Japan’s first affiliate arrests: What it means for iGaming marketing
Japanese police have made the first arrests of affiliates promoting offshore online casinos, charging two men with running the site Onkaji Hissho between 2020 and 2021. Authorities allege they directed local players to a Curaçao-licensed casino, earning commissions via crypto. A paid Discord group with “winning strategies” was also uncovered.
This case comes just months before Japan’s new ban on casino advertising and affiliate referrals takes effect (September 2025). The law prohibits ads, referral links, and influencer promotions targeting Japanese players, and empowers authorities to request content removal from ISPs, social platforms, and app stores.
The shift: Promotion is now prosecution
🏯 Until recently, offshore casinos operated in a legal gray zone in Japan. The new framework treats promotion itself as a criminal act, regardless of server location or foreign licensing. That means affiliates, influencers, and comparison sites are now firmly in the crosshairs.
Working under restrictions: Key principles
Affiliates and operators facing strict legal regimes should adapt by:
Check the law: Get local legal advice; know what counts as “promotion.”
Segment traffic: Use geoblocking and avoid language or content aimed at banned regions.
Rethink content: Provide analysis or education, not calls to action (“play now,” “deposit”).
Choose partners carefully: Work only with licensed operators; avoid “black-hat” offers.
Stay transparent: Keep financial flows auditable; comply with AML/KYC rules.
Be flexible: Prepare to pivot out of high-risk niches when regulation tightens.
Why it matters
The Onkaji Hissho arrests show that affiliates are no longer peripheral players, they are potential targets of enforcement. For marketers, the lesson is clear: regulatory awareness and compliance are as critical as traffic and conversions.
