How this site is funded
The intended model is affiliate commission: an operator pays us when a reader follows a link from this site, opens an account and plays. That is how most comparison sites in this sector work, and it is how we intend this one to work.
Today, no link on this site earns us anything. We hold no commercial arrangement with any operator we list, and every outbound link is unpaid. We are rebuilding this site, and commercial agreements are something we expect to add as that work progresses rather than something already in place.
We are telling you this rather than describing an arrangement we do not have. It matters for two reasons: it is the honest position, and it means that for everything you read here there is currently no commercial reason for us to prefer one operator over another.
How to tell which is which
Every review page states whether we hold a commercial relationship with that operator. Not a general footer disclaimer that covers everything and therefore tells you nothing — a per-operator statement on the page you are reading.
All outbound links to operators are marked as sponsored links in the page’s code, whether or not that particular operator pays us. That is deliberate: it means the marking never becomes a signal of which links are commercial, and it does not need changing as agreements are signed.
What a commercial relationship buys
Where an agreement exists, it buys a tracked link. That is the whole of it. These rules apply now and will continue to apply as more agreements are signed.
What it does not buy
- Position. Order is set by the score, and the score is set by the checks documented in our review methodology. Verification is completed before any commercial conversation, and an operator we have no agreement with is listed on exactly the same basis as one we do — which, given how few agreements we currently hold, is straightforwardly demonstrable rather than a promise.
- Inclusion. An operator that fails our listing criteria is not listed at any price.
- A score. Scores come from the tier model, which is published, and are capped by how much we have actually verified.
- Wording. An operator cannot have a negative finding removed, softened, or moved further down the page. If a wagering requirement is unfriendly, the page says so.
- Removal of a competitor. No agreement on this site includes exclusivity over a category or the exclusion of a rival brand.
If an operator asks for any of the above, we decline, and if they make it a condition of the agreement we end the agreement.
Who we will work with
Commercial relationship or not, an operator only appears here if it:
- holds a current Gambling Commission licence covering remote casino games for customers in Great Britain, verifiable on the public register;
- participates in GAMSTOP;
- names an ADR provider for complaints it cannot resolve;
- offers terms consistent with SR Code 5.1.1 as in force from 19 January 2026 — wagering requirements no higher than 10x, and no mixing of betting, casino, bingo or lottery within a single incentive.
An operator is removed from the site if its licence is suspended, revoked or placed under review; if its terms stop meeting the rules above; or if a pattern of unresolved complaints emerges at ADR that the operator will not address.
Shared ownership
Several brands we list run on the same operating licence. Where that is the case the review page names the licensee, because two brands sharing a licence share the company holding your funds, running identity checks and deciding a disputed withdrawal — and because a comparison that presents them as independent choices is not much of a comparison.
The rules we advertise under
We are not a licensed operator, but affiliate marketing is covered by the same advertising standards, and licensees are accountable for how their affiliates promote them. We hold our own pages to the following:
- 18+ throughout. Every page carries age messaging. Free-to-play and demo content is age-gated before it can be reached, in line with the Commission’s requirement that licensees ensure free-to-play games are not accessible to children through affiliates.
- No “risk-free”, “guaranteed”, or “sure thing”. An offer is only described as risk-free if the reader genuinely cannot lose their own money, which almost none are.
- No urgency or pressure. No countdown timers, no manufactured scarcity, no language implying that not claiming an offer is a loss.
- No appeal to under-18s. No imagery, characters, licensed properties or presenters likely to be of particular appeal to children, in line with the CAP Code and the Gambling Industry Code for Socially Responsible Advertising (7th Edition).
- No targeting of people at risk. We do not knowingly market to anyone registered with GAMSTOP or otherwise self-excluded, and we do not use targeting that selects for signs of gambling difficulty.
- No claim that gambling is a solution. Nothing on this site presents gambling as a route to income, a way out of financial difficulty, or a response to stress.
- Bonus terms shown with the offer. Where we display a headline offer we show the wagering requirement, expiry and significant restrictions alongside it, not behind a link.
Sponsored content
We do not publish paid guest posts, sponsored articles, paid placements, or links sold to third parties. We have no advertorial and no paid-inclusion tier.
We used to invite guest contributions. That page has been removed, and we do not accept content offers. If you are contacting us to buy a link or place an article, the answer is no, and we would rather say so here than reply to each message individually.
Reporting a problem with this policy
If you believe something on this site breaches the rules above — ours or the industry’s — write to [email protected]. Our editorial policy sets out how we handle reports and corrections. You can also complain directly to the Advertising Standards Authority, which we would rather you did than let something inaccurate stand.