Operators pay us. Here is exactly how, and what it doesn't buy.

The mechanics

Links to operators carry a tracking code in the address — a short string after the domain that tells the operator's affiliate system where the visit came from. All of them are marked up as sponsored links so search engines and browsers treat them accordingly, and each one is labelled “Ad · 18+ · T&Cs apply” on the card it sits in.

If you follow one and go on to register, the operator credits an account in our name. The amount depends on the agreement with each operator and is usually a share of the revenue that customer generates, sometimes a flat fee per registration. We do not receive your name, your account details or anything about what you play — only aggregate counts.

Cookies play a part in this. A small identifier records that a visit came from here so the operator can attribute a registration correctly. There is more detail, including how to refuse them, in the cookie policy.

What the money does not buy

Position on the page. Card order and letter grades come out of the eight criteria published on the homepage, and they are settled before the commercial side is looked at. No operator has ever been moved up, and moving one up is not something we sell.

Editorial wording. Nobody at any operator sees a write-up before it goes live, and nothing gets softened on request. Where an operator is weaker than the others — a narrow supplier list, a missing app, a lobby split awkwardly across three sections — the page says so.

Inclusion. Operators appear because they hold a British licence and are worth comparing, not because an arrangement exists. Some of the sites listed here generate nothing for us at all, and they are graded on exactly the same basis as the ones that do.

Advertising rules we work inside

Affiliates promoting gambling to a British audience sit under the same CAP advertising codes as the operators themselves, and the operator remains responsible for what its affiliates publish. In practice that rules out a long list of things you will not find here: urgency language, claims of guaranteed or risk-free play, anything suggesting gambling solves financial problems, and any imagery or wording likely to appeal to under-18s.

It also means significant conditions must appear with an offer rather than behind a link. That is part of why we publish offer types instead of figures — a headline number without its wagering requirement, expiry and stake cap alongside it is misleading, and reproducing all of that accurately for five operators over time is not something we can promise to keep current.

Tracking codes on this site

The tracking parameters currently attached to the operator links are placeholders in the correct format rather than live credentials, so they do not yet register anything. They will be replaced with real codes once the corresponding affiliate accounts are in place. Either way, the destination is always the operator's own domain — no redirect chains, no intermediate sites, and never a link dressed up as something other than what it is.

If you spot a link that behaves differently from that description, tell us through the contact page and it will be fixed.