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A promise to investigate any credible complaint against the black hats, but a veiled legal warning too
Some months into an increasingly bitter dispute (see earlier InfoPowa reports) with the online gambling affiliate sector over alleged tolerance of "black hat" search engine optimisation tactics involving site scraping and blog spamming, 888.com has struck back.
The giant online casino group has been the target of repeated criticism for allegedly turning a blind eye or profiting from the black hat practices of some of its marketing affiliates. Allegations include site scraping or content theft, inappropriate targeting and the irrelevant spamming of blogs in attempts to push the search engine rankings of 888.com higher. Several prominent affiliate sites have roundly condemned the activities as prejudicial to affiliates and unethical in nature, and have disassociated themselves from 888.
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There has also been widespread and continuous criticism of 888.com, mainly by affiliates on a diversity of leading public message boards around the Internet, and suggestions that affiliates take retaliatory action by linking their sites and publicising the issue. A key irritant for affiliates has been the public silence on the issue by 888.com.
This week, Nicholas Lev, a 888.com and Random Logic executive based in Israel sent a letter on the issue to a number of prominent affiliates, who published it on their sites.
After several paragraphs highlighting the good reputation of the company and its brands, Lev gets down to business by addressing the accusations, saying: "No official process of any kind was conducted by ANY authorized party to verify these allegations. Additionally most of the affiliates who have been singled out for practicing Immoral marketing techniques on 888.coms behalf are providing marketing services to several other large and small online gaming companies.
"Strangely enough only 888.com was continually accused of working with these affiliates. Some CAP Members have even raised the suspicion that our competitors have directly or indirectly contributed to these accusations. While we have repeatedly attempted to contact several members who have lodged complaints, our attempts were ignored.
"It seems resolution is not what the accusations are aimed at achieving but rather damaging 888.coms hard earned reputation hiding behind anonymous identities as the Web permits."
Lev goes on to draw attention to the group's Affiliate Program contractual terms, which specifically exclude the conduct on which the allegations are based, and reveals that: "We have recently investigated several hundred affiliate accounts that were brought to our attention and immediately blocked the ones who have violated our policies."
He points out that his company recently added a notice on its Affiliate Program homepage outlining 888.com's Ethical Marketing Practices Policy with a link to report any misbehavior of 888.com affiliates, and emphasises that every time a credible allegation that a member of the program has engaged in any sort of illegal or illicit activity is made,the company will investigate it thoroughly.
"If the evidence that is gathered proves wrongdoing there will be decisive action taken, including blocking their affiliate account and suspending all payments, towards the affiliate found in breach of this policy. We encourage all moderators and members to share any evidence of misbehaviour of our affiliates and 888 guarantees that there will be a prompt and efficient investigation.
"However, that being said, we will not tolerate baseless accusations by anonymous moderators or members and will take legal action against those who libel 888," Lev concludes.
Whilst this semi-public appearance and explanation of its actions against black hat SEO activity is welcome, albeit belated the threat of legal action was probably unnecessary and will not sit well with many affiliates who have been prejudiced by black hat activities.
It may be a better strategy for 888.com to get together with senior affiliates or representatives of groups of affiliates in a consultative process to get to the bottom of these allegations and then take genuine remedial action should this be required.
888.com should also consider the benefits that can flow from an open and communicative posture in industry disputes of this nature - by leaving the field to its detractors it has done more harm than good to itself, and a more proactive stance would have served it better.
Taking something positive from the development, which occurred as InfoPowa was going to press this week, at least the parties are now communicating with one another and with the right sort of commitment to a solution on both sides these black hat activities can be stamped out.
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