Japan Declares War on Affiliates: Online Gambling Promotion Can Now Go to Jail

In Japan, the fight against illegal online gambling has been tightened: now not only players and operators, but also affiliates will be held accountable.

The lower house of the Japanese parliament has approved high-profile amendments against the promotion of illegal gambling on the Internet. The new law criminalizes any form of online advertising of unlicensed casinos, including affiliate sites, blogs, social networks, and even sites with indirect references.

What does this mean in practice?

If earlier it was mainly the players themselves or the organizers who were targeted, now affiliates who direct traffic to gray casinos, even if they do it through bypass wording, also face criminal punishment.

According to the authorities, this will help "cleanse" the country's online space: a massive cleansing of prohibited content, simplification of blocking, and even special moderation mechanisms in social networks are planned. The goal is to completely remove online gambling from the Japanese internet.

Why it's seriousJapan traditionally has a strict policy towards gambling. Only state lotteries and bets on public sports such as bicycle races or boat races are allowed. Everything else is prohibited. Participation in gambling is punishable by a fine of up to $3500, and repetition is punishable by a prison term.

But despite the laws, the Japanese actively play on the Internet: according to analysts, they spend more than $8.6 billion annually on online gambling. This makes the country a tasty morsel for international affiliates and operators.

Now, even an advertising article or a link to a casino can become a reason for a criminal case. And this, without exaggeration, is the end for everyone who tried to work with Japan through affiliate programs or SEO.