Official regulatory body • Gambling Commission subsidiary
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Content oversight since 2024
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Legal compliance framework

Compliance guidance for gambling content publishers

Ensure your URL addresses meet UK regulatory standards under the Gambling Act 2005, LCCP, and CAP Code requirements.

Request verification Self-assessment tool
Quick compliance checklist:
1
UK Licence Verification
All operators hold valid Gambling Commission licences
2
Age Verification
Prominent 18+ warnings per LCCP 5.1.2
3
Support Services
Links to GamCare, BeGambleAware per CAP 16.3.12
4
Affiliate Disclosure
Clear commercial relationship statements
Implementation specifications

Technical compliance requirements

Precise technical specifications for implementing regulatory requirements on your content

Age Verification Warnings

Legal basis: LCCP 5.1.2, CAP Code 16.1, 16.3.1
MANDATORY

Required elements:

  • 18+ warning above the fold on all pages with gambling content
  • Minimum font size: 14px (desktop), 12px (mobile)
  • High contrast ratio (WCAG AA compliant - 4.5:1 minimum)
  • Cannot be dismissed or hidden by user interaction
  • Positioned before any gambling offers or promotions

Acceptable formulations:

✓ COMPLIANT
"18+ only. BeGambleAware.org"
✓ COMPLIANT
"Gambling is restricted to those 18 years or over"
✗ NON-COMPLIANT
"18+" (insufficient)
Code example:
<div style="background: #1e293b; color: white; padding: 12px; text-align: center; font-size: 14px; font-weight: 600;">
  18+ only | BeGambleAware.org
</div>

Operator Licence Verification

Legal basis: Gambling Act 2005 Section 33, LCCP 2.1.1
MANDATORY

Verification requirements:

  • All promoted operators MUST hold valid UK Gambling Commission licence
  • Verify licence status via public register before publication
  • Display licence number where prominently featuring operator
  • Remove any operators whose licences are suspended or revoked
  • Quarterly review of all listed operators recommended
Verification resources:
Gambling Commission Public Register
Search licence database
API Access (for automation)
Contact Gambling Commission for bulk verification API credentials

Responsible Gambling Information

Legal basis: CAP Code 16.3.12, LCCP 3.4.3
MANDATORY

Required support service links:

BeGambleAware
National gambling support charity
www.begambleaware.org
GamCare
24/7 helpline and support services
www.gamcare.org.uk
GAMSTOP
National self-exclusion scheme
www.gamstop.co.uk
Gordon Moody
Residential treatment programmes
www.gordonmoody.org.uk
Placement requirement: Support service links must be prominently visible on every page containing gambling content. Recommended placement: footer, sidebar, or dedicated "Responsible Gambling" section accessible from main navigation.

Affiliate Relationship Disclosure

Legal basis: Consumer Protection Regulations 2008, FCA Consumer Duty
MANDATORY

Disclosure requirements:

  • Clear statement of commercial relationship with operators
  • Disclosure must appear before or alongside recommendations
  • Plain language - avoid legal jargon or vague terms
  • Cannot be hidden behind "Read more" or similar mechanisms
  • Must be visible on mobile devices without scrolling past content
✓ COMPLIANT EXAMPLE
"We may receive commission when you sign up to operators featured on this site. This does not affect our editorial independence. Read our full disclosure policy."
✗ NON-COMPLIANT EXAMPLE
"Affiliate links present" (too vague)

Bonus Offer Accuracy

Legal basis: CAP Code 16.1, 16.3.9, Consumer Protection Regulations 2008
CRITICAL

Prohibited practices:

Misleading headlines
Promoting "£1000 bonus" when wagering requirements make it practically unattainable
Buried terms
Hiding material restrictions in footnotes or separate pages
Expired promotions
Continuing to display bonuses that are no longer available
Omitting restrictions
Not mentioning game exclusions, maximum bet limits, or time restrictions
Material information that MUST be disclosed:
• Wagering requirements (e.g., "35x wagering")
• Minimum deposit requirements
• Game restrictions or exclusions
• Time limits for claiming/using bonus
• Maximum bet restrictions while using bonus
• Territorial or age restrictions
URL assessment procedure

How the verification process works

Transparent, evidence-based methodology validated through pilot testing on 500 URLs

1

Submission

Submit URL via form below or email with supporting documentation

Duration: Instant confirmation
2

Automated Screening

47 compliance indicators checked via automated systems

Duration: 24-48 hours
3

Expert Assessment

Trained analysts conduct 45-90 minute manual review with dual verification

Duration: 7-10 working days
4

Classification

URL added to appropriate public register with detailed report

Duration: 2-3 working days

Possible outcomes

Verified
Full compliance with all requirements. Listed in Register of Verified URLs.
Minor Issues
Non-critical issues identified. 14-day remediation period provided.
Under Investigation
Potential serious issues require extended review by advisory board.
Non-Compliant
Serious breaches identified. Listed in Register of Violations.

Assessment criteria (47 indicators)

Operator licensing verification 12 checks
Age verification compliance 8 checks
Responsible gambling information 9 checks
Affiliate disclosure requirements 6 checks
Bonus advertising accuracy 12 checks

Timelines and fees

Standard assessment
10-14 working days total duration
Free
Priority assessment
5-7 working days expedited review
£495 + VAT
Re-assessment (after remediation)
5-7 working days focused review
£245 + VAT
Enforcement and penalties

Legal consequences of non-compliance

Understanding the regulatory and commercial impact of violations

Regulatory actions

Gambling Commission referral
Non-compliant URLs reported to Gambling Commission for investigation under Gambling Act 2005 Section 327-330
ASA complaint
Advertising Standards Authority may initiate enforcement proceedings for CAP Code breaches
Legal proceedings
Serious or persistent violations may result in civil or criminal prosecution

Commercial impact

Affiliate programme termination
Licensed operators required to cease partnerships with non-compliant affiliates under LCCP 2.1.1
Search engine penalties
Major search engines may demote or de-index URLs flagged by regulatory bodies
Reputational damage
Public listing in Register of Violations permanently impacts brand credibility and trust
Appeals and remediation process

You have 28 days from notification to submit evidence of remediation or lodge an appeal. Appeals are reviewed by our Independent Advisory Board comprising former Gambling Commission executives and public health experts.

Successful remediation results in re-assessment and potential removal from Register of Violations. Full guidelines available in our Appeals Procedure document.

163
URLs currently in Register of Violations
£2.8M
Average affiliate revenue lost per year (non-compliant sites)
14 days
Typical appeal review duration
Compliance self-assessment framework

Pre-submission compliance checklist

Evaluate your content against our 47 compliance indicators before requesting verification

How to use this checklist: Review each section thoroughly. All "Critical" items must be answered "Yes" for compliance. "Important" items should be addressed. This is for guidance only and does not replace formal assessment.

Operator Licensing (12 indicators)

Age Verification (8 indicators)

Responsible Gambling Information (9 indicators)

Affiliate Disclosure (6 indicators)

Bonus Advertising Accuracy (12 indicators)

Ready to proceed? If you've checked all "Critical" items, you're likely ready for formal verification. Submit your request below or contact our team for a pre-assessment consultation.
Submit for assessment

Request URL verification

Submit your URL for comprehensive compliance assessment by our expert team

Include full URL including https://
Alternative submission methods:
[email protected] 0808 802 0133

General enquiries

Questions about compliance, methodology, or our services? Get in touch.

Frequently asked questions

Common questions from webmasters

What are the legal consequences of non-compliance?
Non-compliance can result in: (1) inclusion in our Register of Violations with permanent public record, (2) referral to the Gambling Commission for enforcement action under Gambling Act 2005, (3) termination of affiliate partnerships with licensed operators who must comply with LCCP 2.1.1, (4) potential ASA complaint and advertising ban, and (5) search engine penalties affecting visibility.
How long does the verification process take?
Standard assessment: 10-14 working days total (24-48 hours automated screening + 7-10 days expert review + 2-3 days classification). Priority assessment: 5-7 working days expedited timeline available for £495 + VAT. Re-assessment after remediation: 5-7 working days.
Can I appeal if my URL is flagged as non-compliant?
Yes. You have 28 days from notification to: (1) submit evidence of remediation with request for re-assessment (£245 + VAT), or (2) lodge a formal appeal. Appeals are reviewed by our Independent Advisory Board comprising former Gambling Commission executives and public health experts. Appeal reviews typically complete within 14 working days. Full appeals procedure available on request.
Do I need to submit every page on my website?
No. Submit your primary domain (e.g., www.example.com) and we assess your entire site's compliance framework. However, if specific pages have materially different compliance implementations, you may submit individual URLs. Our automated monitoring tracks 15,000+ keyword combinations, so non-submitted URLs may still be identified and assessed.
What happens if I make changes after verification?
Verified URLs remain in our monitoring system. Significant changes (e.g., adding unlicensed operators, removing age warnings, changing affiliate disclosure) may trigger re-assessment. We recommend notifying us of major compliance-related changes. Verified status is reviewed annually, with verified sites subject to spot-checks throughout the year.
How do you verify operator licences?
We cross-reference all promoted operators against the Gambling Commission's public register (gamblingcommission.gov.uk/public-register). Each operator's licence status, conditions, and any enforcement history is verified. We also check for suspended or revoked licences. For automated verification at scale, approved publishers can request API access to the licence database.
Is verification mandatory?
Voluntary submission is not mandatory, but compliance with underlying laws (Gambling Act 2005, LCCP, CAP Code) is legally required. Our monitoring identifies non-compliant URLs whether submitted or not. Proactive verification demonstrates commitment to compliance and may be valued by affiliate partners. From March 2026, verification requirements may change under NHS England commissioning.
What support do you provide during remediation?
For URLs with "minor issues" classification, we provide detailed remediation guidance including specific regulatory references, code examples, and implementation timelines. A dedicated compliance advisor is available via email for questions during the 14-day remediation period. Remediation consultancy packages available for complex issues. Free resources including webinars and compliance templates accessible to all.
How does this differ from Gambling Commission oversight?
We are a subsidiary of GambleAware operating under Gambling Commission oversight, but we are not the Commission itself. We provide independent content monitoring and publish public registers. The Gambling Commission has direct enforcement powers over licensed operators. We refer serious violations to the Commission but do not issue licences or impose fines. Our role is transparency and harm prevention through content oversight.

Still have questions?

Our compliance team is available to provide detailed guidance on your specific situation

Call 0808 802 0133 Email us