The practices for a responsible USA online casino affiliate 

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

1. Channelling objectives 

• The affiliate shall only promote licensed gambling operators legally authorized to operate within the relevant U.S. jurisdiction(s).
• If the affiliate mentions or describes unlicensed or offshore operators, the content must remain strictly factual and objective. No language, images, or design elements should suggest that participation in unlicensed gambling is beneficial, safe, or desirable.
• The affiliate shall not provide any services, tools, or content that facilitate or promote access to unlicensed gambling operators.

 2. Responsible advertising 

• The affiliate shall ensure that all advertising and marketing materials are designed with fairness, accuracy, and balance in mind.
• The affiliate shall not intentionally or inadvertently target individuals under the age of 21 in its marketing. Where individual state laws require a different legal age, this should be respected accordingly.  
• The affiliate shall clearly display the legal minimum age for gambling relevant to the jurisdiction being promoted. This information must be prominent and easy to locate.
• The affiliate shall take reasonable measures to avoid targeting self-excluded individuals or those enrolled in voluntary or state-mandated exclusion programs.

3. Preventing deception 

• The affiliate shall ensure clarity and transparency in describing gambling offers. Information must be accurate and must not omit key facts or create a misleading impression of the product or service.
• The affiliate shall clearly explain the nature, mechanics, and potential benefits and risks of the gambling offers being promoted. All claims must be truthful and supported by evidence.
• Statements regarding legal rights, transaction terms, and user responsibilities must be clearly and truthfully presented.
• Terms and conditions applicable to offers must be clearly disclosed, including a direct link or visible reference in all promotional content.
• The affiliate shall not suggest that gambling offers are free if they require payment, deposit, or other qualifying criteria.
• The affiliate shall not claim or imply any endorsement, sponsorship, partnership, or affiliation with any operator, regulator, or government body unless such a relationship genuinely exists and is verifiable.

4. Contributing to responsible gaming 

• The affiliate shall provide visible and accessible links to responsible gambling resources applicable to the United States or the specific state(s) in which the operator is licensed. These should be present on every page of the website, such as in the footer.
• The affiliate shall display visible links to gambling helplines or support services, including national services like the National Council on Problem Gambling (NCPG) or state-specific organizations, to support users affected by problem gambling.