Marketing Age-Gating Guidelines

Appeal to Children

1. Games are categorised and restricted in line with the Appeal to Minors Policy.
2. Marketing material must not feature any under-18s in any circumstances.
3. Marketing material must not feature anyone who is, or appears to be, under the age of 25, except when shown in the context of a location where the customer can place a wager (e.g.. in a banner on the Betway website).
4. The content of marketing material: a) must not use themes or content associated with strong appeal to under 18s; such as nursery rhymes, children’s characters or stories, topflight footballers/managers; b) must avoid the use of colourful and exaggerated animated characters; c) must avoid styles or approaches likely to have particular appeal for under-18s.

Targeted Marketing Guidelines

5. Prior to engaging in affiliate marketing on Super Partners’ behalf in the UK, an audience data screenshot from a reputable data provider will be required in order to verify that your audience has been appropriately age-gated.
6. It is Super Partners’ policy to ensure that advertisements are never targeted towards people under the age of 18 through the selection of media, style of presentation, content or context in which they appear. The ASA’s guidelines state that marketing communications targeted at adults may be seen by under-18s, therefore Super Partners will take the following steps to ensure that young people are protected. Super Partners will ensure that marketing is only placed in media that is primarily for consumption by adults.
7. Super Partners will not market in media where children or young people make up a significant proportion – more than 25% – of the audience.
8. Direct marketing lists may only be used if the audience is verified as being 18+ and written agreement is met between Super Partners and the affiliate.
9. All marketing must include the Age marker – 18+.
10. Social responsibility message – gambleaware.org and “Bet The Responsible Way” – these must be carried alongside all references to Super Partners and its brands.

Responsible Marketing Policy

Social Responsibility

11. Marketing communications must not use derogatory or demeaning themes, images, symbols or portrayals likely to cause widespread harm or offence. If a marketing communication is to be used in more than one country, the cultural and religious sensitivities of all the countries involved should be respected.
12. Marketing communications must respect human dignity and should not incite or condone any form of discrimination, including that based upon race, national origin, religion, gender, age, disability or sexual orientation.
13. Marketing communications must not appear to condone or incite violent, unlawful or antisocial behaviour. Super Partners will not advertise with or be associated with any advertising linked to any illegal websites, including illegal movie/download websites.
14. Marketing communications must not contain claims or representations that suggest individuals can attain social or professional success or status as a result of betting/gaming.
15. Marketing communications must not be associated with violent, aggressive, hazardous, illegal or antisocial behaviour. They should not be associated with illegal activity of any kind.
16. Marketing communications must not depict betting/gaming in a manner associated with the attainment of adulthood or the ‘rite of passage’ to adulthood.
17. Super Partners will not advertise with or be associated with advertising linked to any pornographic sites. Sexualised or otherwise indecent images, together with objectifying images must not be used.

Responsible Gambling

18. Marketing must not portray excessive or irresponsible participation by individuals of legal age. ‘Excessive and irresponsible’ refers to the amount staked and to the way in which it is done.
19. Super Partners will take all necessary actions to ensure suspended/frozen, closed, excluded and self-excluded account holders will not receive marketing communications. Marketing communications of betting/gaming must not be addressed to known at-risk groups.
20. As well as highlighting “www.gambleaware.org” and “Bet The Responsible Way” alongside all marketing communications that reference Super Partners and its brands, please also ensure that the following text detailing Super Partners’ stance towards responsible gambling is included above the fold within any Super Partners’ (or its brands’) review pages or content – e.g.

“Playing at *insert brand* is intended to be fun and entertaining. Our commitment is to our customers – sharing the thrill with you. That means it’s our responsibility to give you a safe gambling environment, which is why we’re encouraging everyone to check out some safer gambling tips and advice here: “gambleaware.org”