Version: 1.5
Date: 19st May 2021

Casumo - Advertising Guidelines for all markets

The below guidelines are meant to serve as a quick access to the main obligations of the Affiliate under its agreement with Casumo. These Guidelines are an addition to the agreement between Casumo and the Affiliate. The Terms and Conditions for the Affiliate Programme (i.e. the Agreement) shall supercede any provision hereunder at all times.

This guide covers the advertising rules for all types of advertising such as (but not limited to) Banners, Mailers, Reviews, Native ads and SMS sendouts. These rules MUST be followed by all affiliates. If breached, your affiliate account might be closed and depending on the severity of the breach, pending commissions may not be paid out. Any eventual fine from the regulators due to incorrect or bad behaviour from an affiliate might be partly or fully passed on to the affiliate.

We will, from time to time, send out affiliate newsletters with new information in regards to regulatory requirements and/or ethical marketing guidelines, these needs to be adhered to in addition to the Marketing guidelines published on this page.

Market Specific Limitations

United Kingdom

As operators under the UK Gambling Commission, we must abide by the CAP Non-Broadcast Code as a whole. If you would like to familiarise yourself with the code, you may do so here.

Further to the above, as a gaming operator licenced by the UK Gambling Commission, we must strictly adhere to Section 16 of the CAP Code, which states that marketing communications must not:


Ads and marketing in the Swedish language and/or sent from a Swedish affiliate and in a format meant to target swedish persons, and/or streamers situated in Sweden streaming from a Swedish IP.


Ads and marketing in the Danish language and/or sent from a Danish affiliate and in a format meant to target Danish persons, and/or streamers situated in Denmark streaming from a Danish IP.


Conditions applicable to advertisements in Spanish and / or sent from a Spanish subsidiary and in a format aimed at Spanish people, and / or streamers located in Spain who connect from a Spanish IP address.

Casumo | Terms and Conditions Apply | 18 | juego seguro | JugarBien | autoprohibicion


As operators under the ASAI marketing rules, we must abide by these when advertising in the Irish market. Under these rules affiliates are expected to adhere to the following:

ASAI Code Section 10: Gambling

All marketing communications for gambling services or products shall contain a message to encourage responsible gambling and shall direct people to a source of information about gambling and gambling responsibly.

Marketing communications for gambling should not:

  1. Portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm.
  2. Suggest that gambling can provide an escape from personal, professional or educational problems such as loneliness or depression.
  3. State or suggest that gambling may be a way to solve financial or personal issues, or represent it as analternative source of income or substitution for working.
  4. Portray gambling as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments.
  5. Suggest that gambling can enhance personal qualities including for example, that it might improve self-image or self-esteem, or is a way to gain control, superiority, recognition or admiration.
  6. Suggest peer pressure to gamble or disparage abstention from gambling.
  7. Link gambling to seduction, sexual success or enhanced attractiveness.
  8. Portray gambling in a context of toughness or link it to resilience or recklessness.
  9. Suggest gambling is a rite of passage.
  10. Suggest that solitary gambling is preferable to social gambling.
  11. State or imply a promise of winning or portray unrealistic outcomes.

Winning claims, success rate claims and profitability claims should be factual and capable of substantiation. Neither the chances of winning nor the size of the prize should be exaggerated.

Marketing communications should not state or imply that a player’s skill can influence the outcome of a game unless the skill can actually be demonstrated to affect the outcome of the game.

Children and Underage Gambling

Marketing communications should not harm or exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of children.

Marketing communications should not:

  1. Be likely to be of particular appeal to children, especially by reflecting or being associated with youth culture.
  2. Make direct use of signs, symbols, drawings, fictitious characters or real people of primary or particular appeal to children.
  3. Depict adolescent, juvenile or loutish behaviour.
  4. Contain endorsements by recognisable figures who would be regarded as heroes or heroines of the young.
  5. Feature children, except in an incidental manner.
  6. Feature anyone who is, or seems to be, under 25 (18-24) years old, unless those individuals feature only to illustrate specific betting selections or options where that individual is:
    1. the subject of the bet offered,
    2. is in a team that is the subject of the bet offered, or
    3. is part of an event which is the subject of a bet offered.
    The image or other depiction used must show them in the context of the bet and not in any gambling role.
  7. Be directed at those aged below 18 years through the selection of media or context in which they appear, or be placed in or through media, or parts of media, that are specifically intended for children (inserts, supplements, special (radio and TV) programmes, cinema films, etc.).
  8. Be displayed within 100 meters of a school entrance.
  9. Induce a child to regard gambling as a natural element of his or her leisure time/activities.

MGA Territories

As operators licenced by the Malta Gambling Authority, we must abide by the Commercial Communications Committee Guidelines. Below, you will find the rules laid out within the aforementioned document. Should you wish to have a read through the Rules in their entirety, you may find them here

Commercial Communications must not:

General Rules and Guidelines for all Affiliates - All Markets

Specific Guidelines for marketing of Bonus offers

Examples of what is considered essential terms.

Terms and conditions for an offer, including essential terms and/or where to find full terms (one click away always), shall be clear, visible and easy to read for a viewer.

Should you need assistance with the format for bonus terms, and/or where to link to full terms for an offer, please reach out to your account manager.

Specific rules for Direct marketing

**Affiliates are regarded as data controllers when it comes to the sending of marketing communications. This means that you are responsible for meeting the requirements of data protection laws and in this case, ensuring that you have valid marketing consent before you send out any marketing. Failure to meet your obligations can result in enforcement action from data protection supervisory authorities.

To be sure you are collecting valid marketing consent, you should make sure you are doing the following:

Specific rules for Social Media

Specific rules for Streamers

In addition to the above, it is up to you, as a responsible and trustworthy affiliate to Casumo, to adhere to any other applicable laws or gambling regulation.

If you have further questions or any doubts about what you can do or not do, then please get in touch with your manager or contact us by email and we will be more than happy to guide you or answer any questions you might have.