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Affiliate Compliance / General Advertising Codes & Standards

Discussion in 'Affiliate Issues' started by JGslots, Sep 20, 2017.

    Sep 20, 2017
  1. JGslots

    JGslots Meister Member PABinit webmeister

    Location:
    Wirral, UK
    A scary topic. Indeed. There has been a massive rally in the press recently regarding dodgy, dishonest, affiliates.
    I want to raise the question, what is happening? What will happen?
    Currently any banners placed should carry the 18+ logo, Terms & Conditions Apply and also hold reference to Gamcare.
    Is this the case now, or does it need to be implemented by such a date?


    Is this JUST for the UKGC and affiliates who promote UKGC casinos?


    Several Affiliate programs have been sending out updated banners etc.
    I had an interesting conversation with an affiliate manager who presented me with this today...


    Principle

    The rules in this section are designed to ensure that gambling advertisements are socially responsible, with particular regard to the need to protect under-18s and other vulnerable persons from being harmed or exploited by advertising that features or promotes gambling.
    Background
    The legal framework for gambling in Great Britain, including the requirements for licensing operators, is set out in the Gambling Act 2005 (as amended).
    The Gambling Act 2005 does not apply outside Great Britain. Licensees should ensure that specialist legal advice is sought when considering advertising any gambling product or service in Northern Ireland or the Channel Islands.
    Spread betting may be advertised as an investment activity under the Financial Services and Markets Act 2000 (as amended) (FSMA), the Financial Services and Markets Act 2000 (Financial Promotion) Order 2005 (as amended) and in accordance with the Financial Conduct Authority (FCA) Handbook. Spread betting may be advertised on specialised financial stations or channels, in specialised financial programming or on interactive or additional television services (including text services) only (see rule 14.5.4). A "spread bet" is a contract for differences that is a gaming contract, as defined in the glossary to the FCA Handbook.
    These rules are not intended to inhibit advertisements to counter problem gambling that are responsible and unlikely to promote a brand or type of gambling.
    Please refer to Section 32: Scheduling for rules on the scheduling of gambling advertisements.
    Definitions
    The term "gambling" means gaming and betting, as defined in the Gambling Act 2005, and spread betting. For rules on lottery advertisements, see Section 18.
    The rules in this section apply to advertisements for "play for money" gambling products and advertisements for "play for free" gambling products that offer the chance to win a prize or that explicitly or implicitly direct the consumer to a "play for money" gambling product, whether on-shore or off-shore.
    Unless they portray or refer to gambling, this section does not apply to advertisements for non-gambling leisure events or facilities, for example, hotels, cinemas, bowling alleys or ice rinks, that are in the same complex as, but separate from, gambling events or facilities.
    GAMBLING
    The BCAP Code: The UK Code of Broadcast Advertising 82
    Rules
    17.1 Radio Central Copy Clearance - Radio broadcasters must ensure that advertisements for gambling are centrally cleared.
    17.2 Advertisements for events or facilities that can be accessed only by entering gambling premises must make that condition clear.
    Rules for all advertisements
    17.3 Advertisements must not:
    17.3.1 portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm
    17.3.2 suggest that gambling can provide an escape from personal, professional or educational problems such as loneliness or depression
    17.3.3 suggest that gambling can be a solution to financial concerns, an alternative to employment or a way to achieve financial security
    17.3.4 portray gambling as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments
    17.3.5 suggest peer pressure to gamble or disparage abstention
    17.3.6 suggest that gambling can enhance personal qualities; for example, that it can improve self-image or self-esteem, or is a way to gain control, superiority, recognition or admiration
    17.3.7 link gambling to seduction, sexual success or enhanced attractiveness
    17.3.8 portray gambling in a context of toughness or link it to resilience or recklessness
    17.3.9 suggest gambling is a rite of passage
    17.3.10 suggest that solitary gambling is preferable to social gambling.
    Rules for gambling advertisements
    17.4 Advertisements for gambling must not:
    17.4.1 exploit cultural beliefs or traditions about gambling or luck
    17.4.2 condone or encourage criminal or anti-social behaviour
    GAMBLING
    The BCAP Code: The UK Code of Broadcast Advertising 83
    17.4.3 condone or feature gambling in a working environment (an exception exists for licensed gambling premises)
    17.4.4 exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of under-18s or other vulnerable persons
    17.4.5 be likely to be of particular appeal to under-18s, especially by reflecting or being associated with youth culture
    17.4.6 feature anyone who is, or seems to be, under 25 years old gambling or playing a significant role. No-one may behave in an adolescent, juvenile or loutish way.
    17.5 Advertisements for family entertainment centres, travelling fairs, horse racecourses and dog racetracks, and for non-gambling leisure facilities that incidentally refer to separate gambling facilities as part of a list of facilities on, for example, a cruise ship, may include under-18s provided they are accompanied by an adult and are socialising responsibly in areas that the Gambling Act 2005 (as amended) does not restrict by age.


    Principle
    The rules in this section are designed to ensure that marketing communications for gambling products are socially responsible, with particular regard to the need to protect children, young persons under 18 and other vulnerable persons from being harmed or exploited by advertising that features or promotes gambling.
    Background
    The term "gambling" means gaming and betting, as defined in the Gambling Act 2005, and spread betting. For rules on marketing communications for lotteries, see Section 17.
    The legal framework for gambling in Great Britain, including the requirements for licensing operators, is set out in the Gambling Act 2005 (as amended).
    The Gambling Act 2005 does not apply outside Great Britain. Specialist legal advice should be sought when considering advertising any gambling product in Northern Ireland or the Channel Islands.
    Spread betting may be advertised as an investment under the Financial Services and Markets Act 2000 (as amended) (FSMA), the Financial Services and Markets Act 2000 (Financial Promotion) Order 2005 (as amended) and other Financial Conduct Authority (FCA) rules and guidance (see Background, Section 14, Financial Products). A "spread bet" is a contract for difference that is a gaming contract, as defined in the glossary to the FCA Handbook.
    The rules in this section apply to marketing communications for "play for money" gambling products and marketing communications for "play for free" gambling products that offer the chance to win a prize or explicitly or implicitly direct the consumer to a "play for money" gambling product, whether on-shore or off-shore.
    These rules are not intended to inhibit marketing communications to counter problem gambling that are responsible and unlikely to promote a brand or type of gambling.
    Unless they portray or refer to gambling, this section does not apply to marketing communications for non-gambling leisure events or facilities, for example, hotels, cinemas, bowling alleys or ice rinks, that are in the same complex as, but separate from, gambling events or facilities.
    For the purposes of this section, "children" are people of 15 and under and "young persons" are people of 16 or 17.
    Rules
    16.1 Marketing communications for gambling must be socially responsible, with
    GAMBLING
    The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing 77
    particular regard to the need to protect children, young persons and other vulnerable persons from being harmed or exploited.
    16.2 In line with rule 1.2, the spirit as well as the letter of the rules in this section apply whether or not a gambling product is shown or referred to.
    16.3 Marketing communications must not:
    16.3.1 portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm
    16.3.2 exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of children, young persons or other vulnerable persons
    16.3.3 suggest that gambling can provide an escape from personal, professional or educational problems such as loneliness or depression
    16.3.4 suggest that gambling can be a solution to financial concerns, an alternative to employment or a way to achieve financial security
    16.3.5 portray gambling as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments
    16.3.6 suggest that gambling can enhance personal qualities, for example, that it can improve self-image or self-esteem, or is a way to gain control, superiority, recognition or admiration
    16.3.7 suggest peer pressure to gamble nor disparage abstention
    16.3.8 link gambling to seduction, sexual success or enhanced attractiveness
    16.3.9 portray gambling in a context of toughness or link it to resilience or recklessness
    16.3.10 suggest gambling is a rite of passage
    16.3.11 suggest that solitary gambling is preferable to social gambling
    16.3.12 be likely to be of particular appeal to children or young persons, especially by reflecting or being associated with youth culture
    16.3.13 be directed at those aged below 18 years (or 16 years for football pools, equal-chance gaming [under a prize gaming permit or at a licensed family entertainment centre], prize gaming [at a non-licensed family entertainment centre or at a travelling fair] or Category D gaming machines) through the selection of media or context in which they appear
    16.3.14 include a child or a young person. No-one who is, or seems to be, under 25
    GAMBLING
    The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing 78
    years old may be featured gambling or playing a significant role. No-one may behave in an adolescent, juvenile or loutish way.
    Individuals who are, or seem to be under 25 years old (18-24 years old) may be featured playing a significant role only in marketing communications that appear in a place where a bet can be placed directly through a transactional facility, for instance, a gambling operator's own website. The individual may only be used to illustrate specific betting selections where that individual is the subject of the bet offered. The image or other depiction used must show them in the context of the bet and not in a gambling context.
    16.3.15 exploit cultural beliefs or traditions about gambling or luck
    16.3.16 condone or encourage criminal or anti-social behaviour
    16.3.17 condone or feature gambling in a working environment. An exception exists for licensed gambling premises.
    16.4 Marketing communications for family entertainment centres, travelling fairs, horse racecourses and dog race tracks, and for non-gambling leisure facilities that incidentally refer to separate gambling facilities, for example, as part of a list of facilities on a cruise ship, may include children or young persons provided they are accompanied by an adult and are socialising responsibly in areas that the Gambling Act 2005 (as amended) does not restrict by age.
    16.5 Marketing communications for events or facilities that can be accessed only by entering gambling premises must make that condition clear.
     
  2. Sep 20, 2017
  3. dunover

    dunover Unofficial T&C's Editor Staff Member CAG PABnononaccred PABnonaccred PABinit mm3 webmeister

    Occupation:
    International Money Launderer
    Location:
    the bus shelter, opposite GCHQ Benhall
    Essentially stick to official pre-approved creatives and banners from the affiliate account which will include terms and RG mentions.

    Do not send spam texts.

    Do not send spam e-mails.

    Only use links to official casino landing page(s)

    Do not use antisocial media.

    If in doubt pre-approve the ad with the affiliate programme.

    Do the above then you're OK.

    That's the gist of the e-mails we're all getting.

    Suits me fine, I'm not one of the moron affiliates misbehaving, like Casino Rewards and Casumo had to deal with. :thumbsup:
     

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