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 including any addenda thereto; 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 all locations, media and methods by which their marketing is conducted on behalf of Betway, including but not limited to details of all URLs, landing pages, content (including articles mentioning Betway, quoting Betway or providing 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 who are, or appear to be, under the age of 25.

10. Social media marketing (Twitter, Facebook or other) must include 18+ on the bio page (19+ for Ontario-based users).

11. Affiliates must not conduct direct marketing on behalf of Betway without prior written consent or instruction by 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 (19+ for Ontario-based users & 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 (or 19+ for Ontario-based users & 21+ for Belgium Casino), and only with prior written consent or instruction by Betway.

8. Age marker – 18+ (19+ for Ontario & 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. Marketing communications should not promote playing as an alternative to employment, as a financial investment, or as a requirement for financial security, nor should they imply that betting/gaming is required in order to fulfil family or social obligations or solve personal problems.

17. Marketing communications should not be designed so as to make false promises or present winning as the probable outcome. In addition, they must not imply that the chances of winning increase for the longer one plays, the more one spends or suggest that skill can influence the outcome (for games where skill is not a factor).

18. 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.

19. Marketing communications should not contain endorsements by well-known personalities that suggest that betting/gaming has contributed to their success.

20. Marketing communications should not suggest that betting/gaming can enhance personal qualities (i.e., that it can improve self-image or self-esteem, or that it is a way to gain control, superiority, recognition or admiration), nor should such communications link betting/gaming to seduction, sexual success or enhanced attractiveness.

21. Marketing communications should not suggest peer pressure to engage in betting/gaming, nor should they disparage abstention from betting/gaming, nor should they portray betting/gaming in a context of toughness or link betting/gaming to resilience or irresponsible play.


Responsible Gambling

22. Marketing should not portray excessive or socially irresponsible participation by individuals of legal age or which could lead to financial, social or emotional harm. ‘Excessive or socially irresponsible’ and “which could lead to financial, social or emotional harm” refers to the amount bet/gambled and to the way in which it is done.

23. Betway will take all necessary actions to ensure suspended/frozen, closed, excluded and self-excluded account holders will not receive marketing communications.

24. Marketing communications of betting/gaming should not be addressed to, and shall not entice or attract, high-risk groups or individuals, nor shall they exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of potentially high-risk persons, or otherwise extoll the virtues of gambling.

25. Marketing communications should not suggest that betting/gaming can provide an escape from personal or professional problems, or portray betting/gaming as indispensable or as taking priority in life (for example, over family, friends or professional or educational commitments).

26. Marketing communications should not offer a product or promotion that is not reasonably attainable without incurring substantial losses.


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