Marketing Guidelines for 888 Affiliates

888 has a zero tolerance policy to SPAM marketing. 

In an effort to fight SPAM marketing, we wish to set out the guidelines by which an Affiliate (as defined in the relevant Affiliate Agreement located at http://affiliates.888.com/terms-and-conditions/)  (the "Affiliate Agreement") or any third party entity acting on its behalf, may promote the sites, brands and applications detailed in the Affiliate Agreement (“Brands”) (as applicable). 

As detailed in the Affiliate Agreement, an Affiliate may NOT advertise any of the Brands through the use of SPAM messages.

We condemn any unlawful and unethical marketing practices and as such, these guidelines must be complied with at all times. In any case, as well as an Affiliate having to comply with all applicable laws and regulations, these guidelines are set as the minimum requirements an Affiliate must follow with regards to its marketing. 

Failure to comply with these guidelines may result (without prejudice to any of our rights)   in your termination as our Affiliate and we may set off or charge you for all claims, damages, expenses, costs, fines incurred or suffered by us in relation to this matter, in accordance with the Affiliate Agreement. 

An Affiliate MUST ensure that all recipients of its communications whether by email, SMS, phone or by any other method relating to the services provided by the 888 group and its partners are sent to persons above the minimum legal age which individuals may use such services in the jurisdiction which they are located.

In unclear situations regarding compliance with these Marketing Guidelines, an Affiliate must contact its  888 contact person in order to clarify the issue, prior to communicating with recipients.

Email Guidelines

1. An Affiliate must not make use of electronic messaging systems to send emails to recipients who have not opted-in or subscribed in some way to receive such communications. 

For example, you cannot send email communications to recipients when such recipient’s data is collected from his/her social network profiles.

2. An Affiliate must include an easy simple and working unsubscribe or opt-out mechanism in all its emails:

i. The opt-out or unsubscribe mechanism must be either:

a) Email based i.e reply to mailbox such as nomoremail@xxxx.com 

Or

b) Web based  i.e the opt-out or unsubscribe link in your email must lead to a single page website where the recipient can immediately unsubscribe/opt out (multiple steps or other confirmations of identity are not allowed)

ii. The opt-out or unsubscribe mechanism must be provided to recipients in a clear and conspicuous manner.

An Affiliate must comply with an opt-out or unsubscribe request immediately and in any case within 10 working days, during which time every effort should be made to not email the recipient in question. 

3. An Affiliate must not use false or misleading email header information

i. Your “From,” “To,” “Reply-To,” and routing information contained in the email  – including the originating  domain name and email address – must be accurate and identify the person or business who sent the email  i.e. must represent the name of the Affiliate.

ii. You must not include the full (or part of the name) belonging to any Brand or 888 domain name in your header information. This will lead recipients to believe the email has originated from 888, instead of the   Affiliate.

iii. The following are 3 examples of incorrect headers. We will use the fictitious name of an affiliate called  OnlineJackpot.com

(a) Here the From name is incorrect, as it uses the name 888casino:
                                                       From: 888Casino support@OnlineJackpot.com


(b) Here the From address is incorrect, as the domain contains the numbers 888:
                                                       From: OnlineJackpot 888club@OnlineJackpot.com


(c) Here the From address uses a sub domain that includes the numbers 888:
                                                       From: OnlineJackpot info@888.OnlineeJackpot.com


iv. The following would constitute examples of correct email headers:

       From: OnlineJackpot <newsletter@OnlineJackpot.com

Or    From: OnlineJackpot nfo@mail.OnlineJackpot.com

4. An Affiliate must not use false or deceptive subject lines and/or email content:

i. The subject line must accurately reflect the content of the message. 

ii. The subject line and the email content should always make it clear that the email is sent by an Affiliate or in affiliation with 888 – it should be clear to the recipient that the email is from a third party and not from 888 itself. For example, the terms “Play with us”, “Play on our casino” are incorrect and must be substituted by “Play with 888”, “Play on 888 casino”.

iii. Especially with regards to the email footer, the email sent must not contain any reference to 888 group of companies’ data as this would generate confusion to the recipients and lead them to believe the email has originated from 888, instead of the Affiliate. 

iv. The email’s text must not contain statements that are incorrect and it must not refer to any actions that the recipient has not made e.g. “I've noticed that you did not complete your sign up” or “Your bonus on your account is expiring”. Such statements lead to the recipient believing that his/her identity has been stolen, or an unauthorized account has been created.

v. You must not copy or use existing 888 emails and change the URLs contained in the email to direct to your Affiliate website. 

5. An Affiliate must not use viral marketing techniques in its email communications:

You must not use any viral marketing techniques which either directly or indirectly encourages any spamming by its recipients (e.g. “send an SMS to 10 people and get a bonus”).

6. When sending bulk emails an Affiliate must not display the recipients email address in the “To” or “CC” fields

Recipients email addresses in the “To” or “CC” fields must be encrypted or hidden when you send any marketing communications to more than one person.

7. Identity:

An Affiliate must include its corporate identity and a valid physical postal address in its email messages, as required by applicable laws and regulations that govern the use of email marketing.

8. Complaints:

i. In the event that 888 receives a complaint from any recipient of an email message transmitted, the Affiliate will immediately provide us or directly or the requesting authority, entity or body with the recipient’s opt-in information, which includes but is not limited to:

a) The URL where the recipient opted in to receiving  your emails 
b) The date and time of sign up
And 
c) The recipient’s IP address

ii. We may provide to the party making the complaint any details required for the complaining party to contact you directly in order for you to resolve the complaint. The details which we may provide to the party making the complaint, include your name, email address, bricks and mortar address and telephone number.

SMS Guidelines

1. An Affiliate must not send SMS messages to recipients who have not opted-in or subscribed in some way to receive such communications. 

For example, you cannot send SMS messages to recipients when such recipient’s data is collected from his/her social network profiles.

2. An Affiliate must include a simple and working unsubscribe or opt-out option in all its SMS messages:

As a general rule, a valid address for opt-out/unsubscribe requests could be by a short code or a long number or a URL link. You must ensure that: 

i. The short code/long number or URL link is working i.e. can be replied to by the recipient at the time your SMS is sent. 

ii. Explain the use of the short code/long number or URL link i.e. you inform the recipient how to opt out of receiving further SMS messages from you in the body of your marketing message e.g. “To STOP MSGS TXT ’STOP’ TO xxxxxxxx [add the applicable short code/long number]” or "To STOP SMS click xxxxxxxxx [add the applicable URL link]".

iii. The universal opt out command for recipients is the word “STOP”. 

iv. On receipt of a request to unsubscribe from receiving further SMS messages from you, you MUST make sure that the person receives no further marketing messages. Best practice in this regard would be to add the recipients details to a suppression list rather than deleting his/her mobile phone number. If such recipient’s details are deleted entirely, there is no way of ensuring that such details are not put back on the database. 

v. If an opt out/unsubscribe request is received by you through a non-SMS source   (e.g. an email or phone helpline), such recipient’s mobile number should be suppressed by you immediately and in any case  within 10 days of your receipt of the relevant opt out/unsubscribe request and during which time you should use every effort not send further SMS messages to the recipient. 

Please NOTE - Different jurisdictions may require that you use a specific opt-out/unsubscribe mechanism, or register your Sender ID. It is your responsibility to ensure when sending SMS messages that both you and the SMS messages, comply with all applicable laws and regulations. 

3. Affiliate identity and use of false or deceptive content in SMS messages:

i. You must always clearly identify yourself: All SMS messages must clearly contain your identity. This can be done within the body of the SMS message and as the Sender ID (also known as an Alpha Tag). 

ii You must not send false or misleading information: i.e. your Sender ID and message must be accurate, truthful.

iii. You must not include the full name (or part of the name) of any 888 Brand or domain name in your sender 
information. This will lead recipients to believe the SMS has originated from 888, instead of the Affiliate.

iv. The SMS message must always make it clear that the SMS is sent by an Affiliate or in affiliation with 888 – it should be clear to the recipient that the SMS message is from a third party and not from 888 itself. For example, the terms “Play with us”, “Play on our casino” are incorrect and must be substituted by “Play with 888”, “Play on 888 casino”.

v. The SMS message content must not contain statements that are incorrect and the SMS message must not refer to any actions that the recipient has not made e.g. “I've noticed that you did not complete your sign up” or “Your bonus on your account is expiring”. Such statements lead to the recipient believing that his/her identity has been stolen, or an unauthorized account has been created.

4. Delivery Times: 

You should only send SMS messages between the hours of 9am and 9pm in the jurisdiction where the recipient is located.

Please note that recipients might regard SMS messages sent on a weekend, a bank holiday, national holiday or religious holiday, as unwelcome.

5. Complaints: 

i. In the event that 888 receives a complaint from any recipient of an SMS message transmitted, the Affiliate will immediately provide us with the recipient’s opt-in information, which includes but is not limited to:

a) The date and time the recipient opted in to receiving its SMS messages
b) The method of consent i.e. a URL, web form
c) The phone number and any other details that the recipient provided when providing his/her consent to receiving your SMS messages

ii. We may provide to the party making the complaint any details required for the complaining party to contact you directly in order for you to resolve the complaint. The details which we may provide to the party making the complaint, include your name, email address, bricks and mortar address and telephone number.