problem is in efficiency. Will the advertising still be understandable for the target consumer and how will it impact on commercial success? I think to help marketers on this front, there are a number of things that can be done. Firstly, we should be advocating for clearer unified rules in all regions to facilitate compliance. Secondly, companies should be clear on their goals and realistic in their expectations – if they simply aim to maximise commercial success, they must understand the potential risks of not complying with the rules of responsible marketing. Conversely, if they emphasise strict adherence to these rules, they should accept that efficiency in terms of commercial success may be lower. Lastly, I believe there needs to be greater collaboration between marketers – or at least the companies they work for – regulators and industry groups as this will help to develop and implement best practices and make balancing commercial goals with compliance a far less onerous process.

John Chyriwsky: Collaboration is key – marketing, legal, compliance and the regulators all need to work together, not in silos. There is a danger that legal and compliance take a no-risk approach, taking a sledgehammer to crack a walnut and stifle any creativity.  Marketers should be equipped with real-time data and cutting-edge tools to ensure precision in targeting and messaging. Also, let’s demand clearer, more actionable guidelines from regulators. If the rules are understandable and consistent, marketers will have the freedom to push creative boundaries responsibly. It’s not about limiting creativity; it’s about giving marketers the confidence to innovate within a clear framework.

Suzanne Jiggens-Johnson: The easiest option is to avoid anything you believe could be problematic and to always take a cautious approach. If there is even the faintest possibility that something could resonate with children or vulnerable individuals, it’s best to avoid it altogether. We’ve adopted this policy with images containing characters or cartoons on our site. No one can view these images unless they are logged in. This measure ensures that we can effectively limit the visibility of potentially appealing content, ensuring it won’t be encountered by minors. Some operators may see this as being over-cautious, but given the subjectivity surrounding what captures the interest of younger audiences and vulnerable groups, taking such precautions is a worthwhile investment. Ultimately, it’s about prioritising not only our own safety but also the well-being of those who may be at risk.

Dorota Gruszka: Several strategies can be employed to facilitate responsible marketing for iGaming marketers. First, clearer and more consistent regulatory guidance is crucial. When rules vary by region or are open to interpretation, marketers are left navigating uncertainty. Regular training on evolving regulations and responsible marketing practices helps teams stay compliant and effective. Leveraging technology is another way to ease this challenge. Advanced data tools can monitor campaign reach and prevent the targeting of vulnerable individuals, while also helping refine audience selection. Managing third-party affiliates and streamers can be tricky, but creating strict guidelines, conducting regular audits, and maintaining close oversight will align them with responsible practices. Finally, fostering a company-wide culture of responsibility ensures that everyone, from leadership to external partners, prioritises ethical marketing. This cultural shift – alongside efforts to balance strong visibility with responsible messaging – is key to navigating the complexities of iGaming marketing responsibly.

Harel Falk: Many operators settle for what they have (in terms of marketing and CRM solutions) and impose harsh limitations on communications. This limits many aspects of their business including campaigns, creativity and more. Other operators will turn to third-party providers but are hindered by their own infrastructure or undergo massive data projects which are prone to fail. The solution is to bring in a third party that can leverage the brand’s existing infrastructure, centralize data in real time, and give marketers the tools they need to actually work responsibly and in a data-driven way.

NEXT.io: Are there any channels that incur greater risk than others? How should these be approached? 

Alex Wilson: Marketers are being pushed into the world of social media, where the audience often skews a little younger. Some of these channels do not provide the tools and insights you need to be really targeted with your activity, and this can raise concerns about communications hitting those not old enough to gamble online. There is of course an advantage to having a presence on these channels, but marketers need to tread with caution – it’s important to carry out research, fully understand the channels and the targeting tools provided and ensure that all campaigns are executed within guidelines and with integrity. This extends to working with affiliates and influencers. Companies need to do their research and only work with partners they trust, especially when those partners are outside of the industry. Putting clear guidelines in place and educating them on the specific challenges of responsible marketing within the industry will help create a solid foundation for the collaboration.

Oleksandra Panchenko: In my opinion, these are search engines, especially Google. Google takes into account the legislation and is connected with all relevant restrictions and prohibitions. Accordingly, it is almost impossible to launch an advertising campaign there without complying with the requirements, because each of them is separately checked. And if the system sees that you do not follow the rules – or do not do so in a way that the system views as safe – you can be blocked or have the company’s domain blacklisted for advertising on Google. This is quite critical, because often in such cases, they reject appeals without considering them – and we all understand Google search is a very important platform for promoting a brand, product or service. With all this in mind, I would suggest that these channels must be approached very delicately and that their requirements should not be taken lightly. It’s better to let the advertising message be less “clickable” in terms of its potential commercial benefits than the alternative of having the official website of your brand banned from all promotion.

Araminta Hannah: All channels present some level of risk, but social media causes the greatest concern for us, especially organic. This is because we have less control over the reach of posts than we do with paid campaigns. And it’s not even the content of the posts that’s the issue – all our messaging is responsible – it’s who ultimately sees it. How do we approach this risk? Well, we make clear that Comparasino is a service for over 18s only, we ensure all messaging is in line with the requirements set by our partners and bodies such as the ASA, and we also carry responsible gambling messaging on our posts. On top of that, we regularly post about responsible gambling so that our social media audience can learn more about the risks of gambling online and how they can ensure their play remains fun. Ultimately, it’s about understanding the channel and the risks it presents and then taking the necessary actions to mitigate those risks.

John Chyriwsky: Digital platforms – especially advertising and social media – are high-risk due to their scale and lack of precise control. Influencer marketing and affiliate partnerships can be equally risky if not tightly managed. Brands need to vet partners rigorously and invest in tech that monitors campaigns in real time. Being proactive rather than reactive is critical. Riskier channels can’t just be ignored – they need to be approached with stricter oversight and smarter targeting strategies to minimise exposure while maximising impact.

Suzanne Jiggens-Johnson: There has been a definite drop-off in email marketing campaigns from operators over the last few years. Mass email marketing has caused problems for several big names, with it being difficult to control who is reading the emails and where they are ending up. There is also the issue of subjectivity that I mentioned earlier, with the intention of the email sometimes being open to misinterpretation. Another extremely risky marketing strategy is using influencers on social media. It can be incredibly hard to police how an influencer markets a product, and it means you are fully reliant on them following the rules and regulations. You also need to be very careful with their target audience, with some influencers having cross-over appeal with adults and children and potentially landing operators in trouble. While most influencers working with iGaming companies are extremely cooperative, there is always the risk that the odd one falls through the cracks. This is why it’s important that we have strict agreements in place with influencers and affiliates to ensure they remain compliant with industry rules and regulations.

Dorota Gruszka: Certain channels definitely come with more risk when it comes to responsible marketing in iGaming. Social media, influencer partnerships, and streaming platforms like Twitch or YouTube are particularly tricky. These platforms often have younger, more impressionable audiences and the content can easily end up in front of people it’s not intended for, like minors or those with gambling issues. The algorithms on social media can sometimes push ads further than planned, and influencers or streamers might not always understand or follow the strict guidelines required for gambling promotion. To approach these risky channels, it’s essential to have clear, strict guidelines in place for anyone promoting your brand. Regularly auditing affiliates, streamers, and even social media ad campaigns helps ensure that content stays compliant. Using age verification tools and geo-targeting filters on ads can also reduce the chance of them being seen by the wrong audience. Ultimately, it’s about working with partners who genuinely care about responsible marketing and ensuring that everything stays above board.

Harel Falk: Naturally, channels that aren’t live channels incur greater risks, such as email. To demonstrate, an email with a bonus could be sent out to a player, however by the time they get to it, they might not be in a position to use it if they have gone over their pre-set limits or even self-excluded. This can lead to player disappointment and a bad experience, but for the operator and its compliance requirements, the repercussions can be a lot worse. This is why live, data-driven channels are much more preferable, such as like widgets and pop-ups. But the underlying “risk/danger” is not the channel but rather the data that pushes the message. Being able to engage the player in real-time, at the right moment, is key. When you raise a live pop-up with a personal 1:1 offer, it’s absolutely safe. Automating the decision-making, the content sent, and the bonus calculation based on the player’s live data, makes it a much safer and more responsible way of working.

NEXT.io: Do rules and regulations make creative and impactful marketing harder to achieve or do they actually present opportunities for brands/businesses to stand out? 

Alex Wilson: Not at all. In some respects, it’s a great leveller. There are always frontrunners and innovators; creatives who see opportunity within the parameters set and don’t treat the rules and requirements as the limit, but instead as a minimum standard they can go above and beyond. This is where a competitive advantage can be made and where opportunities for marketers to do what they do best deliver the greatest results. I think this is often missed – marketers jump to products and their benefit to customers without an appreciation for what storytelling around company ethos, values and commitment to responsible gambling can do for brand building and engaging the right audience.  

Oleksandra Panchenko: I think working with restrictions should always be viewed as an opportunity to pump your skills and think outside the box to find better options than those that are currently out there. At this point, you can stand out in different ways. It’s important to feel this line, where you act on the one hand within the framework of legal restrictions, but your marketing communication hasn’t reached the point of absurdity where it doesn’t correspond with your objectives at all. I can quite frankly say as a marketer working in the B2B iGaming sector that firstly, rules and restrictions complicate the work and reduce the effectiveness of marketing activities in the context of helping to achieve the company’s commercial goals. Secondly, we all work at high speeds and when we have to slow down due to the fact that something does not work because of rules or restrictions, very often there is no opportunity to stop and think about what to do to make it work effectively, look relevant and stay within the rules. On the contrary, this leads to a quick search for solutions, the attraction of additional resources and the expenditure of energy in order to catch up on everything due to a forced stop.

Araminta Hannah: In the online casino comparison space, it creates opportunities for sure. If you look at the operator space, it’s the brands that have a deep commitment to responsible gambling and communicate this to players that command the greatest market share in the UK. Affiliates are a little behind the curve here, both in terms of considering themselves brands in the first instance and then having responsible gambling as a core value of that brand. This is an opportunity we are looking to leverage, positioning Comparasino as the first online casino comparison brand and having responsible gambling as a core value of the brand and the services we provide to players.

John Chyriwsky: Constraints often drive innovation. The brands that find a way to align creativity with compliance will stand out – and responsible marketing is becoming a differentiator. In a world where so many things are fake, consumers are craving authenticity. Brands that embrace regulations as an opportunity to build trust and innovate responsibly will not just comply – they’ll lead. The real challenge is seeing compliance as an opportunity, not an obstacle.

Suzanne Jiggens-Johnson: On the face it, yes. Not being able to have big blaring messages offering free spins or big bonuses on X or Facebook may appear to make life more difficult for operators, but it actually forces you to find new ways to explain your offering to customers. It also encourages transparency between the operator and their audience. At Slots Temple, we adopt the philosophy that we would much rather have a player coming on board who knows exactly what we’re offering and who has made the decision to sign up with us because of that. This commitment to transparency is not only crucial for promoting responsible gambling, but also serves as a powerful marketing strategy in its own right. Remaining transparent and honest with your players is an excellent way to ensure their well-being and foster player loyalty. It will ensure a much healthier relationship with users in the long term.

Dorota Gruszka: Yes, rules and regulations can make marketing harder, especially in an industry like iGaming where there are so many restrictions. It can feel like there’s less room to be bold and creative when you’re constantly navigating compliance issues. You can’t always use flashy, attention-grabbing tactics, and you have to be careful with how you frame messages to ensure everything’s above board. But honestly, these challenges can also lead to some great opportunities. When you’re forced to work within limits, it pushes you to think outside the box and come up with smarter, more creative ways to connect with your audience. Plus, focusing on responsible gaming and showing that you care about doing things right can really help you stand out. It builds trust with your players – and in such a competitive space, being known for your ethics and responsibility can set your brand apart in a positive way. So, while it’s definitely harder, it can also be a chance to shine.

Harel Falk: The rules and regulations impose certain challenges on marketers, and it does create limitations. The other side to this coin is that if brands want to stand out from the competition, marketers have to think outside of the box and become much more creative! This presents an opportunity to do things differently from everyone else in the game. The more creative you are, the easier it is for you to communicate with players in a data-driven way as well as streamline and automate the process. This in turn helps brands to truly stand out. Operators should remove the technological and data barriers and empower their marketers to really implement creative yet safe strategies and that can be heard above the noise being made by the competition.

NEXT.io: Any final thoughts?

Oleksandra Panchenko: I’d like to emphasise once again that responsible marketing in iGaming is a very important issue and I’m totally against ignoring these conventions. Doing or not doing something is a completely individual choice for each consumer, but marketers must do everything necessary to make them aware of all the risks as well as the benefits because being honest and transparent is vitally important. Similarly, in the context of companies, everyone, at the level of decision-makers should understand what responsible marketing is according to legal restrictions, be aware of the risks or possible decline in the effectiveness of marketing communications and recognise all the actions that were taken. This is necessary to fairly assess the work of marketers and the results of their activities.

John Chyriwsky: We’re at a tipping point. Responsible marketing can’t be an afterthought – it’s got to be the foundation. The brands that take this challenge seriously will win in the long run. It’s time to stop seeing compliance as a burden and start viewing it as a chance to shape the future of the industry. The choice is simple: adapt and lead, or risk becoming irrelevant.

Suzanne Jiggens-Johnson: We’ve always taken responsible marketing seriously and continue to do so, both in the UK where there is a lot of regulation, and outside of the UK, where we comply with the same level of regulations even if they’re not enforced in other territories. Responsible gambling has always been a priority for us at Slots Temple both at home and abroad and we believe that the key to providing the best possible customer experience is to consistently adhere to regulatory standards wherever it is we’re operating.

Dorota Gruszka: Responsible marketing in the iGaming industry presents both challenges and opportunities. Marketers face the complexities of navigating evolving regulations – especially across different regions – while ensuring that their campaigns don’t target vulnerable individuals. Channels like social media and streaming platforms carry greater risks due to their younger audiences, but these risks can be mitigated through strict guidelines, regular audits, and careful audience targeting. While regulations can make it harder to execute bold, creative marketing, they also push brands to be more innovative. By emphasising responsible gaming and ethical marketing, companies can build trust with their audience and stand out in a crowded market. Close collaboration between marketing, legal, and compliance teams, along with advanced data tools and responsible affiliate management, are all key to navigating these challenges successfully.