Editorial governance
Explaining Bonus Terms Without Misleading Readers
Explain bonus terms so a reader understands the cost and the conditions before the headline. Rules differ sharply by market: Great Britain caps wagering requirements, Ontario bans public advertising of inducements, and Germany restricts gambling advertising by law.
In brief
- Great Britain: wagering requirements capped at 10 times and mixed-product promotions banned from January 19, 2026.
- Ontario: the regulator says "Public advertising of inducements, bonuses and credits is strictly prohibited", and operators answer for their marketing affiliates.
- Germany: GlüStV 2021 § 5 bans misleading statements about chances or winnings and bars ads aimed at minors.
- Lead with conditions, not the headline amount, and never present a bonus as a way to win.
Market rules that shape bonus content
| Market | Rule | Effect on affiliate pages |
|---|---|---|
| Great Britain | 10x wagering cap; mixed-product promotions banned (January 19, 2026). CAP Code applies to affiliate marketing; gambling ads must not have strong appeal to under-18s (rule 16.3.12) | Remove offers above the cap or combining products; label ads as ads |
| Ontario | Public advertising of inducements, bonuses and credits prohibited (Standard 2.05); operators accountable for marketing affiliates (Standard 1.19) | No public bonus promotion on Ontario-facing pages; explain terms neutrally if at all |
| Germany | Advertising must not mislead about chances or winnings, must not target minors; no internet or broadcast ads for virtual slots, online poker and online casino games between 06:00 and 21:00 | Neutral explanation of terms; no promises; check timing rules with the operator |
| United States | Set by each state regulator | Scope the page to a state and follow its rules and the operator's terms |
How to write a bonus explanation
- Start with the conditions. Wagering requirement, eligible games, time limit, maximum stake while wagering, withdrawal conditions.
- Work an example. Show what a requirement means in money: a bonus of 20 with a 10x requirement means 200 of qualifying stakes before withdrawal.
- Quote the source. Link the operator's terms with the date you read them.
- Say who it is not for. State that offers are for adults in the named market only.
- Link to help. Put the market's safer gambling help next to the offer.
Claims to avoid
- "Free money", "risk-free" or anything implying a bonus improves the chance of winning.
- Offers shown to readers outside the market they apply to.
- Ontario-facing public pages that promote welcome offers. The AGCO issued $48,000 in monetary penalties to Unibet ON Inc. (August 25, 2022) for alleged infractions, including promoting "generous welcome offers".
- Undated figures that may have changed.
Worked example (synthetic)
Synthetic example. Invented names and figures that show the method. No real operator, site or test is described.
Operator G offers new UK customers a casino bonus. The writer copies the full terms on the review date, then explains them in plain words: the minimum deposit, the wagering requirement (10 times, within the cap that applies from January 19, 2026), which games count, the expiry date and any limit on winnings. The headline uses neutral wording, "How Operator G's welcome bonus works", and avoids words such as "free" or "risk-free". The page shows the date the terms were read and says that terms change. A safer gambling line and a link to help services sit next to the explanation, where the reader sees them.
Questions
Can an affiliate show bonuses to Ontario readers?
The AGCO says public advertising of inducements, bonuses and credits is strictly prohibited and that operators are accountable for marketing affiliates. Offers can appear once a player chooses to visit an operator's site. Check with the operator and counsel before publishing any Ontario offer content.
What is the wagering cap in Great Britain?
The Gambling Commission capped wagering requirements at 10 times in promotional offers, and banned mixed-product promotions, from January 19, 2026.
Is it enough to link to the operator's terms?
No. Readers need the key conditions on your page in plain words, with a link to the full terms and the date you checked them.
Sources
- Gambling Commission, Socially responsible incentives consultation response, updated October 14, 2025.
- ASA, Affiliate marketing, March 22, 2023.
- ASA, Betting and gaming: appeal to children, May 27, 2026.
- AGCO, Important information for advertising and marketing in Ontario's new igaming market, March 16, 2022.
- AGCO, AGCO issues $48,000 in monetary penalties to Unibet ON Inc., August 25, 2022.
- Bayern.Recht, GlüStV 2021, § 5.
Found an error? Tell the editors and link the source. Corrections are dated on the page they change (corrections).