Helping B2Bs prepare for regulatory scrutiny
B2Bs under the spotlight
Gambling regulators (including the Gambling Commission in the UK and the SGA in Sweden) are ramping up their scrutiny of B2B gambling suppliers. Regulatory pressure is increasing, and B2B licence holders are no longer operating behind the scenes. Suppliers are now firmly in the regulatory headlights – and are being held to account for where and how their products are used.
This shift has already resulted in high-profile licence reviews and enforcement activity. Whether your content is reaching unlicensed sites directly or through aggregators and resellers, the message is clear: B2Bs must demonstrate active controls over distribution, robust due diligence, and swift action when misuse occurs.
Failure to do so can result in licence reviews, financial penalties, or even licence suspension.
Why is this happening?
Regulators are shifting their illegal market enforcement strategy to target upstream disruption. The goal is to disrupt illegal gambling by holding B2B suppliers accountable if their content appears on illegal sites. If you have a B2B licence in a particular jurisdiction, and your content is available on unlicensed sites that are accessible to consumers in that jurisdiction, do not be surprised if the regulator asks you to demonstrate the steps you’ve taken to prevent and control it.
How Bird & Bird can help
We can help you stay ahead of this regulatory shift and reduce your enforcement risk. Our services include:
- International compliance and licensing advice: Identifying compliance gaps, licensing needs and risk exposure across multiple jurisdictions.
- Commercial contract reviews: Reviewing agreements to ensure they contain adequate contractual controls, mandatory flow-downs, audit rights and termination provisions.
- AML and onboarding audits: Conducting audits and reviews (in conjunction with a major consulting firm) to strengthen your onboarding processes and controls.
- Contract enforcement and disputes: Supporting you in taking legal action when your games are misused.
- IP enforcement in relation to cloned games: Protecting your IP when copies of your games appear on black market sites.
- Responding to regulatory investigations and enforcement: If the worst happens, guiding you through your interactions with the regulator.
We are actively working with B2Bs to help proactively prepare for the next phase of regulatory enforcement. This includes addressing immediate risks, enhancing your controls, and ensuring you are ready to respond to regulatory scrutiny.
Want to know more?
Contact our team to learn how we can help you navigate this crucial moment in the regulatory landscape.
