Affiliate Code of Conduct


1 Best Practises

• When it's an ad, say it's an ad. Mark social media posts as #ad mark any advert or section of adverts as such.
• Don't edit or alter links or creative (adding or removing text can confuse customers and editing links may result in commissions not being tracked)
• Make note of offer Terms and Conditions. When we share offers, we highlight the most important terms and conditions. Wherever possible, try and make these visible along with the offer.
• If you are not sure which Terms and Conditions should be listed, get in contact with us on and we will provide the key terms and conditions that need to be listed.
• Make sure customers are opted-in. You have better chances of getting valuable customers if they are opted in, prepared to see offers and are in the market.
• Avoid third party data. Many individuals and companies may try and sell you email lists, mobile numbers or ad placements on other sites. Check that they are properly registered and query them on the IAB standards for advertising online
• All affiliates must comply with all relevant regulatory and legislative requirements including CAP’s guidance on ensuring advertisements are obviously identifiable as such. In order to promote consistency, all relevant affiliate ads should be clearly and prominently marked ‘#ad’.
• All relevant affiliates must share safer gambling related content on a monthly or quarterly basis with their customer base.
• Avoid any temptation to exploit the current situation for marketing purposes and be very cautious when seeking to cross-sell products.

1.1 Promoting BoyleSports

During the time you’re promoting us you shall:
• incorporate and continually display the most up-to-date Links provided to you by BoyleSports on your Site and you shall not alter the form, location or operation of the Links without BoyleSports prior written consent;
• maintain your Site in an appropriate manner and contact us if you are materially changing design or layout or adding material that you should know, acting reasonably, may influence our opinion as to whether or not you are a suitable affiliate;
• not place any Links on pages of your Site aimed at persons under the age of 18 years or otherwise target, whether directly or indirectly, such persons for gambling-related services
• During the time you are promoting us you shall share safer gambling related content on a quarterly basis.
• make it clear in any communication by you to potential customers that the communication is made without the knowledge or involvement of BoyleSports and that any complaint that the recipient may wish to make should be addressed to you and not BoyleSports;

• upon our request, immediately remove any marketing activity promoting BoyleSports on your Site or on other advertising channels within your control; and comply with all reasonable instructions of BoyleSports in relation to this Agreement.

During the time you’re promoting us you shall not:

• offer any special benefits or other incentives (including for example any payment) to any person for using the Links on your Site to access the BoyleSports sites.
• engage in transactions of any kind on the BoyleSports Sites on behalf of any third party;
• modify any of the Links other than in accordance with this Agreement;
• place the Links on websites other than your Site as specified in your application form without BoyleSports’ prior written consent;
• send any marketing communications relating to BoyleSports via SMS or email without the prior written consent of BoyleSports. place the Links on websites providing unauthorised access to copyrighted content (such as illegal streaming sites or file sharing sites);
• artificially increase (or attempt to so do) monies payable to you by BoyleSports;

1.2 Social Media

• Be careful when talking about offers and promotions, especially on Twitter where there are limited characters. Try and reference terms and conditions and stick to the copy of the offer/promotion.
• We have creative specifically made for Facebook and Twitter. Don't try and crop or adjust images yourself - if you need something for social media, or any other creative in a specific size, let us know.

1.3 Third Party Data

• Using email lists, mobile lists, cold calling or any other third-party data is prohibited. All data should be opted in and your site should have links to Privacy, Cookie and Data Protection information.

1.4 PPC

• If you hold a license to promote gambling in the UK and Ireland on AdWords or Bing (including Yahoo), you're prohibited from promoting BoyleSports as a brand or by using generic terms linked directly to our pages.
• Reach out to your affiliate manager for a full list of brand keywords.

1.5 Children and Young People

• You shall promote the BoyleSports Sites in a socially responsible manner, with particular regard to the need to protect children, young persons and other vulnerable persons from being harmed or exploited;
• Gambling is an adult product and shouldn’t be promoted to children. Occasionally there are creatives that can appeal to children and it’s up to you as an affiliate to age gate that creative if you choose to use it.
• Individuals who are or appear to be under 25 years old are explicitly prohibited from appearing in gambling marketing communications so you must be careful what you’re targeting.
• As per ASA guidance we request you to make better use of targeting tools to minimise children's exposure to dynamically served age-restricted ads in mixed-age audience sites, e.g., YouTube.

1.6 Your Content

• As an affiliate you can’t promote our products alongside anything to do with alcohol, sex, violence or any messaging that suggests gambling can improve quality life, is a viable method of generating income or in any benefits physical and mental health.
• Any creative assets, including homemade banners that are used to promote BoyleSports offers must be approved by your account manager before being published. Any homemade creative assets, promoting BoyleSports offers that has not been approved by an account manager may lead to the termination of your account and removal from the Affiliate program.
• If you think your website content might interfere with any of the above, please reach us on and ask for a confirmation.
• Gambling is an adult entertainment product so should be treated as such.

1.7 Legislation and Regulatory Bodies

BoyleSports is regulated and legislated by several Government bodies and laws, including but not limited to the following:

a) the UK Gambling Act 2005;
b) the Licence Conditions and Codes of Practice (LCCP) issued by the Gambling Commission;
c) the CAP/BCAP Code issued by the Advertising Standards Authority;
d) Betting and Gaming Council (BGC)
e) the IGRG Industry Code for Socially Responsible Advertising;

f) the Competition and Markets Authority
g) the PECR Regulations issued by the Information Commissioner’s office.
h) the Data Protection Act 2018
i) Proceeds of Crime Act 2002
j) Terrorism Act 2000
k) Criminal Justice (Money Laundering and Terrorist Financing) Acts 2010 to 2018
l) The Money Laundering, Terrorist Financing and Transfer of Funds (Information on the Payer) Regulations 2017
m) The Money Laundering and Terrorist Financing (Amendment) Regulations 2019
n) Gibraltar Gambling Authority

By promoting BoyleSports as an affiliate, you’re agreeing to follow our own guidelines and the guidelines set out by regulatory and legislative bodies, including the licensing objectives set out in the Gambling Act 2005:

a) preventing gambling from being a source of crime or disorder, being associated with crime or disorder or being used to support crime;
b) ensuring that gambling is conducted in a fair and open way;
c) protecting children and other vulnerable persons from being harmed or exploited by gambling.

BoyleSports expects you to ensure that at all times you comply with all laws in the jurisdiction that apply to your use of our service and you warrant to us that our services are not illegal in the jurisdictions where you operate.

1.8 Data Protection

The ICO’s PECR (Privacy and Electronic Communications Regulations) govern electronic marketing messages and contain specific rules on marketing calls, emails, texts and faxes.

Regulation 22 states that electronic marketing communications can only be sent to individuals who:
• have specifically consented to receiving such communications (opt-in);
• are an existing customer who bought (or negotiated to buy) a similar product or service in the past, and have been given a simple way to opt out both when their details were first collected and, in every message, subsequently sent to them

Electronic marketing communications must also provide a valid contact address to customers, so they can opt out or unsubscribe.

This rule applies to emails, texts, picture messages, video messages, voicemails, direct messages via social media or any similar message that is stored electronically.

Additional points of consideration:
• Marketing databases must have been acquired lawfully, with specific and obvious content given to market the receiver of the correspondence
• Self-excluded customers must be removed from all marketing databases immediately
• Customers who choose to opt-out of marketing must be removed from the database with immediate effect
• All marketing material must be clearly identifiable as such, and details of the marketer (the Affiliate) must be clearly presented in the advert

This guidance will likely change as part of the General Data Protection Regulation (GDPR) which will come into force in May 2018. Please refer to the link below for more information about the guidance.

1.9 COVID-19 Pandemic – Marketing

We would like to make it clear that current COVID-19 pandemic must not be used as part of any marketing strategy that relates to any of our sportsbook or casino products.

We expect you to act responsibly, be mindful of vulnerable people experiencing financial uncertainty, whilst others may be experiencing other effects of being isolated including feelings of anxiety, loneliness or boredom.

You must not exploit the current COVID-19 situation for marketing purposes and refrain from cross-selling our gaming or sportsbook products in any pandemic-related context.

Any affiliates found not adhering to this instruction will have their accounts suspended with immediate effect.

Rest assured that we continue our operations on business as usual and as always are happy to help with any queries you may have.

Ensure you are promoting BoyleSports in-line with the Gambling Commission Compliance Guidelines, see useful links section below.

2.0 Useful Links

The ASA has provided guidance for each element explained above. Please refer to the links below for further information:

• CAP Code Gambling Section:

• ASA Help Section on Gambling:

• ASA Online Targeting Tools:

• Gambling Advertising Guidance: 

• Betting and Gaming Council (BGC):

• ICO Direct Marketing Guidance:

• Direct marketing checklist:

• Gibraltar Gambling Authority:

• Gambling Commission:

• Covid-19 - A message from Neil McArthur to online gambling operators 

• BeGambleAware:

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