Marketing and Advertising Codes of Conduct for Affiliates


1. Betway operates a 1 strike rule, whereby any affiliate failing to comply with the following requirements will be terminated from the Betway affiliate programme:

a. all laws, regulations and industry codes applicable to advertising and marketing of online gambling; and

b. the terms and conditions of the Betway affiliate programme; and

c. the Responsible marketing policy and guidelines provided by Betway; and

d. this code of conduct.

2. Affiliates must only use creative supplied by, or approved by, Betway.

3. Affiliates must provide Betway with details of anywhere marketing is conducted on behalf of Betway including but not limited to, URLs, landing pages, content (including articles mentioning Betway, quoting Betway or an opinion on behalf of the company), brand displays, player destinations and social media.

4. Affiliates must not place marketing featuring the Betway brand on websites providing unauthorised access to copyrighted content.

5. All promotional offers must be attached to appropriate Betway terms and conditions, and must include all essential information in the content of the promotional offer or in key terms provided in, or alongside, the promotional offer.

6. Any marketing conducted on behalf of Betway, must make clear that the publisher works independently of Betway or its brands.

7. Affiliates must not use ‘advertorial style’ marketing to promote Betway’s brands, unless approved by Betway.

8. Any betting tips/tipster content must not imply that success is guaranteed.

9. Affiliates must not use any marketing or copy which appeals to children or features people under the age of 25.

10. Social media marketing (Twitter, Facebook or other) must include 18+ on the bio page.

11. Affiliates must not conduct direct marketing on behalf of Betway.


Marketing Age-Gating Guidelines

Appeal to Children
1. Games are categorised and restricted in line with the Games Categorisation Policy.
2. Marketing material must not feature any under-18s in any circumstances.
3. Marketing material must not feature sports people and celebrities who are, or appear to be, under the age of 25, except when shown in the context of a location where the customer can place a wager (i.e. in a banner on the Betway website).
4. The content of marketing material: a. must not use themes or content associated with particular appeal to children; such as nursery rhymes, children’s characters or stories; b. should avoid the use of colourful and exaggerated animated characters; c. should avoid styles or approaches likely to have particular salience for under-18s.

Targeted Marketing Guidelines
5. It is Betway’s policy to ensure that advertisements are never targeted towards people under the age of 18 (21+ for Belgium Casino) through the selection of media, style of presentation, content or context in which they appear. The ASA’s guidelines state that marketing communications targeted at adults may be seen by under-18s, therefore Betway will take the following steps to ensure that young people are protected. Betway will ensure that marketing is only placed in media that is primarily for consumption by adults.
6. Betway will not market in media where children or young people make up a significant proportion – more than 25% – of the audience.
7. Direct marketing lists may only be used if the audience is verified as being over 18 (21+ for Belgium Casino).
8. Age marker – 18+ (21+ for Belgium Casino).
9. Social responsibility message – “www.begambleaware.org” and, where possible, “Bet the responsible Way”.

Responsible Marketing Policy

Social Responsibility
10. Marketing communications should not use themes, images, symbols or portrayals likely to cause widespread harm or offence, including derogatory or demeaning. If a marketing communication is to be used in more than one country, the cultural and religious sensitivities of all the countries involved should be respected.
11. Marketing communications should respect human dignity and should not incite or condone any form of discrimination, including that based upon race, national origin, religion, gender, age, disability or sexual orientation.
12. Marketing communications should not appear to condone or incite violent, unlawful or antisocial behaviour. Betway will not advertise with, or be associated with any advertising linked to any illegal websites, including illegal movie/download websites.
13. Marketing communications should not contain claims or representations that suggest individuals can attain social or professional success or status as a result of betting/gaming.
14. Marketing communications should not be associated with violent, aggressive, hazardous, illegal or antisocial behaviour. They should not be associated with illegal activity of any kind.
15. Marketing communications should not depict betting/gaming in a manner associated with the attainment of adulthood or the ‘rite of passage’ to adulthood.
16. Betway will not advertise with, or be associated with advertising linked to any pornographic sites. Sexualised or otherwise indecent images, together with images objectifying women should not be used.

Responsible Gambling
17. Marketing should not portray excessive or irresponsible participation by individuals of legal age. ‘Excessive and irresponsible’ refers to the amount bet/gambled and to the way in which it is done.
18. Betway will take all necessary actions to ensure suspended/frozen, closed, excluded and self-excluded account holders will not receive marketing communications.
19. Marketing communications of betting/gaming should not be addressed to at-risk groups.

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