London Bet Affiliates Terms & Conditions v2.0

 

This Agreement is made between: 

"Company", "We", "Us", "Our" means Thistle Bet Limited (company number [NUMBER]), a company licensed by the Gambling Commission of Great Britain under remote operating licence number 66162, with registered office at 2 Alexandra Gate, Fford Pengam, Cardiff, United Kingdom, CF24 2SA 

"You", "Your", "Affiliate" means the individual or entity which has applied to participate in the London Bet Affiliates Programme and whose application has been accepted by Us. 

 

This Agreement, together with any additional terms provided via email or through the Affiliate Platform (together, the "Agreement"), contains the complete terms and conditions governing Your participation in the Affiliate Programme. Where there is any conflict between documents, this Agreement shall prevail. 

 

The Affiliate acknowledges that the Company holds a remote operating licence issued by the Gambling Commission of Great Britain and is bound by the Gambling Act 2005, the Licence Conditions and Codes of Practice (LCCP), and all applicable regulatory requirements. 

 

The Affiliate shall at all times: 

conduct activities in a manner consistent with the licensing objectives set out in section 1 of the Gambling Act 2005, namely: (i) preventing gambling from being a source of crime or disorder, being associated with crime or disorder, or being used to support crime; (ii) ensuring that gambling is conducted in a fair and open way; and (iii) protecting children and other vulnerable persons from being harmed or exploited by gambling; 

act as if bound by the same licence conditions and codes of practice as the Company, including but not limited to LCCP Social Responsibility Code Provisions; 

comply with all applicable laws and regulations, including the Gambling Act 2005, Consumer Protection from Unfair Trading Regulations 2008, Data Protection Act 2018, UK GDPR, and Privacy and Electronic Communications Regulations 2003 (PECR); 

comply with the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code), in particular Section 16 (Gambling) and all associated guidance issued by the Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP); and 

comply with the Gambling Industry Code for Socially Responsible Advertising. 

 

The Affiliate acknowledges that pursuant to LCCP Social Responsibility Code 1.1.2, the Company is responsible for the actions of third parties with whom it contracts. The Affiliate shall therefore ensure that any subcontractors, employees, agents, or other persons acting on the Affiliate's behalf comply fully with this Agreement. 

 

In this Agreement, unless the context otherwise requires: 

"Account Balance" means the total value of commission generated in the current calendar month. 

"Advertising Codes" means the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) and the UK Code of Broadcast Advertising (BCAP Code), as administered by the Advertising Standards Authority. 

"Affiliate Commission" means the amount due and payable to You calculated in accordance with Section 5 of this Agreement. 

"Affiliate Platform" means the online platform through which You access reports, Marketing Materials, and manage Your affiliate account. 

"CPA Commission" means a fixed payment per qualifying Customer, as set out in Section 5. 

"CPA Qualification Amount" means the minimum deposit amount a Customer must make to qualify for CPA Commission, as notified to You via the Affiliate Platform. 

"Customer" means any person who: (a) has opened an account with the Operator through Your Tracking Link; (b) has not previously held an account with the Operator; and (c) is not a Self-Excluded Person. 

"GAMSTOP" means the national online self-exclusion scheme operated pursuant to LCCP Social Responsibility Code 3.5.5. 

"High Roller" has the meaning given in Section 5.6. 

"LCCP" means the Gambling Commission's Licence Conditions and Codes of Practice, as amended from time to time. 

"Marketing Materials" means banners, text links, landing pages, email templates, and any other promotional content provided by Us or approved by Us for use in promoting the Website. 

"Net Revenue" means total wagers of a Customer minus: (a) winnings; (b) bonuses; (c) chargebacks; (d) third party licensing fees; (e) jackpot contributions; (f) taxes and duties; and (g) costs arising from fraudulent or abusive activity. 

"Operator" means Thistle Bet Limited trading as London Bet. 

"Potential Customer" means any person to whom You promote the Website who has not yet become a Customer. 

"Referral Commission" means commission payable under Section 5.4. 

"Restricted Territories" means any jurisdiction outside of the United Kingdom. 

"Revenue Share" means commission calculated as a percentage of Net Revenue, as set out in Section 5. 

"Self-Excluded Person" means any person who: (a) is registered with GAMSTOP; (b) has self-excluded directly with the Operator; (c) has been excluded by the Operator for responsible gambling reasons; or (d) whose self-exclusion has expired but who has not made a positive decision to return to gambling. 

"Spam" means any electronic communication sent in breach of Section 8 of this Agreement. 

"Suppression List" means the list of Self-Excluded Persons provided by the Company to the Affiliate pursuant to Section 8.8. 

"Tracking Link" means the unique tracking code provided exclusively to You through which Customer activity is tracked. 

"Website" means any website operated by the Operator under its Gambling Commission licence, including but not limited to london. bet. 

 

This Agreement shall take effect upon our acceptance of your application to participate in the Affiliate Programme and shall continue until terminated in accordance with this Section. 

 

You may terminate this Agreement at any time by providing Us with 30 days' prior written notice by email to affiliates@london.bet marked Termination. 

 

We may terminate this Agreement immediately upon written notice to You if: 

You commit a material breach of this Agreement; 

You breach the LCCP or act in a manner inconsistent with the licensing objectives; 

You breach the Advertising Codes, Gambling Industry Code for Socially Responsible Advertising, or any ASA ruling; 

You place digital advertisements on websites providing unauthorised access to copyrighted content; 

You engage in fraudulent activity or attempt to artificially inflate Affiliate Commission; 

You market to or acquire Customers from Restricted Territories; 

You fail to maintain adequate data protection and security measures; 

You send marketing materials to Self-Excluded Persons; or 

continuation of this Agreement would, in Our reasonable opinion, put Our Gambling Commission licence at risk. 

 

  

1. The Affiliate shall not place, or permit to be placed, any digital advertisement promoting LondonBet or its licensed activities on any website that provides unauthorised access to copyrighted content. 

  

2. The Affiliate shall take all reasonable steps to ensure that any third party with whom it subcontracts for the provision of advertising, marketing, or any other service connected to the licensed activities does not place digital advertisements on websites providing unauthorised access to copyrighted content. 

  

3. The Affiliate shall ensure that its contractual arrangements with any such third party include provisions that enable the Affiliate, subject to compliance with any applicable dispute resolution provisions, to terminate the third party's engagement promptly where, in the Affiliate's or LondonBet's reasonable opinion, the third party has been responsible for placing digital advertisements for the licensed activities on such websites. 

  

4. Where LondonBet reasonably believes that the Affiliate or any of its subcontractors has placed digital advertisements on websites providing unauthorised access to copyrighted content, LondonBet reserves the right to: 

   (a) suspend the Affiliate's account and withhold any outstanding commission payments pending investigation; 

   (b) require the immediate removal of the offending advertisement; 

   (c) terminate this Agreement with immediate effect in accordance with the termination provisions set out herein. 

  

5. The Affiliate shall notify LondonBet immediately upon becoming aware that any digital advertisement for the licensed activities has been placed on a website providing unauthorised access to copyrighted content, whether by the Affiliate directly or by any third party acting on its behalf. 

 

We may terminate this Agreement for any reason by giving you 24 hours' prior written notice. 

 

Upon termination of this Agreement for any reason: 

all rights and licences granted to You shall terminate immediately; 

You shall immediately cease all promotional activities and remove all Marketing Materials; 

You shall return or destroy all confidential information and confirm destruction in writing; 

We may deactivate or redirect any Tracking Links at our discretion; 

subject to Section 3.6, we shall pay any Affiliate Commission properly accrued prior to termination within 60 days; and 

Sections 1, 2, 5.11, 7, 9, 10, 11, and 12 shall survive termination. 

 

If We terminate this Agreement pursuant to Section 3.3, We may withhold all unpaid Affiliate Commission and deduct any amounts owed to Us or any losses suffered as a result of Your breach. 

 

All marketing activities conducted by the Affiliate must be: 

professional, proper, and lawful; 

socially responsible, with particular regard to the need to protect children, young persons, and vulnerable people; 

compliant with the Advertising Codes and all ASA/CAP guidance; 

compliant with the Gambling Industry Code for Socially Responsible Advertising; and 

conducted only in the United Kingdom and directed only at persons located in the United Kingdom. 

 

All marketing materials must prominently display: 

"18+" or "18+ Only"; 

"BeGambleAware.org" (or the BeGambleAware logo); 

"Please gamble responsibly"; and 

"Terms and conditions apply" with a link to the relevant terms. 

 

The Affiliate shall not: 

target marketing at persons under the age of 18; 

create content that is likely to be of strong appeal to children or young persons (under 18), especially by reflecting or being associated with youth culture; 

use athletes, celebrities, social media influencers, or other persons whose example is likely to be followed by those under 18 or who have strong appeal to those under 18; 

use imagery, themes, or characters associated with media primarily consumed by children; 

offer free-to-play versions of real money games without appropriate age verification in place; or 

place marketing on platforms, websites, or channels where more than 25% of the audience is under 18. 

 

Marketing materials must not: 

portray, condone, or encourage gambling behaviour that is socially irresponsible or could lead to financial, social, or emotional harm; 

suggest that gambling can provide an escape from personal, professional, or financial problems; 

suggest that gambling can enhance personal qualities or social status; 

suggest that gambling is a viable way to make money or improve financial circumstances; 

portray gambling in a context of toughness or link it to resilience or recklessness; 

feature anyone who is, or seems to be, under 25 years of age; 

suggest that gambling is a rite of passage; 

link gambling to sexual success or make sexual claims; 

be likely to be of strong appeal to problem gamblers; 

exploit the susceptibilities, aspirations, credulity, inexperience, or lack of knowledge of vulnerable persons; 

suggest that solitary gambling is preferable to social gambling; 

encourage players to chase losses, increase stakes, or play for longer; 

be placed on websites containing content that is illegal, obscene, discriminatory, violent, sexually explicit, or pornographic; 

be placed on websites providing unauthorised access to copyrighted content; 

disparage the Company or damage Our goodwill or reputation; or 

infringe any third party intellectual property rights. 

 

Any marketing featuring bonuses, free bets, or promotional offers must: 

clearly state all significant terms and conditions, including wagering requirements, time limits, and game restrictions; 

not misrepresent the value or terms of any offer; 

present offers that are proportionate to the amount wagered; and 

not encourage bonus abuse, minimal play-through strategies, or any form of promotional exploitation. 

 

The Affiliate shall: 

use only Marketing Materials provided or approved by Us; 

not modify Marketing Materials without Our prior written consent; 

submit any bespoke marketing content to Us for approval at least 5 working days before intended use; 

not use Marketing Materials after termination of this Agreement; and 

remove or amend any marketing content within 24 hours of Our request. 

 

The Affiliate shall not: 

register domain names containing or confusingly similar to Our brands, trade marks, or trading names; 

bid on keywords or search terms containing Our brands without Our prior written consent; or 

engage in any search engine optimisation or marketing activity that violates search engine terms of use. 

 

All social media marketing, including non-paid-for posts, must: 

comply with the CAP Code as extended from 1 September 2025 to cover all UK-licensed operator marketing regardless of where the marketer is based; 

be clearly identifiable as advertising; 

include #Ad or equivalent identifier where required; and 

not use influencers with more than 100,000 followers who are under 18 unless appropriate risk assessments have been conducted. 

 

The default commission model is Revenue Share, calculated monthly at 30% of Net Revenue generated by Customers referred by You. 

 

Where agreed in writing, CPA Commission may be payable at the rate notified via the Affiliate Platform, subject to the Customer making a qualifying deposit of at least the CPA Qualification Amount within 30 days of registration. 

 

If Your Account Balance is negative in any month due to Customer winnings, bonuses, or other deductions (but not fraud), the balance will be reset to zero at the start of the following month. 

 

For any Customers referred by an affiliate whom You introduced to the Affiliate Programme, You shall receive 2.5% of the Net Revenue generated by those Customers. 

 

At Our discretion, any Customer who self-excludes (whether via GAMSTOP or directly with the Operator) may be excluded from commission calculations. 

 

If in any month a Customer generates negative Net Revenue of £2,000 or more, that Customer shall be classified as a High Roller and: 

the negative balance shall be carried forward and offset against future positive Net Revenue generated by that Customer only; 

the negative balance cannot be offset against other Customers' positive Net Revenue; and 

transactions affected by this policy shall be marked in Your reports. 

 

Subject to this Agreement: 

commission shall be calculated monthly and paid within 30 days of the end of each calendar month; 

minimum payment thresholds are £250 for UK bank transfer and £500 for international transfer; 

balances below the threshold shall be carried forward; 

payments shall be made in Pounds Sterling; and 

any transfer fees shall be deducted from Your commission. 

 

Our calculations of Affiliate Commission, based solely on Our systems' data, shall be final and binding. Daily reports shall be available via the Affiliate Platform, with monthly payment statements provided. 

 

If You dispute any report or payment, You must notify Us in writing within 30 days of the report being made available. Failure to notify a dispute within this period shall constitute acceptance. 

 

We may withhold Affiliate Commission for up to 180 days pending fraud review. If fraud is established (whether by You or by a Customer), You shall forfeit all unpaid commission and We may recover amounts previously paid. 

 

You are solely responsible for all taxes, duties, and contributions arising from payments under this Agreement. All commissions are stated inclusive of VAT, where applicable. 

 

No commission shall be payable in respect of: 

You, your relatives, friends, employees, or agents; 

Customers from Restricted Territories; 

Customers using VPNs, proxy servers, or shared IP pools; 

accounts created fraudulently or in breach of Operator terms; 

traffic deemed 100% incentivised, including where players were instructed to deposit exact CPA Qualification Amounts; or 

accounts locked within the same calendar month in which CPA would otherwise be triggered. 

 

The Affiliate shall provide to the Company, upon request and within 5 working days: 

copies of all marketing materials used or proposed to be used; 

details of all websites, platforms, and channels used for marketing; 

traffic source information; 

evidence of marketing consent obtained from individuals; 

records of data processing activities; 

evidence of compliance with the Advertising Codes; 

details of any sub-contractors used; and 

any other information reasonably required to enable the Company to comply with its regulatory obligations. 

 

The Affiliate shall notify the Company immediately (and in any event within 24 hours) of: 

any marketing sent to a Self-Excluded Person; 

any complaint received from the ASA, ICO, Gambling Commission, or any regulatory body; 

any data breach affecting Customer or Potential Customer data; 

any legal claim relating to marketing activities; and 

any other matter that may affect the Company's regulatory standing. 

 

The Company may, upon reasonable notice, audit the Affiliate's records, systems, and practices to verify compliance with this Agreement. The Affiliate shall cooperate fully with any such audit. 

 

All intellectual property rights in Marketing Materials, the Website, and Our brands (the Marks) belong to and remain with the Company. 

 

Subject to compliance with this Agreement, we grant you a non-exclusive, non-transferable, revocable licence to use the Marketing Materials and Marks solely for the purpose of promoting the Website in accordance with this Agreement. 

 

You shall not: 

register or use any trademark, domain name, or name containing or confusingly similar to the Marks; 

challenge Our ownership of the Marks. 

use the Marks in any way that may damage Our reputation; or 

sub-license or assign any rights in the Marks without Our prior written consent. 

 

All direct marketing must comply with the Data Protection Act 2018, UK GDPR, Privacy and Electronic Communications Regulations 2003 (PECR), and all applicable guidance from the Information Commissioner's Office (ICO). 

 

For all direct marketing by email, SMS, or similar channels, the Affiliate must: 

obtain clear, specific, informed, and freely given opt-in consent from each recipient prior to sending any communication; 

present consent options with all boxes blank (unticked) by default; 

not use pre-ticked boxes or consent obtained as a condition of service; 

maintain records of consent including date, time, method, and wording; 

provide such records to the Company upon request within 5 working days; and 

where required by LCCP SR Code 5.1.12, obtain consent on a per-product (betting, casino, bingo) and per-channel (email, SMS, phone) basis. 

 

Every direct marketing communication must: 

clearly identify the Affiliate as the sender (not the Company); 

include a valid physical business address; 

include a functioning, conspicuous unsubscribe mechanism; 

honour unsubscribe requests expeditiously; 

not mislead recipients about content or purpose; 

include the responsible gambling messaging required by Section 4.2; and 

include a link to Your privacy policy. 

 

The Affiliate shall: 

maintain and apply appropriate marketing suppression lists; 

check the Telephone Preference Service (TPS) and Corporate Telephone Preference Service (CTPS) before telephone marketing; 

screen against the Suppression List provided by the Company; and 

never send marketing to any person on a suppression list. 

 

The Affiliate acknowledges that marketing to Self-Excluded Persons causes significant harm and constitutes a serious breach of this Agreement. The Affiliate shall: 

apply the Suppression List provided by the Company to all marketing lists before sending any communication; 

update its suppression processes within 24 hours of receiving an updated Suppression List; 

never send any marketing communication to any Self-Excluded Person; 

implement technical and organisational measures to prevent marketing to Self-Excluded Persons; and 

ensure that no single point of failure could result in marketing being sent to Self-Excluded Persons. 

 

The Company shall provide the Affiliate with regular Suppression Lists of Self-Excluded Persons. The Affiliate acknowledges that such lists contain sensitive personal data and shall: 

process the data solely for the purpose of marketing suppression; 

implement appropriate security measures; 

not retain the data longer than necessary; and 

delete all such data upon termination of this Agreement. 

 

The Affiliate is the data controller in respect of all personal data of marketing recipients collected or processed by the Affiliate. The Company shall not be liable for the Affiliate's data protection compliance. 

 

The Affiliate shall comply with all laws relating to cookies and similar technologies, including obtaining appropriate consent and providing clear information to users. 

 

If the Company receives any complaint from the ICO, ASA, or any other body regarding the Affiliate's marketing practices, the Affiliate shall: 

respond to any information request within 5 working days; 

cooperate fully with any investigation; and 

authorise the Company to disclose the Affiliate's identity and relevant information to the complainant or regulator. 

 

Each party shall keep confidential all information received from the other party that is marked confidential or would reasonably be understood to be confidential, including commission rates, marketing strategies, and Customer data. 

 

Confidential information may not be disclosed to any third party or used for any purpose other than performing this Agreement, except as required by law or regulation. 

 

The Affiliate shall not: 

attempt to contact any Customer directly; 

disclose any Customer data to any third party; or 

retain or use any Customer data after termination of this Agreement. 

 

To the maximum extent permitted by law, the Company's total liability under or in connection with this Agreement shall not exceed the total Affiliate Commission paid to You in the 6 months preceding the claim. 

 

The Company shall not be liable for any indirect, consequential, or special loss, loss of profits, loss of business, or loss of data. 

 

The Affiliate shall indemnify and hold harmless the Company, its officers, directors, employees, and agents from and against all claims, losses, damages, costs, and expenses (including legal fees) arising from or in connection with: 

any breach of this Agreement by the Affiliate; 

any breach of applicable law or regulation by the Affiliate; 

any third party claim relating to the Affiliate's marketing activities; 

any regulatory action, fine, or penalty arising from the Affiliate's actions; and 

any data protection breach by the Affiliate. 

 

For the avoidance of doubt, if any regulatory body (including but not limited to the Gambling Commission, ASA, or ICO) imposes any fine, penalty, or sanction on the Company as a result of the Affiliate's breach of this Agreement or applicable law, the Affiliate shall be liable for the full amount of such fine, penalty, or sanction plus any associated costs. 

 

The Affiliate shall comply with all applicable anti-money laundering laws and shall not engage in or facilitate any activity that could constitute money laundering or terrorist financing. 

 

The Company may request identification documents from the Affiliate at any time and the Affiliate shall provide such documents within 5 working days. 

 

The Affiliate shall, upon request, provide full details of its beneficial ownership structure, corporate structure, and business practices. 

 

We may amend this Agreement at any time by emailing you at the address provided. Amendments shall take effect 5 days after sending (or later if specified). Continued participation after amendments take effect constitutes acceptance. If you do not accept any amendment, your sole remedy is to terminate this Agreement. 

 

You may not assign, sublicense, or transfer this Agreement or any rights or obligations without Our prior written consent. We may assign this Agreement to any affiliate company or successor. 

 

This Agreement constitutes the entire agreement between the parties and supersedes all prior agreements, understandings, and representations. 

 

If any provision of this Agreement is held invalid or unenforceable, the remaining provisions shall continue in full force and effect. 

 

No failure or delay in exercising any right shall operate as a waiver. No single or partial exercise of any right shall preclude further exercise. 

 

Nothing in this Agreement creates any partnership, joint venture, agency, or employment relationship between the parties. 

 

Neither party shall be liable for any failure or delay caused by circumstances beyond its reasonable control, including acts of God, war, terrorism, civil disturbance, government action, pandemic, or failure of third party systems. 

 

Notices must be in writing and shall be sent by email to: affiliates@london.bet (for the Company) or the email address provided by the Affiliate. Notices shall be deemed received at the time of transmission (or the next business day if outside business hours). 

 

A person who is not a party to this Agreement has no rights under the Contracts (Rights of Third Parties) Act 1999 to enforce any term. 

 

This Agreement shall be governed by and construed in accordance with the laws of England and Wales. The parties irrevocably submit to the exclusive jurisdiction of the courts of England and Wales.