Compliance Rules for Gambling Affiliates

The key compliance rules for gambling affiliates, by market

Checked against the official sources on 28 September 2026. Rules change, so recheck before you launch in a new market.

Who is responsible when an affiliate breaks the rules?

Legally, mostly the operator. Practically, you, because the operator passes the risk straight back down through its contract. The UK Gambling Commission tells operators using affiliates for direct marketing: "We, and the ICO, consider that you are primarily responsible for any breaches" (Gambling Commission).

The advertising regulator says the same thing: "primary responsibility for observing the CAP Code remains with the Gambling operator" (ASA, 2017). That's exactly why operators write strict affiliate terms, audit your pages and withhold commission when something breaks the rules. The regulator fines them; they, in turn, have a quiet word with you. [Kevin nods gravely.]

So "the operator is responsible" is technically true and practically useless. It's a bit like saying the pilot is responsible for the plane, while you're the one holding the controls.

What are the UK rules for gambling affiliates?

The UK has the most detailed rulebook, and most of it is about protecting young and vulnerable people. The CAP Code starts with the principle: "Marketing communications for gambling must be socially responsible, with particular regard to the need to protect children, young persons and other vulnerable persons from being harmed or exploited" (CAP Code 16.1).

For affiliates, 16.3.12 is the one that bites. Cartoon characters, gaming memes, famous footballers and anything that looks like it belongs on a teenager's phone are all risky. Kevin would like to remind you that your favourite anime avatar is, sadly, not a compliance strategy.

Bonus copy changed this year too. From 19 January 2026 the Gambling Commission capped wagering requirements at ten times and banned offers that require "two or more types of gambling, such as betting and playing slots" (Gambling Commission). If your comparison pages still list an old 35x offer, they're describing something that can't legally exist any more. That's not a bonus, that's a museum exhibit.

Finally, direct marketing. The Commission suggests operators manage the risk "by ensuring that the affiliate removes from its marketing list any individual who has self-excluded". If you run an email list or a Telegram channel with player data, that's you. Self-excluded people asked for a door to be locked, so don't climb in through the window with a newsletter.

What are the Ontario rules for gambling affiliates?

Ontario's big one is bonuses. Its standards say "Advertising and marketing materials that communicate gambling inducements, bonuses and credits are prohibited, except on an operator's gaming site and through direct advertising and marketing, after receiving active player consent" (AGCO Standard 2.05).

In plain English: your "Best Ontario casino bonuses" page is a problem, however lovely the fonts.

Ontario also bans using "active or retired athletes" in gambling advertising "except for the exclusive purpose of advocating for responsible gambling practices" (AGCO Standard 2.03). So no retired hockey legend smiling next to your affiliate link, unless he's telling people to set a deposit limit. [Kevin checks the fine print. Kevin approves.]

What are the Germany rules for gambling affiliates?

Germany goes furthest on how affiliates get paid. The 2021 State Treaty on Gambling says that for internet gambling advertising, "insbesondere in Form von Affiliate-Links", no variable pay may be agreed or paid, specifically none based on revenue, deposits or stakes (GlüStV 2021, § 5 Abs. 6).

The same section bans internet and radio ads for virtual slots, online poker and online casino "täglich zwischen 6 Uhr und 21 Uhr", every day between 6am and 9pm. Germany basically treats online casino ads like a vampire: fine after dark, strictly not before dinner. If you're choosing between deal types, our guide to CPA vs RevShare explains the models, but in Germany the law chooses for you.

What about Italy and the US?

Italy has the bluntest rule of all. Since the 2018 "Decreto Dignità", gambling advertising is banned almost entirely, including on the internet and social media, with fines of the higher of 5% of the deal's value or €50,000 (according to law firm Withers). Kevin has asked me to say "almost entirely" very clearly, and then lie down.

In the US, rules are set state by state, and some tie your licensing to how you're paid. Paperwork, but the good kind: the kind that means you get paid.

What are Google's rules for gambling affiliates?

If you run paid search, Google adds its own layer. It says "Advertisers need to apply for certification from Google in order to run gambling and gambling-promoting content", and "You must hold a valid local license for every region you intend to target and provide evidence of that licence" (Google Ads gambling policy).

Gambling-promoting sites must also "link exclusively to fully licensed and authorized gambling entities in the targeted geographic region". Our guide to brand bidding rules for casino affiliates covers the keyword side. Short version: Google being fine with something is not the same as your program being fine with it, and neither is the same as Kevin being fine with it.

A compliance checklist for gambling affiliates

Run this before every new market, every new channel and every new brand. Kevin laminated it.

Many operators also require "18+" messaging and responsible gambling links on every page that promotes them. That usually comes from their contract and industry codes rather than one single law, so check each program's terms.

How we approach compliance at Seven Affiliates

Every brand and every market has its own rules, so there's no single answer that covers them all. Before you promote a brand through us in a new country, ask your account manager for that brand's rules for that market in writing, including which deal types are allowed there.

We offer CPA, RevShare and Hybrid deals, with RevShare calculated on NGR, 35% by default, and no negative carryover. In a market like Germany, though, the law decides which of those is possible, so that conversation comes first. It's a short email. Kevin loves a short email.

FAQ

Do gambling affiliates need a licence?

In some markets, yes. Pennsylvania requires certification for revenue-share affiliates and registration for flat-fee affiliates, and New Jersey uses vendor registration or an Ancillary CSIE licence depending on how you're paid. Many other markets regulate affiliates through operator contracts instead.

Who is responsible if an affiliate breaks gambling advertising rules?

UK regulators treat the operator as primarily responsible. In practice, operators pass the rules to affiliates through contracts and can withhold commission or end the agreement if an affiliate breaks them.

Can affiliates advertise casino bonuses in Ontario?

Generally no. AGCO Standard 2.05 prohibits advertising gambling inducements, bonuses and credits except on an operator's own site and through direct marketing to players who have actively consented.

Is revenue share allowed for affiliates in Germany?

No. Germany's 2021 State Treaty on Gambling bans variable pay for internet gambling advertising, including affiliate links, when it's based on revenue, deposits or stakes.

What changed for UK gambling bonuses in 2026?

From 19 January 2026, the Gambling Commission capped wagering requirements at ten times and banned promotions that require two or more types of gambling, such as betting and slots.