QMRA For Affiliates with a focus on Canada

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

1.     Channelling objectives

• The affiliate shall only promote operators that are authorised to offer online gambling in the relevant province. In a province with a regulated competitive market, this means an operator that is registered with the provincial regulator and is live in that province.
• The affiliate shall make clear in which province or provinces each promoted operator may be played.
• Unauthorised operators may only be mentioned in objective content, without bonuses, calls to action, ratings, links or any suggestion that playing with them is desirable.
• The affiliate shall not facilitate access to unauthorised operators, for example by explaining how to circumvent geolocation.

2.     Responsible advertising

• The affiliate shall not target minors, directly or indirectly, and shall use age targeting on social media and in paid advertising where possible.
• The affiliate shall display the minimum gambling age of the relevant province on every webpage and social media post, together with a responsible gambling message.
• The affiliate shall not use athletes, except to promote responsible gambling, or public figures likely to appeal to minors.
• The affiliate shall not target self-excluded or high-risk persons or discourage self-exclusion.
• Direct marketing is only sent with prior consent and always offers an easy opt-out.

3.     Careful and balanced design

• The affiliate shall be clear and accurate about the nature, risks and odds of a gambling offer and shall not mislead.
• The affiliate shall not suggest that the outcome of a game of chance can be influenced, except in games involving skill such as poker and blackjack.
• The affiliate shall not use aggressive or coercive tactics, such as countdowns or high-pressure sales language.
• The affiliate shall not describe gambling as free or risk free and will not downplay any fees or charges associated with gambling.
• The affiliate shall not encourage excessive or irresponsible gambling or present gambling as a lifestyle or a solution to financial or personal problems.
• The affiliate shall not give the impression that games can be played on its own website.

4.     Contributing to responsible gaming

• The affiliate shall provide a responsible gambling page, accessible from every webpage, with information for each relevant province on:
  • How games work and common misconceptions;
  • Lower risk gambling and responsible gambling tools;
  • Gambling harms;
  • Financial and time-based gaming limits and self-exclusionprograms;
  • Support services, including the provincial problem gambling helpline, self-assessment and play management tools.
• Responsible gambling content shall not contain calls to action.