Affiliate Disclosure
Transparency is one of our core values. This page explains how CasinoUKGuide.com earns revenue, how our affiliate partnerships work, and why you can trust that our editorial content remains independent and unbiased.
How We Earn Revenue
CasinoUKGuide.com is a free-to-use informational website. We do not charge visitors for access to our content. Instead, we earn revenue through affiliate marketing partnerships with some of the online casino operators featured on this site.
When you click on a link to a gambling operator on our website and subsequently register an account, make a deposit, or perform another qualifying action, we may receive a commission from that operator. This commission is paid by the operator — it costs you nothing and does not affect the terms, odds, or experience you receive as a player.
This affiliate income is what allows us to operate the website, produce high-quality content, maintain and update our reviews, and provide our resources at no cost to our readers.
How Affiliate Links Work
Many of the links to gambling operators on our website are affiliate links. These links contain tracking parameters that identify CasinoUKGuide.com as the source of the referral. When you click an affiliate link, a cookie may be placed on your device by the operator's website. If you then complete a qualifying action (such as registering or depositing) within the cookie's active period, the operator records the referral and we receive a commission.
Affiliate links function identically to regular links from a user perspective. You are taken to the same page, see the same offers, and receive the same treatment as any other visitor. The only difference is that the operator knows you arrived via our site.
No extra cost to you: Using an affiliate link never costs you more than visiting the operator directly. The commissions we receive are paid by the operator from their marketing budget, not from your deposits or winnings.
Editorial Independence
Our editorial content — including reviews, ratings, comparisons, and guides — is produced independently of our commercial relationships with operators. Affiliate partnerships do not influence the content we publish, the ratings we assign, or the conclusions we reach in our reviews.
Specifically:
- No operator can pay for a higher rating. Our ratings are based on our editorial assessment of safety, game quality, bonus fairness, customer support, and overall user experience.
- No operator can pay for a more favourable review. Our reviews present both strengths and weaknesses honestly, regardless of whether we have a commercial relationship with the operator.
- No operator can pay for preferential placement. Our editorial rankings and recommendations are based on merit, not on the financial terms of affiliate partnerships.
- We feature casinos with which we have no affiliate relationship. If a casino deserves a place in our guides based on its merits, we include it regardless of whether we earn revenue from referrals.
- We publish critical content about partners. If a casino with which we have an affiliate relationship falls short in any area, our review will reflect that honestly.
Our reputation depends on the trust of our readers. If we compromised our editorial integrity for commercial gain, that trust — and our usefulness as a resource — would be lost. We take this seriously.
Our Commitment to Transparency
We believe you have the right to know how the websites you visit generate revenue. That is why we provide this disclosure and include affiliate notices throughout our site, including in the footer of every page.
If you have any questions about our affiliate relationships or how we generate revenue, please do not hesitate to contact us. We are happy to provide further information.
Responsible Gambling Comes First
While affiliate commissions fund our operations, promoting responsible gambling is always our priority. We will never encourage excessive gambling, downplay the risks involved, or prioritise revenue over player welfare. Every page on this website includes responsible gambling messaging, and we maintain a dedicated Responsible Gambling resource with advice, tools, and links to support organisations.
If gambling is causing you harm, please seek help. Contact BeGambleAware on 0808 8020 133 or visit GamCare for free, confidential support.