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Betano Affiliates: Advertising, Promotion and Compliance Guidelines

Who Regulates Betano?

Betano holds a remote operator licence from The Great Britain Gambling Commission.

Advertising and promotional activities undertaken by Betano, or you, on behalf of Betano, are regulated by:

  • The Licence Conditions and Codes of Practice (LCCP).
  • The UK Code of Non-Broadcast Advertising & Direct & Promotional Marketing (CAP Code).
  • The General Data Protection Regulations (GDPR).
  • The Advertising Standards Authority (ASA).
  • The Committees of Advertising Practice (CAP).
  • The Competition and Markets Authority (CMA).

To ensure Compliance with the above licence and regulatory obligations, all affiliates advertising the “Betano” brand must be as set out in this document.

What are our Licence Objectives?

Betano must:

  • Keep gambling crime free;
  • Protect children, young persons and other vulnerable people;
  • Ensure gambling is conducted in a fair and open way

What is the Betano Affiliate Team doing to ensure compliance?

  • Communicating relevant changes to affiliates when required;
  • Appointed a dedicated Affiliate Security and Compliance Officer;
  • Working closely with the Betano Legal, Compliance and Risk Team;
  • Updated our Affiliate Terms and Conditions;
  • Reviewing all affiliate websites/social media pages promoting the "Betano" brand on a constant basis;
  • Providing compliant creative for the Affiliate to use on its site available within the Affiliate Programme.

Affiliate Content on which mediums is impacted by the CAP and ASA?

Including (but not limited to):

  • Websites
  • social media
  • banners
  • n-game ads
  • hyperlinks
  • promotional codes
  • E-promotions
  • paid ads for Meta
  • tweets
  • websites made to look like editorial content
  • blog Posts

What else does the ASA require?

Affiliates must:

  • Restrict adverts that create a sense of urgency (i.e., do not use “Bet Now” offers during live events, or “Go go go” style urgent messaging)
  • Curb trivialisation of gambling (i.e. do not encourage encourage repetitive play)
  • Prevent approaches that give an irresponsible perception of the risk or control (i.e. do not use “Risk Free Deposit Bonus” wording)
  • Not portray or refer to problem gambling behaviour and associated behaviours (i.e. chasing losses by placing more bets)
  • Prevent undue emphasis on money-motives for gambling
  • LCCP also require that steps should be taken to ensure that free-to-play games cannot be accessed by children and young people via affiliate’s websites.
  • Ensure all Social Media pages are Age Gated for 18+

What terms should all adverts include to be ASA and CAP compliant?

Whether created by Betano or the Affiliate, all adverts must:

  • Display full terms and conditions on landing pages;
  • Include a disclaimer on the offer banner/promotion detailing significant terms;
  • Ensure full terms and conditions are no more than one click away from the banner/promotion;
  • Include a prominent, clear direct link to the full terms and conditions in all sponsored search results and smaller banners;
  • Alternatively, Include a short link in the social media offer (I.e. a hyperlink from the text terms and conditions). Alternatively, an image of terms and conditions could be included, avoiding Twitter’s character limit;
  • Include all significant terms around wagering requirements, depositing, withdrawals limits, offer start and end date on all adverts;
  • Include: “Gambleaware.org”, “18+” and that “T&Cs apply”;
  • Specify whether “New Customers” or “Existing Customers”;
  • Specify other restrictions (e.g. Payment card deposits only).

Sample advert wording

For a Bet £5 Get £30 Promotion:

+18 New Customers Only; Bet £5 at odds of 2.00+ and get 2 x £10 in Sports Free Bet and £10 Casino Bonus; wager 40x to withdraw winnings; Bonuses expire in 7 days, Payment Card deposits only; Geographic Restrictions apply, click link for T&Cs. 18+ | Gambleaware.org These significant terms must be hyperlinked to the offers landing page.

What are the Betano brand requirements?

All Betano offers on the affiliate site must include:

  • Correct Offer Title;
  • Correct Offer Details;
  • Correct Betano branding (as set out on next slide)
  • Include all offer terms (as set out in previous slide).

We have a range of fully compliant banners available in your affiliate account in the following location should you wish to use our own GIF/JPEGs

Marketing Tools/Creative Search/Betano UK (product)

If you are unsure on anything then please email: affiliates@betano.co.uk where we will review any creative/posts/imagery

Betano Creatives Examples

Banner Format

  • The logos displayed here are the only logos on-brand and approved by Betano Partners.
  • If your Betano banners don’t have the font, structure and CTA button colour of the displayed above then please update
  • Please ensure all Social Media posts include the terms as laid out in the example

*Neglect to maintain correct and on-brand Betano creative can result in account closure and commission held*

What happens if Betano receives a complaint about an affiliate advert?

  • In accordance with Clause 6 of the Affiliate Terms and Conditions, Betano will disclose the affiliate’s contact details to the complainant details to the complainant directly.
  • Should Betano receive a regulatory fine, the Affiliate will be required to reimburse Betano Partners in full for the amount of the fine.
  • We remind you of the obligations relating to promotions set out in Clause 6 and Clause 7 of the Affiliate Terms and Conditions, and ask you to contact us where you require any clarity orhave a concern.

What happens if the Affiliate Fails to Comply with the Regulations and/or the Affiliate Terms and Conditions?

Betano may:

  • Close the Affiliate’s account;
  • Withhold further commission;
  • Require reimbursement of any fine imposed on Betano as a result of the Affiliate’s actions.