Responsible Marketing Standards for Affiliates

Affiliate publishers in regulated markets are subject to advertising codes, and operators are held responsible for the marketing their affiliates produce.

The core requirements: state age restrictions clearly, include the significant conditions of any advertised offer alongside the offer itself, avoid content or placements likely to appeal to under-18s, never present gambling as a way to solve money problems or as risk-free, and disclose the commercial relationship.

Prohibited framing includes guaranteed wins, systems that beat the house, urgency pressure, and any implication that skill overcomes a negative expectation in games of chance.

Safer gambling signposting is expected rather than optional, and misleading claims are the most common cause of enforcement action against operators over affiliate content.