Important UK Information (more can be seen on our T&C’s page)
ADVERTISING REQUIREMENTS AND PROCEDURES FOR AFFILIATE COMPLIANCE IN THE UK
- Statutory and Self-Regulatory Requirements
There are various statutory and self-regulatory requirements that the Company and Affiliates must comply with when promoting and advertising gambling services in the UK. In particular, Affiliates must comply with the following requirements:
- Licence Condition 16 of the Licence Conditions and Code of Practice (“LCCP”) on Responsible Placement of Digital Advertising;
- Social Responsibility Provision 5.1.6 (Compliance with Ad Codes) and Social Responsibility Provision 5.1.7 (Marketing of Offers) of the LCCP;
- Advertising code of practice issued by the Committee of Advertising Practice (“CAP”) and the Broadcast Committee of Advertising Practice (“BCAP”); and
- IGRG Code for Socially Responsible Advertising.
(collectively “UK Codes”)
Links to the UK Codes are included at section 4 of Appendix B.
- Joint Responsibility
Affiliates are held jointly responsible with the Company by the UK advertising authority (Advertising Standards Authority) in respect of any advertising or Content that Affiliates publish on behalf of the Company in the UK or intended for the UK.
- Specific Requirements for Content published in the UK
Affiliates must pay special attention to the provisions of the UK Codes that prohibit marketing that is likely to appeal to those aged below 18 and should not use any medium for gambling advertising where the marketing would be directed at those aged below 18. Affiliates must read the CAP Advice Online articles entitled Children & age-restricted ads online and Gambling advertising: protecting children and young people. A link to these articles are included at section 4 of Appendix B.
Affiliates must be aware of Section 2 of the CAP Code (a link is included at section 4 of Appendix B) that sets out the basic requirements for any marketing communication to UK consumers.
All Content displayed on Affiliate Sites should be clearly and prominently marked ‘#ad’.
Affiliates are required to display safer gambling related content on their Sites on a regular basis.
All promotions on Affiliate Sites are required to display significant terms and conditions in the body of the promotion and link to a compliant landing page. The following terms and conditions, where applicable, are considered to be significant:
- New customers only
- Crediting period (on placement or settlement)
- Wagering requirements
- Minimum odds
- Minimum deposit
- Maximum withdrawal amount
- Bonus expiry period
- Payment method restrictions
- Game restrictions
This requirement on the display of significant terms applies across any and all communication channels through which bonuses are promoted.
The below is an example of significant terms and how they should be displayed anywhere a bonus is promoted:
“ 18+ begambleaware.org. New customers only. Min deposit £10. Money back as bonus if first sports bet loses. Wagering requirements: sportsbook 3x at min. odds of 1.40 (2/5), casino 50x. Unless forfeited the sportsbook bonus must be wagered before using the casino bonus. Bonus expires 7 days after opt-in. Visit Unibet.co.uk for full T&C’s”
The term ‘Risk Free’, ‘No Risk’, ‘Urgent’, Now’, ‘Hurry’, ‘Can’t lose’, ‘Get Rich’, ‘Win Big’ or variations of must not be used under any circumstances in relation to the Company’s offers.
The term ‘Money Back’ or variations of must not be used under any circumstances in relation to the Company’s offers. Bonuses are credited as either Bonus Money or Free Bets.
- Useful Links for Affiliates
For more information on UK Gambling Commission advertising and marketing rules and ASA/CAP UK advertising guidelines, Affiliates are referred to the following links:
http://www.gamblingcommission.gov.uk/for-gambling-businesses/Compliance/General-compliance/Social-responsibility/Advertising-marketing-rules-and-regulations.aspx
https://www.asa.org.uk/advice-online/affiliate-marketing.html
https://www.asa.org.uk/type/non_broadcast/code_section/16.html
Industry Group for Responsible Gambling Advertising code:
https://bettingandgamingcouncil.com/uploads/Downloads/BGC-CODE-OF-CONDUCT.pdf
Children and age-restricted ads online
https://www.asa.org.uk/static/72a4e889-1657-43e9-bf6ac0157fa2f72c/Age-restricted-ads-online-2021-guidance.pdf
https://www.asa.org.uk/uploads/assets/uploaded/734c1499-850d-4d2f-88a441ffd1903b50.pdf
Section 2 of the CAP Code
https://www.asa.org.uk/asset/1DB5B325-1581-4DD0-9A1E2CE1A4D1704B/
These links are provided solely for informative purposes and should not be seen to be exhaustive. For the avoidance of doubt, it is up to the Affiliate to ensure that they are compliant with all advertising guidelines and legislation around the promotion of online gaming in the relevant jurisdiction. Any transgressions will lead to the suspension and possible termination of Affiliate account with the Program.
GENERAL ADVERTISING REQUIREMENTS
As a licenced operator in multiple jurisdictions, the Company together with its parent company Kindred Group plc prides itself in being a leader in the areas of responsible gaming and corporate social responsibility. Kindred Group plc is a leading member of trade associations such as Remote Gambling Association (RGA) and the European Gaming and Betting Association (EGBA).
As a member of the Kindred Affiliates Program (“Program”), advertising on behalf of the Company and representing its brands (“Brands”), the Company expects Affiliates to share these values and any advertising carried out on behalf of the Company must follow the regulations and rules issued by the relevant authorities.
For the avoidance of doubt, it is up to each Affiliate to ensure that it is compliant with all advertising requirements and legislation around the promotion of online gaming in the relevant jurisdiction. Any transgressions will lead to the suspension and possible termination of the Affiliate account with the Program.
Appendices A-D outline how the Company’s Affiliates can promote its Brands effectively and lawfully.
Any enquiries regarding the Affiliate’s obligations under the Agreement, or under the relevant legal and/or regulatory requirements in the jurisdiction where the Affiliate is located should be referred to the Affiliate Account Manager or emailed to: affiliates@kindredgroup.com.
- Content
Affiliates can only use Content provided by the Company and located in the Media Gallery via its Program. The Affiliate must not alter the appearance and design of the Content in any way.
Using Content to promote Brands that has not been provided by the Company may lead to the suspension and/or termination of the Affiliate account.
- Customer Offers
When promoting Customer Offers, particularly welcome offers, enhanced price offers and free spins, Affiliates must be as clear as possible and must not mislead existing or future customers in any way. Affiliates must always make it clear that a promotion is a promotion.
The Company’s up-to-date list of welcome offers per Brand/market/country can be found at https://kindredaffiliates.com/how-it-works/#marketing-tools-welcome-offers. Where possible, Affiliates must repeat the same phrase to describe the welcome offer to their users.
Affiliates must refrain from using phrases such as ‘Get free money’, ‘Risk-free’ or similar which may mislead the customer. A good rule of thumb is to use the copy that is on the banners or landing pages provided via the Company’s Affiliate platform accessible at: www.kindredaffiliates.com.
Affiliates acknowledge that the terms in the Content or any other promotion must not mislead the customer by omission, exaggeration or by any other means. The Content or any other promotion by the Affiliates must include the following mandatory terms:
1) Targeted players
Example: New players only / Existing players only / Selected players only
2) Age restriction
The age restriction warning sign (+18) must always be displayed on all adverts, banners and campaigns
3) Deposit information
Example: No deposit required / Min deposit £xx etc
4) Information about offer
Example: Bonus is 100% match on 1st deposit up to £xx etc
5) Wagering requirements and bonus expiry
Example: 50x Wagering requirement / 3-day expiry etc
6) Information about bet limitations
Example: Min bet £xx / Max bet £xx when playing with a bonus etc
7) Game restrictions
Example: Free spins on Starburst / selected games only etc
8) Links to industry bodies that provide support in relation to Responsible Gambling, i.e. www.begambleaware.org, must be clearly visible on an Affiliate’s site
9) Information about additional terms
10) Terms and Conditions (T&Cs) of promotional offers
If space is limited, significant terms of the promotion (points 1 to 8 above) must always be displayed in the offer and the term “T&Cs apply” must be displayed in the offer as a link to additional terms and T&Cs of the promotion one click away. The link should refer to either the Affiliate’s page where the T&Cs are displayed or the Company’s Brand site where the full set of T&Cs of the promotional offer must be visible.
The Content provided by the Company via the Media Gallery will always be compliant with the above requirements.
- Tipsters
Any Affiliate Site or social media page which publishes betting tips or hosts challenges/competitions encouraging others to do so:
- must make it clear that any subsequent betting activity is done at the customer’s own risk;
- must never imply that success is guaranteed;
- must provide tips in a responsible, fair and transparent manner;
- must not encourage individuals to re-invest winnings and;
- must not provide inaccurate or misleading information about betting tips and the success of them.
Affiliates must never falsify betting results or manipulate images to suggest that results were more favourable than they were. Any Affiliate that is found to have misrepresented betting results will have its Affiliate account terminated immediately.
- Email Marketing
Affiliates are not permitted to engage in any email marketing activities on behalf of the Company.
Any Affiliate found to be carrying out any email marketing activities will have its Affiliate account terminated.
- Social Media
Any links posted by Affiliates on Facebook, Twitter and any other relevant social media channels can only link to the Affiliate’s own website in the first instance, which in turn should contain compliant promotional text and then link to the relevant Brand.
Affiliates must not post any Affiliate links directly on their social media page(s). Any Affiliates found to have done so will have its Affiliates account suspended and/or terminated.
The aforementioned guidelines on Content and Customer Offers are also applicable to social media posts.
In addition, Facebook, Twitter and other social media have their own guidelines and policies regarding the advertising of gambling products and the Affiliates must comply with such guidelines and policies For example, if promoting gambling through a Twitter, Facebook or any other social media handle, an 18+ statement (or 21+ in some jurisdictions) must be included in the Affiliate’s page bio and any relevant agreements/addendums between the Affiliate and the social media companies must be concluded and signed.
Some useful links to Facebook’s and Twitter’s advertising policies are included at section 15 of Appendix A.
- Paid Social Advertising
Any paid social advertising conducted by an Affiliate should promote the Affiliate’s own site(s) and not the Brand site(s). It should not be possible for a customer to confuse an Affiliate’s advertising for that directly carried out by any of the Brands. If in any doubt, Affiliates should contact the Affiliate Account Manager before publishing any campaigns.
In addition, depending on the jurisdiction being targeted, the Affiliate may be required to sign an addendum to promote the Company’s Brands in this way. For more information, Affiliates should contact the relevant social network via the links provided at section 15 of Appendix A.
- Advertorials
The Company does not wish for its Brands to feature in any advertorials.
Any Affiliate found to be running this sort of activity will have its Affiliate account terminated.
- Media Buying
Affiliates are not permitted to engage in any media buying promoting the Company’s Brands through advertising exchanges, programmatic networks, etc without prior written consent from their Affiliate Account Manager. We will require 100% visibility on this activity so that we can ensure our Brands are being promoted in a compliant manner, in line with specific Country regulations and restrictions.
- Pop-Under Campaigns
Affiliates must not use framing techniques such as pop-up or pop-under windows to promote the Brands.
Any Affiliate found to be running this sort of activity will have its Affiliate account suspended and/or terminated.
Affiliates wishing to run Pay-Per-Click (PPC) campaigns:
- must link to the Affiliate Site and not the Brand site;
- must not bid on the Brand names or trademarks, or misspellings thereof;
- must not use the Brand names in display URLs or ad copy;
- must add the Brand keywords to the phrase match negative keywords list on their accounts.
Any Affiliate found to be in violation of the above may have its Affiliate account suspended and/or terminated.
Affiliates must not register or purchase any domain names which are identical or similar to, or misspellings of, the Brand names or trademarks.
Any Affiliate who uses domain names in breach of this rule to send traffic to our Brands will have its Affiliate account terminated and further legal action may be taken against the Affiliate.
Any Affiliate wishing to release mobile apps into the Apple, Google Play or other App stores must ensure that the App name does not include any Brand names or trademarks, or misspellings of Brand names. Any Affiliate found to have done so will be asked to remove the App immediately and may have its Affiliate account suspended and/or terminated.
The Company has decided not to engage in any SMS activity through a third party for the foreseeable future. Any Affiliate found to be running SMS activity will have its Affiliate account terminated immediately.
The Company holds a Watch & Bet live streaming licence. Affiliates are not permitted to advertise the service as a pure streaming service without a connected message relating to betting. For example, ‘Watch and Bet with Unibet (funded account required)’
Furthermore, Affiliates are not allowed to mention the word ‘Free’ in any of their advertisements relating to live streaming. In addition, La Liga and Australian Open Tennis must not be advertised without reference to another league or sport, i.e. ‘Watch and bet on La Liga, Serie A and Ligue 1 here (funded account required).’
Finally, Affiliates are not allowed to suggest Unibet’s live streaming service is a substitute to coverage available on ‘TV’, a ‘Digital Game Pass’ or anything relating to live streaming alternatives.
eg “Don’t have BT subscription? Watch the Live stream on Unibet TV instead” – would be unacceptable.
In summary, Affiliates:
- Must ALWAYS include the word bet (local language accepted) in every sentence when referring to watching or live streaming; and
- Must NEVER include the words free, or anything relating to live streaming alternatives (Game Pass, broadcaster, and the like).
Any Affiliate found to be in violation of the above may have its Affiliate account suspended and/or terminated.
- Useful Links for Affiliates
1)Affiliates should be aware of and comply with EGBA standards which can be found HERE and with the Code for Responsible Advertising which can be found HERE.
2) Social media policies links are referred to below:
Facebook general advertising policies:
https://www.facebook.com/policies/ads
Facebook policy on Real money gambling:
https://www.facebook.com/policies/ads/restricted_content/gambling
Twitter general advertising policies:
https://support.twitter.com/articles/20169693
Twitter policy on advertising Gambling content: https://support.twitter.com/articles/20170426
These links are provided solely for informative purposes and should not be seen to be exhaustive. For the avoidance of doubt, it is up to the Affiliate to ensure that they are compliant with all advertising guidelines and legislation around the promotion of online gaming in the relevant jurisdiction. Any transgressions will lead to the suspension
Payment methods for GB
Deposit: Card, Paypal, Applepay, Trustly, Skrill, Neteller, Playsafecard
Withdrawals: Card, Paypal, Bank Transfer, Trustly, Skrill, Netsteller
Payment methods for Ireland
Deposit: Card, Applepay, Paypall, Skrill, Neteller, Paysafecard
Withdrawals: Card, Bank Transfer, Paypall, Skrill, Neteller
