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Updated October 2020

PPB Affiliate Marketing Guidelines

As you may be aware, compliance with advertising rules is a legal and licensing requirement. As an Affiliate of PPB, any advertising you do on our behalf must adhere to advertising requirements at all times.

We have created this document to educate our partners on the current ‘DOs and DON'Ts when promoting PPB. We also wish to remind you of your obligations under the terms of our Affiliate agreement regarding the promotion of both brands.

We want to ensure that none of your advertisements on behalf of PPB are in any way misleading to customers so please familiarise yourself with the requirements outlined below and save this document for future reference.

If you are in doubt regarding your obligations under our Affiliates agreement or under the relevant legal requirements, please don’t hesitate to contact your account manager or reach out to us at:

Paddy Power: affiliates@paddypower.com

Betfair: Sports.Partnerships@betfair.com


We would advise all of our Affiliates to make use creative assets that we have on offer in the Media Gallery of your Affiliate account, or those you receive in promotional mailers from your Account Manager. You can be assured that all creative assets supplied by us adhere to the advertising regulations and are fully compliant.

Homemade creative

Any creative assets, including homemade banners that are used to promote PPB must be approved by your account manager before being published. As mentioned above, we strongly advise that you make use of the wide range of creative we provide. Any homemade creative assets, promoting PPB that has not been approved by an account manager may lead to the termination of your account and removal from the Affiliate program.

Advertising to minors

Advertising to minors in any capacity is strictly prohibited, if this is undertaken in any form your account will be terminated. Affiliates are not allowed place any Tracking Links, Banners or Creatives in any fashion 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. If requested you must be able to prove the age demographic of your site's audiences. 

Responsible and Safer Gambling Content 

Affiliates must commit to post regular responsible and safer gambling content across their websites, social accounts and marketing platforms. These messages and tone of voice should built into your overall marketing messages and campaigns.

Social Media Platforms and Age-Gating

Affiliates must take all precautions to limit the chance of advertising to minors. To ensure this:

  • Age-gating channels and content released on social media platforms to 18+
  • Warning messages such as "Followers must be 18+" must be included the bio of your account
  • Also include phrases such as “Please Gamble Responsibly” or “Bet Responsibly”

Examples of social media platforms include: Facebook, Instagram, Twitter, Youtube, Snapchat, Twitch, Telegram, etc.

If you are posting content on a streaming service such as Youtube or Twitch, the below must be adhered to:

  • 18+ icon will be on the streams
  • A Gamble Aware or Please Gamble Responsibly warning must appear throughout the stream
  • A pop-up warning must appear before the stream to flag this content is for mature audiences
  • RG messaging is mentioned throughout and reminds the viewer
  • Ensure Streamer themselves is over 25

Social Media – Organic Posts

When promoting PPB offers or links on your own social media channels to your followers (organic posts), it is imperative that you are as clear as possible and do not mislead the customer in anyway. Please follow the below guidelines:

  • All social posts which contain a PPB link, offer or mention of our brands must contain 18+ and T&Cs apply statement
  • Refrain from the use of problematic phrases. A good rule of thumb is to use the copy that is on the banners (provided by PPB) or the copy used on the landing page
  • If an offer is paid in free bets (unless otherwise stated) and so ‘Paid in free bets’ must be included in all posts
  • If you do not have enough space to include all terms alongside a banner in a social post, then it is advised to screenshot the landing page. You must ensure to capture all T&C’s in the screenshot
  • Facebook has a 20% text rule for creative assets.
  • Full terms must be available and always 1 click away
  • Do not post images that appeal to children or use individuals that are or look under 25

Paid Social Advertising & Influencers

Paid social advertising which includes PPB offers or promotions, will need to exclusively target users aged 25 and above in order to comply with the IGRG Code. This includes platforms such as Instagram, Twitter, Youtube. Facebook paid advertising must target users aged 18 and above in order to comply with updated guidelines. Please ensure that there is no confusion amongst you and your teams what age restrictions apply and to what platform (i.e Facebook 18+ and Instagram 25+) 

Influencer content must be pre-approved by your programme manager to ensure compliance with our guidelines and must be clearly marked as an advertisement through use of the term ‘#ad’ or ‘#advertisement’. This term must be displayed prominently at all times. 

Tipping Pages

Any challenge\tipping pages or sites, must make clear that it is in fact a challenge and must not imply that success is guaranteed. Under no circumstance should results be false or media manipulated to suggest results were more favourable. Any Affiliate that is found to have engaged in false tipping results, will result in their account being terminated and they will be removed from the Affiliate program immediately.

If you are engaging in this sort of challenge/tipping promotion, then you must notify your account manager and receive approval before doing so.

Pop under campaigns

PPB do not condone any pop under activity of any sort. Any Affiliate that is found to be running this sort of activity will result in their account being terminated and they will be removed from the Affiliate program.


While we allow and work with Affiliates in the PPC space, there are a few conditions in which we do not allow as part of the Affiliate program:

  • Affiliates must not bid on PPB brand terms
  • Affiliates must not use brand name in display URLs
  • Affiliates must not manipulate PPB brand name in ads e.g. ‘Paddyp0wer’ or ‘Betf@ir’
  • Affiliates must also not bid on any problematic, harmful or ‘Responsible Gambling’ related keywords, including Gamble Awareness or Self-Exclusion trade bodies. PPB’s negative keyword list can be found (here) which must be implemented for any campaigns. The list is not exhaustive and will be updated from time to time
  • Ads in search engines will need to make it clear that their messages are only intended for players aged 18 or above. This means 18+ must be called out in Ad Copy


Any Affiliates who are releasing apps into the app store must ensure that the app name does not feature either of PPB’s brand names. Any Affiliate found to have released an app including either brand name, will be asked to remove the app immediately and may result in account termination.

Push Messaging

As push messaging is limited for space, it is difficult/impossible to include all the significant conditions in the message. To ensure compliance, if you are advertising a sign-up offer, please do not try to describe the offer in the push message. It is recommended that you keep the message generic and only explain that sign up offers are available, and direct customers to where they can find out more information. The landing page for the promotional offer should be no more than 1 click from the push message.
Compliant example:

  • “New Customer Offers at Paddy Power - see here for full details. T&Cs apply”

Non-compliant example:

  • Paddy Power New Customer Offer: Bet £10 Get £30 in free bets

The above example is non-compliant as we describe the offer (Bet £10 Get £30 in free bets) but the message doesn’t provide all the significant conditions of the offer, or explain that other T&Cs apply. Failure to mention significant terms in an advert can be considered misleading.

Domain names/URLs

Affiliates are not allowed to register any domain names which include either of PPB’s brand names (Paddy Power, Betfair). Any Affiliate who registers domain names in breach of this rule will have their account suspended pending an investigation.


PPB do not wish to feature in any advertorials. If an Affiliate has a specific request then they may contact their account manager and on approval from them, they may publish. Any advertorials found that did not receive approval from account manager may lead to account termination.

SMS & Email Campaigns

PPB have made the decision not to engage in any SMS activity or Email Campaigns through a third party for the foreseeable future. Any Affiliate found to be running SMS activity or email campaigns will have their account terminated immediately.

Media Buying

PPB have made the decision not to engage in any media buying unless a set domain list can be provided of exactly where either brand appears and you are using our provided creative. If you are buying through an ad-exchange programmatically this type of activity is prohibited as part of the Affiliate Program.

Affiliate Programme Terms and Conditions:

At all times, you must comply with the relevant Affiliate Programme Terms and Conditions, copies of which are available here:-

Paddy Power: http://www.paddypartners.com/terms-and-conditions.html


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