UK Guidelines for Betsson Group advertising

Betsson Group Affiliates UK

Betsson Group Affiliates reminds its partners of the mandatory elements in the UK for which they are responsible. They appreciate that partners stay within this framework when it comes to marketing in the UK. In the message, it is stated that requirement for affiliates to comply with all relevant regulatory and legislative requirements including CAP’s guidance on ensuring advertisements are obviously identifiable as such. In order to promote consistency, all relevant affiliate ads should be clearly and prominently marked ‘#ad'.

ASA requirements:

  • CTAs should not create a sense of urgency and/or entice players to play. If you can use terms such as - ‘Visit Here’ and/or ‘Read More’ etc.
  • 18+ & begambleaware logos need to be present at all times.
  • Significant terms to be visible on all promotions.
  • Full T&Cs must be clearly visible and/or NOT more than 1 click away.
  • Child-friendly images are to be strictly avoided.
  • Use of any individuals/celebrities that are, or appear to be, under the age of 25 is not permitted.
  • Free to play games without Age Verifications are not allowed.

In addition to the above, it was an update to the Gambling Industry Code for Socially Responsible Advertising. The changes below, specifically for The UK facing affiliates, will come into force from 1 October 2020. Affiliate activity: A requirement for affiliates to comply with all relevant regulatory and legislative requirements including CAP’s guidance on ensuring advertisements are obviously identifiable as such. In order to promote consistency, all relevant affiliate ads should be clearly and prominently marked ‘#ad'.

For more information, contact: affiliateduediligence@betssongroup.com