Version: 1.2
Date: 11th February 2020

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

Advertising towards residents in United kingdom is not allowed


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!”
  • 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: (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
  • Denmark

    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.

  • No direct marketing on behalf of Casumo, including emails and sms. Only the license holder has the possibility to query the Danish national self-exclusion register; ROFUS, before a sendout, and therefore direct marketing on behalf of the license holder cannot be conducted by an affiliate.
  • Marketing cannot feature minors, or any person under the age of 18, or who looks under the age of 18.
  • All ads shall contain contact details to a help-organisation that specialises in gambling problems: StopSpillet: 70 22 28 25,, as well as a responsible gambling message (spil ansvarligt).
  • All ads shall contain information regarding the Danish national self-exclusion system, ROFUS:
  • 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).
  • Spain

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

  • Marketing shall be clearly recognizable, by including the words “publicidad” or “public” (or similar formulas) in the ads.
  • Marketing shall always be provided with an identifier that allows it to be categorised as relating to gambling and include the relevant warnings and responsible gaming logos applicable at each time.
  • Marketing cannot be directly or indirectly addressed to minors and must include the +18 warning message applicable at each time.
  • Marketing cannot feature minors, or any person under the age of 18, or who looks under the age of 18. Ads cannot feature either recognisable or famous people.
  • The legal or commercial name of the operator being advertised must be clearly indicated. Marketing using brands, trade names or any other commercial images owned by third parties are prohibited.
  • No marketing shall be superimposed on the main content of a website or application without prior action by the user (except for the marketing appearing exclusively on the operator's own portal). In any case, ads must never block navigation and must be able to be closed or stopped easily.
  • All ads shall contain the relevant responsible-gaming organization logo or information, applicable at each time; currently:, official site of the DGOJ for responsible gaming.
  • No mentions/marketing containing references to games or draws related to the results of games or draws of other operators.
  • Adverts must contain all essential terms and conditions for welcome bonuses and promotions advertised (max. 200 €), with full terms immediately accessible only one-click away (from the ad). In the case of banners and micro-banners where essential terms cannot fit, include a mention that terms and conditions apply, always with the full terms one-click away.
  • No marketing to users if they are registered with RGIAJ and the DGOJ has informed about that to the operator, Self-excluded users and users qualified as “under risk”.
  • No marketing to users registered with the advertising exclusion systems (unless the user expressly gives consent to receive a particular commercial communication)
  • MGA Territories

    Marketing targeted to countries that fall under the MGA must include the following:

  • Any ads/marketing targeting MGA Territories which is in English, should clearly state that it is not available to UK customers.
  • Marketing cannot feature minors, or any person under the age of 18, or who looks under the age of 18.
  • "Casumo Services Ltd is licensed by the MGA under the licence MGA/B2C/217/2012"
  • Responsible gaming message (such as "Play Responsibly");
  • All material information must be clearly available within the advert (wagering/deposits requirements and any restrictions such as bonus validity).
  • Full bonus/significant T&Cs have to be only one click away (from the ad).
  • 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 on gambling, Minimum age to play: 18+, and contact details to a help-organisation specialising in gambling problems, Responsible Gaming Foundation:, Gamble Aware:, or a local entity. For UK, Denmark and Sweden, please see Market Specific Guidelines above.
  • 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 has to 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, from, for example, 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, 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 add 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 license 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.

  • 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.