Casumo Affiliates

Version: 1.6
Date: 14th September 2022

Casumo - Advertising Guidelines for all markets

The below guidelines are meant to serve as 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 supersede 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 need to be adhered to in addition to the Marketing Guidelines published on this page.

General Rules and Guidelines for all Affiliates - All Markets

• No SMS, Email, Social, Native or any kind of direct marketing is allowed unless approved by your Affiliate Account Manager.
• Adverts and promotions shall always be in accordance with the company’s effort to promote social responsibility and responsible gambling.
• Any content or activity featuring, encouraging, or soliciting illegal activity is strictly prohibited.
• Affiliates must not submit any unsolicited advertisements to consumers.
• Affiliates must provide Casumo with details of anywhere marketing is conducted on behalf of Casumo including but not limited to, URLs, landing pages, brand displays, player destinations and social media.
• Affiliates must only use creative supplied by, or approved by, Casumo.
• Affiliates cannot place marketing featuring the Casumo brand on websites providing unauthorised access to copyrighted content.
• Required information: ALL adverts need to clearly display information on the age restriction for gambling. Minimum age to play: 18+ (or 19+ for Canada), and contact details to a help-organisation specialising in gambling problems, Responsible Gaming Foundation: Responsible Gaming Foundation Malta , Gamble Aware: BeGambleAware®: Gambling Help & Gambling Addiction | BeGambleAware , or a local entity. For UK, Denmark, Germany and Sweden, please see Market Specific Guidelines below.
• Sales promotions shall always be clear and accurately advertised.
• It shall be made clear what is being marketed and who is behind the marketing.
• Marketing shall not contain child friendly images or games.
• Marketing cannot target minors, have particular appeal to children and/or other vulnerable persons associated with youth culture.
• Marketing shall not encourage anti-social or criminal behaviour.
• Marketing cannot have any alcohol or the mention of alcohol in it.
• Marketing cannot contain material which encourages behaviour that could lead to social, financial or emotional harm.
• Marketing cannot encourage spending more than one can afford.
• Marketing cannot portray gambling as a main source of income, a solution to financial problems, a form of financial investment, an alternative to employment, a way to obtain financial security or a way to repay debts.
• Marketing cannot provide an impression that winnings are guaranteed, or that it is easy to win. The chances of winning must be portrayed in a realistic way.
• Marketing cannot directly or indirectly link gambling to sexual success or enhanced attractiveness.
• Adverts shall not directly or indirectly feature themes that link gambling to toughness, resilience or recklessness.
• Marketing shall not provide an impression that games of chance can be affected by skill or a particular technique.
• Marketing shall not provide an impression that gambling can increase personal or professional qualities, such as improving self-image or create success, admiration and/or recognition.
• Marketing cannot suggest that gambling in any way could provide an escape, for example, escape from personal or professional problems or be a solution to any problems.
• Marketing shall not promote solitary gambling over social gambling, or suggest that gambling should take priority in life, over friends, family, work etc.
• Marketing shall not use language or imagery which can be connected to gambling addiction, such as mentions of negative emotions; guilt, aggression, frustration or sadness.
• Marketing cannot link gambling to recklessness or use language classically associated with increasing risks of developing gambling problems, such as “highs and lows”, “risk it all” etc.
• Content and/or CTAs cannot contain urgent prompting messages, such as: “Deposit Now” “Play Now” “Start playing now” “Play immediately” “Play now!“ “Try your luck” “Urgent” “Hurry” “Test your luck in our Casino”, variations on this theme or in any way suggest that time is running out.
• The following terms and similar variations shall not be used in marketing; “Can’t lose” “Get Rich” “Win Big” “Your lucky day” “Guaranteed winnings” “Road to success” “Jackpot win coming, you could be next”
• Marketing does not claim that a product will only be available for a very limited time in order to elicit an immediate decision. Statements which are either aimed at rushing the customer into a decision or are considered to be an aggressive promotion technique shall not be used. Such untolerated statements include but are not restricted to: “You have won x amount of bonus” “This bonus is only available today” (if the offer is not time-barred) “Get rich today”.
• Marketing cannot contain material which could be perceived to condone gambling at work, or gambling at odd hours; such as in the middle of the night.
• Marketing cannot not exploit cultural beliefs or traditions about gambling or luck.
• Any promotions including large winnings by Casumo customers can only be real ones and has to include a date for when it occurred.
• All Affiliate websites have to make it clear for a viewer, that they are not operated by Casumo.
• Marketing cannot provide an impression that Casumo and/or Casumo’s promotions/offers are in any way promoted or pre-approved by a regulatory body. When mentioning licence information, or referring to the regulator, it should be done only in an informative way (e.g. Licensed by… since….).
• Marketing shall not make reference to instantly available consumer credit services, or any other ways of providing credit to players.
• Marketing shall not tarnish the goodwill and privilege that is associated or related in any manner whatsoever to an authorised person or tarnish the image or reputation of another authorised person.
• Affiliates are not permitted to engage in any media buying through advertising exchanges, programmatic networks, etc. without prior written consent from their Affiliate Account Manager.
• As per the Agreement, Affiliates may not register or purchase any domain names which are identical or similar to, or misspellings of the brand names or trademarks.
• Any Affiliate who registers domain names in breach of this rule will have their Affiliate Account terminated and further legal action may be taken.
• When including a game in an advert, the correct RTP should first be confirmed by Casumo or the game provider.
• Advertorials are not allowed, unless the content has been reviewed and approved in advance by your Affiliate Account Manager.
• Marketing cannot claim that an offer is “free”, when there are conditions attached where a consumer has to make any payment, or “risk free”, when there is a potential loss involved.

Specific Guidelines for marketing of Bonus offers

• Any required information, and significant/essential terms and conditions, shall always be clearly and visibly displayed in direct connection to an advert.
• ALL promotional marketing needs to clearly state that terms and conditions apply and make it just as clear where these terms can be found. IF there is not enough space to fit the full terms for an offer, these should be made available 1 click away to a page which shows the full terms immediately, to a compliant landing page or a page specifically designed for bonus terms.
• All adverts shall expressly state how to make use of an offer. For avoidance of doubt, customers shall always be provided with sufficient information in order to be able to make an informed decision prior to accepting the offer. For example, the customer has to be fully made aware of all wagering requirements, deposit requirements, time restrictions, minimum bet, minimum odds etc.
• Wherever space allows, essential/significant terms should be displayed, together with full terms only one click away. Significant or essential Terms are the terms and conditions for a bonus offer, which are most likely to affect a consumer’s understanding of a promotion:

Examples of what is considered essential terms.

• Eligibility: Restrictions on who can participate and how (ex. new players only or only available during September)
• Payment: Pay/ deposit reqs to claim offer (ex. you need to deposit 10 Euro or play for 5 euro on starburst)
• Wagering requirements: Including specific game restrictions (ex. 60 times wagering on casino games, game contribution varies between 0%-100%)
• Time restrictions: Time limit to claim offer, and to fulfil requirements (ex. 60 days min to meet any WR requirements or 100 days to claim the bonus)
• Max. and Min. amount: Including the max bonus amount which can be received or maximum amount which can be won. (ex. Max 1000 euro in deposit bonus or winnings capped at 2000 euro)Max. and Min. amount: Including the max bonus amount which can be received or maximum amount which can be won. (ex. Max 1000 euro in deposit bonus or winnings capped at 2000 euro)
• Minimum odds: The minimum odds which contributes to the wagering of a bonus. (ex. Min 1,6 per bet)

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.

• This text has to be prominent and easily accessible for the viewer
• The text cannot be too small, placed vertically, be translucent or in a color too similar to the background. The placement of the text shall be in direct connection to the offer, so the customer clearly can see the ad and this text at the same time.
• The text should be above the fold, and as close to the offer headline as possible

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

• Mailers and/or other forms of direct marketing are only allowed with express permission from your affiliate manager.
• All mailers and subject lines must be pre approved by your affiliate manager
• Marketing materials can only be sent to individuals who you have valid opt-in marketing consent for. You are responsible for meeting the requirements of data protection laws in these cases. See below for further info.** - This must be provable to us, with a timestamp.
• Emails should contain a line that states “This message has been sent to you as you opted in to receive marketing from [affiliate name]”
• Every marketing message must contain an unsubscribe method and all requests to unsubscribe must be actioned immediately and in any case within 24 hours of receipt.
• The text to be sent to individuals should always be the Casumo template found in our media gallery. If different, express permission should be given by your affiliate account manager.
• Where a send out features the Casumo brand or a Casumo related offer and could reasonably be understood by the person receiving the send out as being from and / or associated with Casumo, the send out must be clear that it has been sent by the Affiliate and should clearly state who the sender is
• There should be no false or misleading header information in the send out.
• You should alert your account manager immediately if you have, or think you have, sent marketing messages to any individuals that you do not hold marketing consent for.

**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:

• Do not use pre-ticked boxes. Consent must be opt-in, so individuals must do something “positive” to show their consent, like tick a box, rather than a “negative” action like unticking a box.
• The wording you use must be very clear and specific. You should be making it very clear to individuals exactly what will happen if they tick the box.
• Marketing consent must be separate to everything else. You can’t combine multiple things in a tick box and you definitely can’t combine it with acceptance of terms and conditions.
• You should always aim to be as granular as possible. So for marketing, you should offer individuals options for which channels they want to receive marketing through (e.g. email, sms) or what type of marketing they want to receive (e.g. sportsbook, casino).
• Individuals must always be able to withdraw their consent at any time, and this must always be honoured. It must be as easy for them to withdraw their consent as it was for them to give it, and it must be free.
• You cannot require individuals to give their consent to marketing as a pre-condition for using your services.

Specific rules for Social Media

• You will follow Casumo Affiliate Advertising Guidelines for All Markets.
• As an affiliate, you cannot promote our brand via private groups and/or private messages without express approval from your affiliate account manager.
• In addition to regulatory requirements and gambling regulation, you also need to follow the advertising guidelines provided by the channel, for example Facebook, Twitter and Instagram have guidelines of their own which you have to follow
• In the event that approval has been provided for social media marketing, all social media sites must be age-gated and only individuals over 18 years of age should be able to access this media.
• Required information: The minimum age to play: 18+, and contact details to a help-organisation specialising in gambling problems, shall be clearly stated in the about/bio section of the profile, and in every post that features our brand. The help-organisation varies depending on the market you target, please see guidelines above.

Specific rules for Streamers

• Every streamer with an active channel (500+ followers) with an existing, engaging community and great content, is more than welcome to promote us.
• Streaming shall be respectful towards the audience as well as Casumo.
• You will follow Casumo Affiliate Advertising Guidelines for All Markets.
• Do not share inappropriate or false information or take part in any kind of activity that could harm others or Casumo in any possible way.
• No alcohol, or use of alcohol or any other type of addictive substance whilst streaming and in the context of gambling.
• Always consider Responsible Gambling and Social Responsibility when you stream, for example; do not use coercive or pressure tactics to encourage someone to gamble, do not encourage reckless or risk taking gambling or use peer pressure to encourage someone to gamble more.
• If an offer is advertised in a video / stream, it must be clearly communicated by the streamer in speech that terms and conditions apply. The significant terms must be displayed in writing long enough for the viewer to read and understand, and the full terms for the offer must be found 1 click away from the ad.
• Anyone taking part in a stream, has to be over 18 years old. For any stream in the UK and/or done in English, anyone taking part in the stream has to be over 25+ years old.
• Content Labeling for twitch: You are expected to accurately label your content to the best of your ability. Twitch streamers are to warn users that the content is intended for adult audiences and evidence of this may be requested before they are accepted.

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:

• portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm
• exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of children, young persons or other vulnerable persons
• suggest that gambling can provide an escape from personal, professional or educational problems such as loneliness or depression
• suggest that gambling can be a solution to financial concerns, an alternative to employment or a way to achieve financial security
• portray gambling as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments
• Suggest that gambling can enhance personal qualities, for example, that it can improve self-image or self-esteem, or is a way to gain control, superiority, recognition or admiration
• suggest peer pressure to gamble nor disparage abstention
• link gambling to seduction, sexual success or enhanced attractiveness
• portray gambling in a context of toughness or link it to resilience or recklessness
• suggest gambling is a rite of passage
• suggest that solitary gambling is preferable to social gambling
• be likely to be of particular appeal to children or young persons, especially by reflecting or being associated with youth culture
• be directed at those aged below 18 years (or 16 years for football pools, equal-chance gaming [under a prize gaming permit or at a licensed family entertainment centre], prize gaming [at a non-licensed family entertainment centre or at a travelling fair] or Category D gaming machines) through the selection of media or context in which they appear
• include a child or a young person. No-one who is, or seems to be, under 25 years old may be featured gambling or playing a significant role. No-one may behave in an adolescent, juvenile or loutish way.
• Individuals who are, or seem to be under 25 years old (18-24 years old) may be featured playing a significant role only in marketing communications that appear in a place where a bet can be placed directly through a transactional facility, for instance, a gambling operator's own website. The individual may only be used to illustrate specific betting selections where that individual is the subject of the bet offered. The image or other depiction used must show them in the context of the bet and not in a gambling context.
• exploit cultural beliefs or traditions about gambling or luck
• condone or encourage criminal or anti-social behaviour
• condone or feature gambling in a working environment. An exception exists for licensed gambling premises.
• Marketing communications for family entertainment centres, travelling fairs, horse racecourses and dog race tracks, and for non-gambling leisure facilities that incidentally refer to separate gambling facilities, for example, as part of a list of facilities on a cruise ship, may include children or young persons provided they are accompanied by an adult and are socialising responsibly in areas that the Gambling Act 2005 (as amended) does not restrict by age.
• Marketing communications for events or facilities that can be accessed only by entering gambling premises must make that condition clear.
• Avoid using any wording that implies a sense of urgency, such as ‘’Bet Now!’’ ‘’Play now!’’ ‘’Join Now!’’ etc. Any use of exclamation marks should be avoided. For the avoidance of doubt, kindly refrain from using any phrases similar to the above.
• All relevant affiliate advertisements should be clearly and prominently marked as #ad showing that the promotional material is clearly identifiable as an advertisement.
• It is required that affiliates share safer gambling related content on a regular basis with their customers, with frequency to be predetermined within the affiliate agreement.
• For further information please refer to Paragraph 61 & 62 of the Gambling Industry Code for Socially Responsible Advertising, which you can find here
• Wrongly formulate the offer and significant terms provided by Casumo.
• Mention the offer without accompanying it with significant terms.
• Mention the offer without accompanying it with a link to the full T&Cs.
• Use screenshots or old static imagery that may contradict Casumo’s offerings.
• Use incorrect or misleading information about the company.

You must also adhere to the following:

• Marketing communications for family entertainment centres, travelling fairs, horse racecourses and dog race tracks, and for non-gambling leisure facilities that incidentally refer to separate gambling facilities, for example, as part of a list of facilities on a cruise ship, may include children or young persons provided they are accompanied by an adult and are socialising responsibly in areas that the Gambling Act 2005 (as amended) does not restrict by age.
• Marketing communications for events or facilities that can be accessed only by entering gambling premises must make that condition clear.
• All relevant Affiliate advertisements should be clearly and prominently marked as #ad showing that the promotional material is clearly identifiable as an advertisement.
• It is required that Affiliates share safer gambling related content on a regular basis with their customers, with the frequency to be predetermined within the Affiliate Agreement.
• For further information please refer to Paragraph 61 & 62 of the Gambling Industry Code for Socially Responsible Advertising,
  • 61. The Gambling Commission are clear that operators will be held responsible for any marketing carried out by their affiliates. As such, operators are expected to ensure that all relevant Code requirements are also followed by their affiliate marketers. This Sixth edition of the Code seeks to build on this requirement to establish more robust controls. As such, this revision includes; • A requirement for all affiliates to be subject to due diligence and PEPS/sanctions checks. KYC checks should also be conducted wherever relevant. • A requirement for affiliates to comply with all relevant regulatory and legislative requirements including CAP’s guidance on ensuring advertisements are obviously identifiable as such. In order to promote consistency, all relevant affiliate ads should be clearly and prominently marked ‘#ad’. • A requirement for relevant affiliates to share safer gambling related content on a regular basis, with frequency to be pre-determined with each individual operator with whom that affiliate has an agreement.
  • 62. Compliance with the above is expected to be managed by way of a contractual obligation to comply with a Code of Conduct for the affiliate party. Operators are expected to terminate relationships with affiliates who cannot/do not comply, preferably on a one strike and you’re out rule.

Sweden

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.

• Marketing shall be done in a balanced and factual way.
• No direct marketing on behalf of Casumo, including emails and sms. Only the license holder has the possibility to query the Swedish national self-exclusion register; Spelpaus, before a sendout, and therefore direct marketing on behalf of the license holder cannot be conducted by an affiliate.
• No mentions/marketing of lotteries or prize draws
• No promotion of any bonuses, free spins, free bets or similar - outside of Casumos own Welcome offer, only available to new players who has not made a deposit and played any of Casumos games after 1st of January 2019.
• There cannot be a disproportionate focus on winnings in advertisement.
• Marketing cannot feature minors, or any person under the age of 18, or who looks under the age of 18.
• Avoid messaged describing deposits and withdrawals as too “quick and easy”, such as ”withdrawals within 5 minutes”, ”superfast”
• Avoid messages meant to attract particular attention; “Are you looking for excitement?” followed by “Hell yes!”, “You gotta try, New Casino!”
• Avoid using any wording that implies a sense of urgency, such as ‘’Bet Now!’’ ‘’Play now!’’ ‘’Join Now!’’ etc. Any use of exclamation marks should be avoided. For the avoidance of doubt, kindly refrain from using any phrases similar to the above.
• Avoid messages describing deposits and withdrawals as too “quick and easy”, such as ”withdrawals within 5 minutes”, ”superfast”
• Framing techniques, and adverts in the form of pop-ups or takeovers are not allowed.
• All ads shall contain contact details to a help-organisation that specialises in gambling problems: Stödlinjen: stodlinjen.se (clickable link): 020 81 91 00, as well as a responsible gambling message (spela ansvarsfullt).
• All adverts must contain all significant terms and conditions for any and all offer/s advertised, with full terms immediately accessible only one click away (from the ad).
• As agreed to upon registration in the Affiliate terms and conditions, you will ensure that you and all of your employees and partners undertake responsible gambling training once per year throughout the term of the Affiliate Agreement

Spain

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.

• Advertising must be clearly recognizable by including the words "advertising" or "public" (or similar formulas) in the advertisements or when it is inserted in advertising blocks or advertising spaces clearly identifiable as such by the recipient.
• Advertising must always be provided with an identifier that allows it to be classified as gaming-related advertising and include the relevant warnings and responsible gaming logos applicable at all times.
• The commercial communications of the gaming operators will not include false information or information that, even if true, by its content or presentation induces or may induce error or confusion to the recipients.
• Advertising cannot be communicated directly or indirectly to minors and must include the warning message +18, applicable at all times.
• Advertising may not be communicated directly or indirectly to minors, nor may it be intended to persuade or incite this group to gambling, nor may it include images of people who appear to be under 18 years of age. The advertisements cannot include people with relevance or public notoriety, nor can the use of people or celebrities be allowed.
• The legal or commercial name of the advertised operator must be clearly indicated. Advertising through the use of brands, trade names or any other trade image owned by third parties is prohibited.
• No advertising can be superimposed on the main content of a website or an application without the prior action of the user (except advertising that appears exclusively on the operator's own portal). In any case, the ads should never block navigation and should be able to be closed or stopped easily.
• Commercial communications must respect the following principles:
• Principle of truthfulness: Commercial communications, whatever their format, will not mislead the identification of the operator that actually carries out the activity being promoted.
• Principle of social responsibility: Commercial communications will be made with a sense of social responsibility, without undermining or trivializing the complexity of the gambling activity or its potential harmful effects on people, and must respect human dignity and constitutionally recognized rights and freedoms. In this sense, Royal Decree 958/2020 on commercial communications of gambling activities expressly prohibits in its article 9.2.f the express mention to share the message or content of the commercial communication with other people. As well as other express prohibitions to present gambling as essential in life, tolerate gambling in educational or work environments, or use of graphic representations of money or luxury products. For additional information please consult RD 958/2020.
• Safe gambling principle: The design and dissemination of commercial communications from gambling operators will seek the balance between the promotion of gambling activity and the necessary protection of consumers against the risks of this activity.
• Principle of minors' protection: Commercial communications cannot be directly or indirectly aimed to target minors or be appealing for this group.
• Commercial communications should include a message related to playing responsibly, such as "if you play, play responsibly", "playing without control may have harmful consequences at a psychosocial level"
• All advertisements must include the logo or relevant information of the responsible gaming organization, applicable at all times; currently: Jugarbien.es, the official website of the DGOJ for responsible gaming.
• You cannot make mentions / advertisements that contain references to games or sweepstakes related to the results of games or sweepstakes of other operators.
• The ads must contain all the essential terms and conditions of the welcome bonuses and the promotions that are promoted (max. 200 euros), and must include the full terms and conditions directly accessible to a single click away (from the ad). In the case of banners and micro-banners in which the essential terms do not fit, include a mention that terms and conditions apply, and always include the full terms just one click away.
• Advertising cannot be sent to users who are registered in the RGIAJ and the DGOJ has informed the operator, self-excluded users or users classified as "at risk".
• Advertising cannot be sent to users who are registered in the advertising exclusion systems (unless the user expresses consent to receive a certain commercial communication).
• In the event that promotional activities are carried out on the following platforms, the following restrictions will apply:
• Rules for the dissemination of audiovisual commercial communications in video exchange services through the platform: Entities that disseminate audiovisual commercial communications from gaming operators in video exchange services through the platform may only do so when the providers of said services have:
• Instruments to prevent these communications from being directed to minors.
• Mechanisms for blocking or hiding pop-up ads by its users.
• Tools that allow establishing time band control models
• Specific rules on commercial communications on social networks: 1. Entities that disseminate commercial communications from gambling operators on social networks with a user profile may only do so in those that have:
• Instruments to prevent these communications from being directed to minors.
• Mechanisms for blocking or hiding pop-up ads by its users.
• Tools that allow segmenting the public to whom these commercial communications are directed

Ireland

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:

• Portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm.
• Suggest that gambling can provide an escape from personal, professional or educational problems such as loneliness or depression.
• 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.
• Portray gambling as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments.
• 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.
• Suggest peer pressure to gamble or disparage abstention from gambling.
• Link gambling to seduction, sexual success or enhanced attractiveness.
• Portray gambling in a context of toughness or link it to resilience or recklessness.
• Suggest gambling is a rite of passage.
• Suggest that solitary gambling is preferable to social gambling.
• 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:

• Be likely to be of particular appeal to children, especially by reflecting or being associated with youth culture.
• Make direct use of signs, symbols, drawings, fictitious characters or real people of primary or particular appeal to children.
• Depict adolescent, juvenile or loutish behaviour.
• Contain endorsements by recognisable figures who would be regarded as heroes or heroines of the young.
• Feature children, except in an incidental manner.
• 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.
• 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.).
• Be displayed within 100 meters of a school entrance.
• Induce a child to regard gambling as a natural element of his or her leisure time/activities.

Ontario

As operators under the Alcohol and Gaming Commission of Ontario (AGCO), we must abide by the Registrar’s Standards for Internet Gaming (the Standards), AGCO Guidance for Advertising and Marketing and corresponding iGaming Ontario (iGO) policies.

• Any marketing affiliates that advertise for the Ontario market must not also advertise gaming sites that operate in Ontario without AGCO registration.
• Public advertising of inducements, bonuses and credits is strictly prohibited, including targeted advertising and algorithm-based ads.
  • An inducement includes any offer that may persuade or encourage a person to participate, or to participate frequently, in any gaming activity. Examples include: sign-up offers, deposit offers, offer of a reward, bonus or “boosted” odds, refund/stake-back offers, multi-bet offers, or winnings paid on losing bets. Please note that this is not an exhaustive list.
  • This requirement applies whether inducements are advertised directly or indirectly. Indirect inducement advertising includes, but is not limited to, the display of promotional codes and/or general references that invite individuals or the general public to learn more about inducements on the gaming site.
  • This restriction applies whether the inducements are real or perceived, based on what players could expect from viewing the advertisement.
  • Advertising covered by this prohibition includes any communication of the inducement, whether verbal, written, or otherwise, regardless of the chosen communication channel (including, among other things, links and descriptions provided by affiliate, player referrals, internet search engine results, chat rooms).
• Inducement, bonus and credit offers may be provided through direct marketing to individuals that have first consented, via Casumo's website, to receive them. Since consent must be obtained from players on our gaming site, any consent obtained elsewhere (e.g. on third party websites) or prior to the Casumo launch in the regulated market would not satisfy this standard.
• Displayed inducement, bonus and credit offers must disclose all material conditions and limitations at the offers first presentation so that players have the information they need before deciding whether to accept the offer.
• All advertising and marketing materials must include a responsible gambling message.
• The organic content posted on social media channels shall be age restricted to 19+ consumers to ensure users log in to age-verified accounts to view content, where possible.
• All advertisements shall include:
  • The age limit graphic or notice (the line that indicates individuals must be 19 years of age or older to participate in igaming in Ontario);
  • ‘Gamble responsibly’ message;
  • iGO logo that meets visibility requirements of the iGO Brand Guide Policy (circulated to all Affiliates as part of the Ontario Marketing Agreement);
  • Terms and Conditions info (if applicable);
  • If it is technically impossible to exclude marketing and advertising outside Ontario, then the disclaimer “Ontario only”.

Germany

As operators under the Ge­mein­samen Glücks­spiel­behörde der Länder (GGL) and a member of DVTM - Deutscher Verband für Telekommunikation und Medien (German Association for Telecommunications and Media), we must abide by the Interstate Treaty on Gambling and Bettertainment Advertising Code. Please familiarise yourself with the legislation.

• Advertising on telecommunication systems is prohibited.
• Advertising must not:
  • make the abandonment of gambling appear disparaging;
  • emphasise exclusively and one-sidedly the benefits of gambling and makes gambling appear to be a good part of daily life;
  • suggest that participation in games of chance promotes social success and, in particular, can be used to enhance one’s reputation or personal attractiveness.
• Advertising must not address minors or comparably vulnerable target groups. As far as possible, minors are to be excluded as recipients of advertising.
  • representations and statements which, by virtue of their content, form a manner of dissemination, specifically target minors or persons with problematic or pathological gambling behaviour, as well as persons with financial difficulties;
  • takes place in media that is predominantly aimed at children and adolescents;
  • takes place shortly before and shortly after children's or youth programs;
  • takes place at events that are predominantly attended by children and young people, for example at sports competitions attended by minors;
  • suggests that gambling can solve social or occupational problems and psychosocial conflicts, e.g. loneliness or depression;
  • conveys that participation in gambling increases social recognition and self-esteem;
  • shows actors who are also visually perceived as children or young people.
• Misleading advertising for public games of chance, especially advertising that contains inaccurate statements regarding the chances of winning or the type and amount of the prizes, is prohibited. The results of games of chance must not be presented as capable of being influenced by the player.
• Advertising that gives rise to the impression of being editorial content is not permitted:
  • Advertising must be recognisable and labelled as such;
  • Surreptitious advertising is prohibited.
• Radio and online advertising of online slots is not permitted between 6:00am and 9:00pm.
• No direct marketing on behalf of Casumo, including emails and sms.
• No variable remuneration, in particular remuneration dependent on turnover, deposits or stakes, must be agreed or paid for advertising games of chance in which blocked players are not permitted to participate on the internet, in particular in the form of affiliate links.
• Terms "casino" or "casino games" are prohibited to use in direct advertising for online slots.

The following compulsory information must be included in the respective means of communication in a clear, easily visible form and size:

• Age restriction logo (18+) in a clearly visible place, or the following statement “Participation from the age of 18” („Teilnahme ab 18 Jahren”). Also applies to the advertising of gambling offers by means of radio, podcasts and broadcast-like telemedia. The obligatory notices must be included in visible form in the respective means of communication.
• Play responsible statement and link “Gambling can be addictive. Further info and help at http://www.bzga.de” (“Glücksspiel kann süchtig machen. Weitere Info und Hilfe unter www.bzga.de .“).
• T&Cs link (if applicable).
• Advertising for games of chance with high payout ratios - must provide information about the probability of winning and losing.

In the case of online advertising, a presentation of the mandatory information from paragraphs 1 and 2 directly on the advertising material may be omitted in exceptional cases, in particular in the case of so-called banner advertising, if the display is not practical for reasons of space and/or is not graphically feasible. In this case, the associated symbols must be incorporated into the respective online advertising in a clear, easily visible form and size.

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:

• Portray, condone or encourage behaviour that is criminal or socially irresponsible or could lead to financial, social or emotional harm, or directly or indirectly encourage anti-social or violent behaviour
• suggest that gaming can be a resolution to social, educational, professional or personal problems
• Suggest that gaming can be an alternative to employment, a solution to financial concerns or a form of financial investment
• portray gaming as socially attractive or suggest that it can enhance personal and, or professional qualities, for example by improving self-image or self-esteem, or is a way to gain control, superiority, recognition or admiration
• portray gaming in a context of toughness or link it to resilience or recklessness
• Portray gaming as indispensable or as taking priority in life, for example over family, friends or professional or educational commitments
• Suggest that solitary gaming is preferable to social gaming
• suggest peer pressure to game, or disparage abstention from gaming
• Suggest that skill can influence the outcome of a game that is purely a game of chance
• Provide false or untruthful information about the chances of winning or expected return from gaming
• Exploit cultural beliefs or traditions about gaming or luck
• Make reference to instantly available consumer credit services, or any other ways of providing credit to players
• Tarnish the goodwill and privilege that is associated or related in any manner whatsoever to an authorised person or tarnish the image or reputation of another authorised person

GIB Territories

Regulation:

4.4 Principle 4.b (Generic Code 17) - “The Commissioner is not minded advise the Minister to consider prescribing any further rules concerning the advertising of their gambling facilities whilst licence holders continue to observe the requirements of the Act and their licence agreements, i.e. that they observe the law and/or guidelines on advertising in place in those jurisdictions where their facilities may be accessed. In particular, where they do advertise, they observe the requirements of Section 32(3) of the Act, i.e. advertisements must not be: 1 indecent, pornographic or offensive; 2 false, deceptive or misleading; 3 intended to appeal specifically to persons under the minimum permitted age; or 4 in breach of copyright laws.”

• Advertisements should contain factually correct information and should not be false or misleading, particularly with regard to customer winnings.
• Advertisements should not entice underage individuals to gamble, and should not be displayed in media that is clearly targeted at underage individuals.
• Customers should not be encouraged to chase their losses or re-invest their winnings and at no time should it be suggested that gambling is a means of solving financial difficulties.
• Advertisements and promotional content should be within the spirit of responsible gambling.
• Terms and Conditions applicable to promotional activities should be clearly displayed, including start and end dates, and should not be unreasonably altered during the promotion.
• Direct advertisements and promotional communication should carry an age restriction warning where practical.
• Email, SMS and Bonus advertisements should have an unsubscribe, or opt out, facility.
• The licence holder should not abuse its relationship with the customer by any unauthorized activity on the customer’s computer system.
• Licence holders should ensure that any Affiliate and/or third party performing advertisements or undertaking other forms of marketing on their behalf is aware of and is willing to take appropriate steps to abide by S.4.4 of the RTOS.
• If the licence holder becomes aware of an Affiliate and/or third party behaving in a manner that contravenes the RTOS and/or other Gambling laws or, the licence holder should take reasonable steps to ensure that the Affiliate ceases that behaviour or that the Affiliate and/or third party contract is terminated.

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 or cannot do, please get in touch with your Affiliate Account Manager or contact us by email and we will be more than happy to guide you or answer any questions you might have.

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.