The practices for a responsible MI online casino affiliate 

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

1. Channelling objectives 

• The affiliate shall only advertise for licensed operators on its channels.  
• If the affiliate provides coverage on illegal operators, it shall remain only objective and factual. The messages shall be devoid of any elements or statements that are advertising in nature or may give the impression it be a ‘’good idea’’ to partake in the unlicensed offer of these operators. 
• The affiliate shall not provide any other services to aid or otherwise enable an unlicensed offer. 

 2. Responsible advertising 

• The affiliate ensures careful and balanced design of advertising and/or marketing expressions. 
• The affiliate shall not target people under the age of 18 in their marketing activities by design or intent.  
• The affiliate shall inform the visitor of the legal age of the offer in their marketing activities. The information shall be offered in a clearly visible and logical manner to the visitor. 
• The affiliate shall not target excluded persons with their marketing activities by design or intent.  

3. Preventing deception 

• The affiliate shall ensure transparency and clarity on the promoted offer and ancillary activities outside of advertising games of chance. To this end, the design and content of the messaging shall not omit important information or otherwise create an unrealistic/incorrect impression of a gambling offer. 
• The affiliate shall provide clear information regarding the nature, workings and benefits of the gambling offer. This shall be done by design and intent, avoiding making misleading statements, omissions or using elements that may be construed to mean or imply something other than a truthful representation of the gambling offer. 
• The affiliate shall ensure that all statements, direct and indirect, regarding the legal rights, obligations and remedies regarding transactions are true and clear for the visitor. 
• The affiliate shall clearly state that terms and conditions apply to the offer by making a reference to these in their marketing materials. 
• The affiliate shall not imply that any aspect of the gambling offer is free, if this is not the case. 
• The affiliate shall not imply, claim or state that they have a sponsorship, approval, status, affiliation or connections to a party, if this is not the case. 

4. Contributing to responsible gaming 

• The affiliate shall provide a clear and visible reference to the responsible gaming website of the MGCB on their website. The reference shall be visible on every webpage of the affiliate, for example by placing a hyperlink in the footer of every webpage. 
• The affiliate shall place a clear and visible reference to the gambling helpline of the Michigan Department of Health and Human Services Gambling Disorder. The reference shall be visible on every webpage of the affiliate, for example by placing a hyperlink in the footer of every webpage.