Compliance Guidelines

Prospective Affiliates

As a member of the Betfred affiliate programme, it is your responsibility to ensure that your promotion methods are compliant with UK gambling regulations. The UKGC hold all operators to account for their affiliates’ marketing activities, and as such, we take your compliance seriously.

After applying to the programme, we will assess your traffic sources to ensure they are compliant. We have the following requirements and considerations for prospective affiliates:

• We require you to disclose all traffic sources where you will promote our brands.
• Your site(s) must include an 18+ age disclaimer and a link to a responsible gambling body (e.g. www.gambleaware.org/). For social media affiliates, we require this information to be in the about/bio section of your profile, and in future posts that feature our brands.
• Social media posts featuring our brands must include #AD.
• If your site is not targeting the UK, we will require a link to a country-appropriate responsible gambling body.
• Your site must abide by the IGRG Industry Code for Socially Responsible Advertising and the CAP Code (with particular reference to Code '16 Gambling').
• You should share safer gambling related content on a regular basis.
• Your site must not offer incentivised traffic.
• Your site must not enable non-age gated users to play free to play slots.
• Your site must not provide unauthorised access to copyrighted content.
• If you are running an affiliate network, we will require full disclosure of traffic sources so that we can ensure compliance.
• If you are media buying, you must evidence to us that you are working with appropriate traffic sources and have proper controls in place to ensure compliance with UK Gambling Regulations.
• We do not allow direct marketing of our brands (e.g. email/SMS/phone/post).
• We do not allow promotion on:
  • Adult Networks
  • Sites with non-age gated free to play slots
  • Illegal Streaming Sites
  • Sites deemed particularly appealing to children
  • Pop-under or pop-up campaigns
  • ‘Advertorial’ style marketing
  • Snapchat, WhatsApp, Telegram, YouTube (or other video services), Twitch (or other streaming services)

Once accepted to our programme, we have several requirements for how brands are promoted. Please see below for more information.

Active Affiliates – Promotion Requirements

We hold our affiliates to requirements set out by the UKGC and the ASA, and as such, we routinely check our members to ensure they are promoting our brands compliantly. This guide is designed to provide best practice for brand promotion and to give an insight into the type of things we wouldn’t consider compliant.

Failure to keep your promotion methods compliant and up-to-date can ultimately result in closing your account, so please ensure you read the following carefully.