Gambling is regulated country by country, and often state by state or province by province. An offer that is perfectly legal to promote in one market can be a serious offence in another.
This guide gives affiliates a practical overview of iGaming affiliate compliance in six major markets, plus a universal checklist you can apply to every page you publish.
Important: This article is general information, not legal advice. Gambling laws and advertising codes change often. Always check the regulator's current guidance and take advice from a gambling lawyer before you launch in a new market.
18+ only (age limits vary by market). Gambling can be addictive. Please gamble responsibly.
Why compliance matters for your earnings
Compliance is often treated as a box to tick, but for affiliates it is directly tied to revenue. Operators in regulated markets audit their partners, and a single non-compliant page can lead to a terminated account, withheld commission or a clawback of payments already made. Because operators can be fined for what their affiliates publish, many now run automated monitoring tools that scan partner sites for missing disclosures, outdated bonus terms and content aimed at the wrong audience.
The upside is that compliant affiliates become more valuable partners. Operators prefer to give exclusive deals, higher rev share percentages and better CPA terms to affiliates they trust. A clean compliance record is one of the strongest arguments you can bring to a commission negotiation, and it protects the long-term value of the traffic you have built.
The big picture
| Market | Online casino | Online sports betting | Key point for affiliates |
|---|---|---|---|
| UK | Regulated (UKGC licence) | Regulated | Strict advertising codes, and operators are accountable for affiliates |
| US | Legal in a limited number of states | Legal in most states | State-by-state rules, and some states require affiliate registration or licensing |
| Canada | Regulated in Ontario, different elsewhere | Regulated, varying by province | Ontario has its own regulator and advertising standards |
| Europe | Varies by country | Varies by country | Each country has its own licence, bonus and advertising rules |
| Australia | Prohibited for Australian players | Licensed wagering allowed | Promoting prohibited services is an offence |
| New Zealand | Law in transition | Limited domestic operators | Check the current legal status before promoting anything |
United Kingdom
Regulators and codes: UK Gambling Commission (UKGC), advertising codes enforced by the ASA and CAP, and the GAMSTOP self-exclusion scheme.
What affiliates need to know
- Only promote operators with a UKGC licence to UK consumers
- Operators are responsible for their affiliates' marketing, so expect strict vetting and the risk of termination
- Ads must not appeal strongly to under-18s
- Bonus terms must be clear, prominent and not misleading
- Marketing must be clearly identifiable, so add a visible affiliate disclosure
- Include safer gambling messaging and signposting to support such as BeGambleAware
Deep dive: UK iGaming Affiliate Guide
United States
Regulators: There is no single national regulator. Each state that permits online gambling has its own gaming commission or control board.
What affiliates need to know
- Legality is state by state. Sportsbooks are legal online in many states, while online casino is legal in only a handful.
- Age limits: Typically 21+, but this varies by state and product.
- Affiliate licensing or registration: Some states require affiliates, or the operators who work with them, to register or hold a licence or vendor registration. Check each state's rules before you promote to its residents.
- Geo-targeting: Only promote to residents of states where the operator is licensed. Use geo-specific pages and offers.
- Disclosure: The FTC expects clear disclosure of paid relationships. See the FTC guidance on endorsements and reviews.
- Responsible gambling: Include the national helpline and state-specific resources. The National Council on Problem Gambling is a good starting point.
- Industry codes: Operators often follow the American Gaming Association's responsible marketing code. Many expect their affiliates to follow it too.
Canada
Regulators: Ontario is regulated by the AGCO and iGaming Ontario. Other provinces have their own arrangements, and Quebec is run through a provincial operator.
What affiliates need to know
- Ontario: Only promote operators registered and operating in Ontario's regulated market, and follow the AGCO's advertising and marketing standards. These include restrictions on content that could appeal to minors and limits on certain endorsements.
- Age limit: 19+ in Ontario, and it varies by province.
- Rest of Canada: The rules differ by province. Check which operators may legally accept players in each province before targeting it.
- Language: Quebec content generally needs French, and provincial rules may apply.
- Responsible gambling: Link to provincial support services, such as ConnexOntario for Ontario.
Europe
Europe is not one market. Each country sets its own licensing, bonus rules and advertising limits, and holding a licence in one country (for example, Malta) does not give an operator the right to target another.
| Country | Regulator | Things to check |
|---|---|---|
| Germany | GGL | Licensed operators only, with deposit limits and restrictions on certain products and advertising |
| Netherlands | Kansspelautoriteit (KSA) | Licensed operators only, with strict advertising limits and a focus on protecting vulnerable players |
| Sweden | Spelinspektionen | Licensed operators only, with rules on bonuses and marketing moderation |
| Spain | DGOJ | Strong restrictions on advertising and promotions, including welcome bonuses |
| Italy | ADM | Very restrictive rules on gambling advertising |
Also relevant across the EU and UK: data and privacy law. If you use tracking, cookies, email lists or retargeting, GDPR and ePrivacy rules apply. See the European Commission's data protection pages.
Rule of thumb: Build separate pages for each country, and promote only operators licensed in that country.
Australia
Regulators: The ACMA (Australian Communications and Media Authority) enforces the Interactive Gambling Act, and states and territories regulate wagering.
What affiliates need to know
- Online casino and slots: Interactive gambling services such as online casino and slots are prohibited for Australian players. Do not build casino or slots content aimed at Australians, and do not promote offshore casinos to Australian audiences. Promoting prohibited services can lead to enforcement action.
- Sports and racing betting: Licensed Australian wagering operators are allowed. Promote only licensed bookmakers.
- Advertising limits: Wagering advertising is restricted in several ways, including around live sport broadcasts. Check the current rules, as they have been tightening.
- Self-exclusion and support: Link to BetStop, the National Self-Exclusion Register, and to Gambling Help Online.
New Zealand
Regulator: The Department of Internal Affairs (DIA).
What affiliates need to know
- New Zealand's online gambling laws have been in transition, with moves toward a licensing regime for online casino. The rules may have changed since this article was written.
- Historically, overseas-based online casino operators have not been permitted to advertise in New Zealand, and domestic online offerings have been limited.
- Until the licensing position is confirmed, do not promote offshore online casinos to New Zealand audiences. Check the DIA's current guidance before publishing any NZ gambling content.
- Link to the Gambling Helpline on any gambling-related content.
Universal compliance checklist
Run every page through this checklist before you publish.
Legal and licensing
- ☐ The operator is licensed in the market and, where relevant, the state or province I'm targeting
- ☐ The product is legal in that market (for example, no casino content for Australia)
- ☐ Any affiliate registration or licence required locally is in place
- ☐ The page is geo-targeted to the right audience
Advertising content
- ☐ The page is clearly identifiable as marketing, with an affiliate disclosure near the top
- ☐ No content likely to appeal strongly to under-18s
- ☐ Bonus terms are accurate, prominent, current and match the operator's wording
- ☐ No claims of guaranteed wins, "risk-free" betting or easy money
- ☐ No suggestion that gambling solves financial or personal problems
Responsible gambling
- ☐ Age warning (18+, 19+ or 21+ as appropriate) visible
- ☐ Links to local support services and self-exclusion tools
- ☐ A clear reminder to gamble within your means
Data and privacy
- ☐ Cookie and consent notices where required
- ☐ Email marketing follows local consent rules
Process
- ☐ A named reviewer signed off the page
- ☐ The publish date and next review date are recorded
- ☐ Creatives and bonus wording came from the operator or affiliate manager
How to build a compliant geo page
The safest way to scale across markets is to treat each geo as its own product. A practical structure looks like this:
- Start with the operator list. Before writing anything, confirm which operators hold a licence for that country, state or province. Ask your affiliate manager for the approved list rather than relying on an operator's marketing site.
- Set the audience. Use geo-targeting, separate URLs and the correct language so the page is clearly aimed at one market. Avoid showing offers from one market to visitors from another.
- Place disclosure and age messaging at the top. A short line such as "We may earn a commission when you sign up through our links. 18+ only." near the first offer is clearer than a note buried in the footer.
- Copy bonus terms from the source. Use the exact wording and significant terms supplied by the operator, and include the date you last checked them.
- Add local support links. Each market has its own helplines and self-exclusion tools. Link to the right ones for that audience.
- Record the review. Note who approved the page, when, and when it is next due for review.
This template approach makes audits much faster. When a regulator changes a rule, you know exactly which pages are affected and can update them in one pass.
Working with your network on compliance
Your affiliate network sits between you and the operator, so it should be an active part of your compliance process. Useful questions to ask your affiliate manager include:
- Which operators in my target geos are currently licensed and accepting traffic?
- Are there approved creatives, banners and bonus wording I should use?
- Which traffic sources does the operator restrict, such as social media, email, push notifications or paid search?
- How will I be told about changes to terms, bonuses or market availability?
- What happens if the operator flags one of my pages?
Clear answers to these questions reduce the risk of surprises and help you plan content around offers that will stay live.
Keeping records
Good record-keeping is one of the simplest compliance habits and one of the most useful if an operator or regulator ever asks questions. Keep a simple log for each page with the operator, the market, the bonus wording used, the date it was checked and the person who approved it. Save copies or screenshots of the operator's terms at the time you published. Keep emails from your affiliate manager that confirm approvals or changes. If a dispute arises, this history shows that you acted in good faith and followed the guidance you were given.
Common compliance mistakes
- Using one page for every country. Rules, operators and offers differ, so build separate geo pages.
- Leaving old bonuses live. Expired or changed offers can be misleading and can breach advertising rules.
- Promoting by default to Australia or New Zealand. Casino content for these markets can create serious legal risk.
- Treating the footer as enough. Put disclosure and safer gambling messaging in the page template, near the content.
- Never auditing old content. Schedule a review at least quarterly.
- Using unapproved traffic sources. Some operators prohibit certain channels, such as social media ads or email, so confirm them before you start.
- Copying competitors' bonus claims. Another site's wording may be outdated or wrong. Always use the operator's current terms.
- Ignoring the language of the market. Content in the wrong language, or translated without checking local rules, can reach the wrong audience.
FAQ
Do gambling affiliates need a licence?
It depends on the country and, in the US, the state. In the UK, affiliates generally don't need their own gambling licence, but operators are accountable for their marketing. Some US states require affiliate registration or licensing. Check each market's current rules and take legal advice.
Is it legal to promote online casinos in Australia?
Online casino and slots are prohibited for Australian players under the Interactive Gambling Act, and promoting prohibited services is risky. Licensed sports and racing wagering is treated differently.
Can I promote offshore casinos to New Zealanders?
New Zealand's law is in transition and has historically restricted overseas operators from advertising there. Check the DIA's current guidance before you publish anything, and don't promote unlicensed or unapproved operators.
Do I need to disclose that I earn commission?
Yes. Most jurisdictions expect clear disclosure that content is marketing or that you're paid for referrals. In the UK, advertising codes require marketing to be identifiable. In the US, the FTC expects clear disclosure of material connections.
How often should I review my compliance?
Review at least quarterly, and whenever a regulator updates its rules or an operator changes its terms. Ask your affiliate manager to flag updates relevant to your geos.
Who is responsible if my content breaches the rules?
Potentially both you and the operator. In regulated markets, operators can face penalties for their affiliates' marketing, so non-compliant affiliates risk termination, withheld commissions and regulatory attention.
Compliance support from your network
A good network helps you stay compliant. Traffiquo works with licensed operators across the UK, US, Canada, Europe, Australia and New Zealand, and our affiliate managers can point you to approved wording and creatives for each geo.
Not sure what's allowed in your target market? Talk to an affiliate manager →
Also read: How to Choose an iGaming Affiliate Network and Rev Share vs CPA vs Hybrid.
18+ (age limits vary by market). T&Cs apply. Gambling can be addictive. For support, visit BeGambleAware or GamCare. Last reviewed: October 2026. This article is general information and not legal advice.