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How advertising appears on the site

You will see promotional content in a few predictable places: banners for welcome offers, the operator panels beside our reviews, and the links that take you from a price or a bonus to the operator offering it.

Commercial content is labelled. Pages that carry it show a notice stating that the material is commercial, intended for new customers aged eighteen or over, and subject to the operator's terms.

Commercial agreements

We have agreements with a number of licensed operators. In most cases we are paid when a reader registers or makes a first deposit after arriving from one of our links, an arrangement usually described as affiliate marketing.

We only enter agreements with operators that hold a licence from a recognised regulator. Holding an agreement with us is not an endorsement, and an operator we have no agreement with can still be reviewed and can still rank above one we do.

What advertising does not affect

This is the part that matters most, so it is worth being blunt about it.

• Review scores and rankings are set by testing, not by commission rates
• Criticism is never removed at an operator's request
• The odds comparison always shows the best price we hold, whoever is offering it
• Predictions are unaffected by which operator happens to price a market best
• An operator cannot pay to appear as a recommendation it has not earned

How revenue is used

Commission funds the odds data we license, the accounts we open in order to test operators, and the editorial work behind the reviews and predictions. It is what allows the site to stay free and free of paywalls.

Responsible advertising

We do not aim promotional content at anyone under eighteen, at people who have self-excluded, or at anyone we have reason to think is at risk. We do not present betting as a way to make money, solve debt or recover losses.

Every offer we promote is shown with the conditions attached to it, including wagering requirements and time limits, because an offer whose conditions are hidden is not worth taking.

Advertising enquiries

Operators and agencies can reach us through the contact page. Requests to alter a score, remove a criticism or change a ranking are declined, and repeated requests will end the conversation.