Ethical affiliate marketing: why transparency and trust are reshaping iGaming

The trust deficit in affiliate marketing

Few issues have proven as stubborn as the trust gap between affiliates and operators. From unclear payment structures to disputed traffic reports, both sides often accuse the other of hiding the truth.

Bartek Borkowski, Managing Partner at createIT and host of the CEOpen Mic podcast, says the problem lies in poor communication and opaque financial models. “One of the main friction points affiliates are experiencing with operators is the lack of transparency in financial settlements,” he told SiGMA News in a recent interview. “Affiliates often encounter unexpected administrative fees or various charges that appear without prior notice or clear explanation.”

This tension isn’t new, Borkowski admits, but it’s intensified as more players enter the market. “There have always been many honest individuals and a small number who were less trustworthy,” he said. “What has changed is the speed and ease with which information is exchanged among affiliates.”

At the same time, Clinton Cutajar, CTO of Media Troopers, points to technology as a potential solution rather than the source of the problem. Speaking with SiGMA News in late 2024, Cutajar explained how server-to-server (S2S) postback technology can help rebuild confidence. “Every click we purchase as a media company has its cost,” he said. According to him, affiliates need real-time notifications on campaign performance to understand which campaigns convert and to make immediate adjustments.

By sharing data in real time through S2S postbacks, operators can demonstrate accountability while helping affiliates allocate their budgets more efficiently. “In real-time or close to real-time, we receive a notification from the operator if that particular click or campaign is performing,” Cutajar said. It’s about reducing waste and increasing transparency.

Standardisation and fair play

Cutajar believes that one of the biggest obstacles to trust is the absence of industry-wide standards. Unlike sectors such as finance, iGaming has yet to agree on a universal data-sharing protocol. “In my opinion, there should be a common standard across advertisers, affiliates, and publishers,” he said, calling for a unified framework.

Such a system, he argues, would reduce misunderstandings and encourage collaboration instead of suspicion. Standardisation would encourage industry players to focus on shared long-term goals, rather than solely competing, Cutajar added.

For Borkowski, the principle is similar but extends beyond technology. He believes ethical affiliate marketing must also confront deceptive practices on both sides. “Affiliates talk about blocked accounts and no payouts. Operators talk about fake registrations, inflated statistics, and classic ghosting after paying the setup fee,” he said.

The result, according to him, is a mutual loss of confidence that undermines the industry’s reputation. Without verifiable metrics and fair dispute mechanisms, even legitimate actors struggle to be believed.

The rise of transparent review brands

Transparency has become a differentiator, not just a compliance box.

The platform Casinobee follows this model through clear review standards, disclosed partnerships, and balanced assessments. Readers understand the basis of recommendations and trust increases. This approach proves ethical affiliate marketing works in practice and supports a healthier marketplace built on reliable data and verified performance.

For many in the industry, this is the direction forward. Ethical affiliate marketing, grounded in transparent reporting and verifiable data, is more than a moral choice, it’s a survival strategy.

As Borkowski summed it up, the affiliate ecosystem won’t endure on algorithms and automation alone. Accountability is the glue.