UK Cashback Sites Under Microscope With Links To Gambling

Stalwarts of the UK cashback industry, such as TopCashBack, Quidco, and Ohmydosh, are facing increasing scrutiny for their role in escalating the risk of problem gambling. The three platforms, which serve to reward consumers for shopping with specific retailers and online merchants, regularly incentivise signing up to gaming, bingo, and sportsbook websites.

It’s been reported by media outlet, The Daily Mail, that the aforementioned sites have collectively racked up partnerships with over sixty gambling websites. In return for cashback firms posting a link to their respective webpages, operators send a percentage of their revenue back to the referring money saving platform. A cut of this cash is then forwarded to the consumer, who receives after engaging with advertised sites. Most stipulate a wagering requirement, which are part of a welcome offer or existing promotion.

However, dissenting voices are already starting to emerge. Alex Davies-Jones, Labour’s Shadow Minister for the Department of Digital, Culture, Media, and Sport has already weighed in, stating that there is an ‘increasingly worrying trend’ in this space. And Sue Anderson, media spokesperson for StepChange, a charity who supports those facing debt issues generated by problem gambling, has also previously passed comment. Whilst attacking the way operators initially lure and then retain punters, she states ‘’gambling firms shouldn’t exploit people vulnerabilities, such as compulsion or addiction, yet are there are still many mechanisms through which people can be ‘hooked,’ including incentives offered via cashback sites’’

The UK gambling sector is currently awaiting the publication of a government white paper, which will lay out the basis for its reform. Given recent activity and subsequent increased attention, there’s every chance cashback operations will now form part of this regulatory review.