BVGroup Affiliates

Advertising, Promotion and Compliance Guidelines - UK

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Who Regulates BVGroup Brands in the UK?

BVGroup holds a remote operator licence from The Gambling Commission.
Advertising and promotional activities undertaken by BVGroup, or you, on behalf of BVGroup, are regulated by:

  • Licence Conditions and Codes of Practice (LCCP)
  • UK Code of Non-Broadcast Advertising & Direct & Promotional Marketing (CAP Code)
  • General Data Protection Regulations (GDPR)
  • Advertising Standards Authority (ASA)
  • Committee of Advertising Practice (CAP)
  • Competition and Markets Authority (CMA)

The Gambling Commission ensure compliance with the above licence and regulatory obligations, all affiliate advertising of BVGroup brands must be as set out in this document.

What are our Licence Objectives?

BVGroup Brands must:

  • Keep gambling crime free
  • Protect children, young persons and other vulnerable people
  • Ensure gambling is conducted in a fair and open way

What is the BVGroup Affiliate Team doing to ensure compliance?

  • Communicating relevant changes to affiliates when required.
  • Appointing a dedicated Affiliate Security Officer.
  • Working closely with the BVGroup Legal, Compliance, and Risk Team.
  • Updating our Affiliate Terms and Conditions.
  • Reviewing all affiliate websites and social media pages promoting BVGroup’s brand on a constant basis.
  • Providing compliant creative for affiliates to use on their sites, available within the Affiliate Program.

Affiliate Content on which mediums are impacted by the CAP and ASA?

Including (but not limited to):

  • Websites
  • Social Media
  • Banners
  • In-game ads
  • Hyperlinks
  • Promotional Codes
  • E-promotions
  • Paid ads for Facebook
  • Websites made to look like editorial content
  • Blog Posts

What else does the ASA require?

Affiliates must:

  • Restrict adverts that create a sense of urgency
    (i.e., do not use “Bet Now” offers during live events, or “Go go go” style urgent messaging)
  • Be based on themes or language that primarily appeals to minors
  • Appear adjacent to youth-oriented locations (e.g. schools)
  • Use figures likely to appeal to minors (including cartoon characters, celebrities, influencers)
  • Use individuals who are minors or appear under 25 to promote gaming
  • Appear in media primarily directed at minors
  • Do not trivialise gambling (i.e. do not minimise the inherent risks of gambling)
  • Prevent approaches that give an irresponsible perception of the risk or control
    (i.e. do not use “Risk Free Deposit Bonus” wording)
  • Not portray or refer to problem gambling behaviour and associated behaviours
    (i.e. chasing losses by placing more bets)
  • Prevent undue emphasis on money-motives for gambling
  • LCCP also require that steps should be taken to ensure that free-to-play games cannot be accessed by children and young people via affiliates websites
  • Ensure all social media pages are Age Gated for 18+

What terms should all adverts include to be ASA and CAP compliant?

Whether created by BVGroup or the Affiliate, all adverts must:

  • Display full terms and conditions on landing pages
  • Include a disclaimer on the offer banner/promotion detailing significant terms
  • Ensure full terms and conditions are no more than one click away from the banner/promotion
  • Include a prominent, clear direct link to the full terms and conditions in all sponsored search results and smaller banners
  • Include a short link in the social media offer
    (I.e. a hyperlink from the text terms and conditions)
  • Include all significant terms around wagering requirements, depositing, withdrawals limits, offer start and end date on all adverts
  • Include: “GambleAware.org”, “18+” and that “T&C apply”
  • Specify whether “New Customers” or “Existing Customers”
  • Specify other restrictions (e.g. Payment card deposits only)

Sample advert wording

For a Bet £5 Get £20 Promotion:

New Customers Only; Bet £5 at odds of 2.00+ and get 2 x £10 in Sports Free Bets. Bonuses expire in 7 days, Payment Card deposits only; Geographic Restrictions apply, click link for T&Cs. 18+ | GambleAware.org

These significant terms must be hyperlinked to the offers landing page.

What are BVGroup brand requirements?

All BVGroup branding on the affiliate site must include:

Correct BVGroup branding (as set out in our affiliate platform); We have a range of fully compliant banners available in your affiliate account in the following location should you wish to use our own GIF/JPEGs

Marketing Tools/Creative Search/BVGroup (product)

If you are unsure on anything then please email: [email protected] where we will review any creative/posts/imagery

BVGroup Creatives Examples

The logos displayed within the affiliate platform are the only logos on-brand and approved by BVGroup.

Please ensure all Social Media posts include the terms as laid out in the previous example.

Neglect to maintain correct and on-brand BVGroup creative can result in account closure and commission being withheld!

What happens if BVGroup receives a complaint about an affiliate advert?

In accordance with Clause 6 of the Affiliate Terms and Conditions, BVGroup will disclose the affiliates contact details to the complainant directly.

Should BVGroup receive a regulatory fine, the Affiliate will be required to reimburse BVGroup in full for the amount of the fine.

We remind you of the obligations relating to promotions set out in Clause 6 and Clause 7 of the Affiliate Terms and Conditions and ask you to contact us where you require any clarification or have a concern.

What happens if the Affiliate Fails to Comply with the Regulations and/or the Affiliate Terms and Conditions?

BVGroup may:

  • Close the Affiliates account
  • Withhold further commission
  • Require reimbursement of any fine imposed on BVGroup as a result of the Affiliate’s actions
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