The practices for a responsible online casino affiliate in Australia

The practices described below are specifically aimed at online casino affiliates who focus on entering into partnerships within Australia licensed gambling providers. The online casino affiliate is required to comply with all the points below.

1. Channelling objectives

• The affiliate is only allowed to advocate for online gambling operators licensed by the relevant territory, overseen by the Australian Communications and Media Authority (ACMA) and shown in the register of licensed interactive gambling providers as shown on the ACMA website. Advertising unlicenced operators is prohibited.
• Content advertising licensed gambling operators must objectively describe and/or illustrate the licensed gambling operator and its offering.
• The affiliate shall not advertise unlicensed gambling providers or services. Any mention of unlicensed gambling providers must be purely factual and contain no advertising for their product or services.

2. Responsible Advertising Practices

• The affiliate must ensure that minors, below 18 years of age, are not targeted by advertising. The inclusion of a clearly visible 18+ character is mandatory. Minors should also not be shown in any form of advertising for online gambling.
• The affiliate is prohibited from the use of advertising in which persons between the age of 18 and 24 are depicted playing any form of online gambling.
• The affiliate shall not show advertising for unlicensed gambling providers including bonusses, particular offers or give a positive indication of the services that are provided, such as scoring these providers, granting them a form of legitimacy.

3. Balanced and Responsible Content Design

• Advertising for online gambling shall not depict the use of alcohol and the act of gambling together, understanding to not portray, condone or encourage the use of alcohol and gambling in a homogenous manner.
• Advertising for online gambling activities may depict forms of winning, however the affiliate may not imply a promise of winning, nor depict winning as an (almost) certainty.
• The affiliate must not portray, condone or encourage participation in gambling activities as a means of relieving a person’s financial or personal difficulties. Understanding to not depict gambling as a form of alternate income, sole form of income or a solution to other personal, mental or physical problems, including relationship problems or depression or depicting gambling as a means to be portrayed as more attractive or enhance sexual success.
• The affiliate shall not portray people that are gambling in their advertising as being famous, more successful, more special or having a certain VIP status.
• Advertising must not portray, condone or encourage excessive gambling participation, meaning to not show participants that gamble beyond their means, depicting gambling as a priority in life or suggesting that more playtime results in more skills.
• Affiliate shall not portray, condone or encourage criticism or ridicule for not engaging in gambling activities or disparage abstention from gambling.

4. Supporting Responsible Gambling Initiatives

• The affiliate is required to provide comprehensive and easy-to-find information about responsible gambling on its website. This content should include links to resources for self-exclusion and support services available in Australia, such as those offered by gambling addiction help organizations.
• The affiliate must provide users with links to gambling addiction resources, including an explanation and a link to BetStop, the national self-exclusion register.
• No advertising or promotional material should be present on pages dedicated to responsible gambling information.