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Marketing Guidelines

Marketing Guidelines for Affiliates, last updated 09 2021.



The purpose of the Marketing Guidelines (“Guidelines”) is to supplement the Company’s terms and conditions for Affiliates (the “Agreement”), published at, and outline how the Affiliates (“You”,”Your”) may promote the Company’s brands effectively and lawfully. You shall at all times adhere to these Guidelines. However, the terms and conditions under the Agreement supersedes any provisions hereunder at all times.


In case of any doubts regarding Your obligations under the Agreement and/or these Guidelines, please contact your Affiliate Manager, or send an email to:



  • 2.1 You may only use Marketing Material provided by the Company or content that has been approved by the Company. You shall not alter the appearance, design and content of the approved Marketing Material unless You obtain written authorisation from the Company. If you use content that has not been provided by the Company and/or approved by the Company, it MUST be approved by the Company’s Affiliate Manager in writing prior to being published. If You are found to be using any Marketing Material and/or other content promoting the Company’s brands that has not been approved in writing by the Affiliate Manager, this may lead to the suspension and/or termination of your Affiliate account, depending on the circumstances.


  • 2.2 You shall guarantee that the material shown on Your website does not infringe any rights of third parties (including copyright, patents and trade mark rights, the general right of personality or any other rights – in the following “IP”).


  • 2.3 You shall not copy or resemble the Company’s Website in whole or in part, or frame any page of the Company's website in whole or in part. You shall not register or attempt to register any logo, trade mark, trade name, insignia, design, domain name or similar identifying material and shall not create any websites, groups, profiles (especially but not limited to that contain the IP or are confusingly similar to or are comprised of any of the IP.


  • 2.4 You shall adhere to the EGBA code of conduct in regards to your marketing activities of the Company.  


  • 2.5 Sales promotions shall always be clear and accurately advertised.


  • 2.6 Adverts and promotions shall not directly or indirectly feature themes that link gambling to toughness, resilience or recklessness.


  • 2.7 Adverts  and promotions shall not give the impression that gambling can be a main source of income or an activity to resort to for the payment of debts.


  • 2.8 Adverts and promotions shall always be in accordance with the Company’s effort to promote socially responsibility and responsible gambling, inter alia, You shall ensure that adverts and promotions do not encourage gambling in ways that might appeal to children, young people and/or vulnerable persons. 


  • 2.9 All adverts and promotions shall clearly indicate that the gambling activity promoted is to be only exercised by persons who are over 18 years of age and/or 21 years in Estonia.


  • 2.10 All adverts and promotions shall comply with applicable laws and regulations connected to marketing. 


  • 2.11 All adverts and promotions shall clearly and expressly state how to make use of an offer. For avoidance of doubt, customers of the Company shall always be provided with sufficient information in order to be able to make an informed decision prior to opting to accede to a promotion. For example, the customer has to be fully made aware of all wagering requirements, limitations of bonus offers etc.


  • 2.12 You shall NOT purchase or register keywords, search terms or other identifiers for use in any search engine, portal, sponsored advertising service or other search or referral service which are identical or similar to any of the company’s trademarks or any other brands belonging to the Company, or variations thereof in the “domain name” (i.e. after any prefixes but before the top level domain suffix), or include meta-tags on Your website which are identical or similar to any of the Company’s trademarks or any other brands belonging to the Company. In addition, You shall NOT create pages falsely representing any of the Company’s brands in any social media channels (including but not limited to, Facebook, Google+, Twitter, etc.).  If You register domain names in breach of this rule, You will have Your Affiliates account terminated and further legal action may be taken.




  • 3.1 Email marketing


If You promote the Company’s brands via email marketing:


(i) You shall provide the Company with evidence on how You have sourced Your email database and clearly define the opt-in process to receive gambling related email communications;


(ii) You must provide a preview of the actual email You are planning to send and obtain written permission from Your Affiliate Manager prior to the send-out - Emails should never appear as if they have been sent by the Company and no brands owned by the Company or the Group may appear in the “From” field;


(iii) it must be clear in the email that any potential complaint made as a result of this communication channel should be addressed directly to You, and not to the Company or any company within the Group. You shall without undue delay notify the Company of any received complaints. In no circumstances shall the Company be obligated to reply to any such complaints; and


(iv) an unsubscribe link must be included in every email. The Company shall ask You to provide examples of the unsubscribe process.


  • 3.2 PPC


The Company has decided not to allow Pay-Per-Click (“PPC”) for the foreseeable future. In the event that the Company will allow PPC in the future and You wish to run Pay-Per-Click (PPC) campaigns, You must:


(i) link to Your website and not to the Company website;

(ii) not bid on the  Company’s brand names or trademarks, or misspellings thereof;

(iii) not use the Company’s brand names in display URLs or ad copy; and

(iv) add the Company’s brand names to the phrase match negative keywords list on Your accounts.


If You are found to be in violation of the above, You risk having Your Affiliate account suspended and/or terminated. 


  • 3.3 SMS


The Company has decided not to engage in any SMS send-outs through a third party for the foreseeable future. If You are found to be running SMS activity, you will have Your Affiliate account terminated immediately.


  • 3.4 Social Media


You may not post any affiliate links directly on Your social media page(s) without written permission from Your Affiliate Manager. If You are found to have done so, the Company may suspend and/or terminate Your Affiliate account immediately.

If You are found to be promoting the Company’s brands via private groups and/or private messages on social media networks without written permission from the Company, You risk having Your Affiliate account terminated immediately.


  • 3.5 Pop Under Campaigns


You may NOT use framing techniques such as pop-up or pop-under windows to promote the Company’s or the Group’s brands. If You are found to be running this sort of activity, You risk having  Your Affiliate account suspended and/or terminated.



  • 3.6 Streaming


Any streamer with an active channel of 500+ followers and established an existing, engaging community with genuine content, is qualified to become a Pafpartners Streamer. 


You as a Pafpartners Streamer shall be respectful towards  the audience as  well as the Company. It is not permitted to share inappropriate or false information or any kind of activity that would harm the Company’s credibility and/or the Company’s brand in any possible way.





You must NOT, under any circumstances, make or direct any advertising and/or marketing of the Company, the Company’s website(s), or any of the Company’s services in or towards Finland or the Finnish market, with the exception of the Åland Island, nor in the Finnish language.



You undertake to comply with the following provisions at all times in regards to the Spanish market: 


  • 5.1 All commercial communications must include a message concerning responsible gaming, such as “if you play, play responsibly”.

  • 5.2 All commercial communications should include a warning that minors will not be able to participate in gaming activities, such as “no minors”, “+18” or a similar warning.

  • 5.3 Commercial communications may not convey a false or misleading perception of gratuitousness, will not include testimonials and may not be based on the gamer’s ability.

  • 5.4 You must ensure that Your website/s, application/s and/or accounts or channels in video exchange platforms have mechanisms to prevent the access by minors. Also, You must periodically broadcast messages on safe gaming. You shall also ensure that your website/s or application/s does not promote the gaming activities of entities that are unlicensed in Spain, presenting them as being aimed at Spanish residents.

  • 5.5 Betting forecasters must undertake to publish in full, on the channels or accounts of the social networks of the websites or applications where they make their forecasts, all the results, under any betting system, they have obtained on Paf which are related to forecasted events.  In particular;

  • 5.5.1 such agreement may not, in any case, be signed with people who have acquired relevance or public notoriety as a result of activities other than betting prediction;

  • 5.5.2 the detection of non-compliance with this section 5.5 by You will result in the termination of the advertising contract with the betting forecaster and the impossibility of concluding a new contract with that forecaster within three years of such termination.

  • 5.6 Embedding of demo versions of games from the Company’s website(s) is not allowed. Notwithstanding the foregoing, embedding of demo games from the game provider’s website is considered to be compliant. 


  • 5.7 If You broadcast audiovisual commercial communications from the Company in video exchange services via a platform may only do so when:

  • 5.7.1 The provider of such platform have instruments to prevent these communications from being directed at minors, mechanisms for users to block or hide pop-up ads and tools that allow time slot control models;

  • 5.7.2 You must apply limitations from 1 to 5 am when commercial communications are integrated, in a distinguishable and separated manner, into the programs or videos generated by the users of those platforms; and

  • 5.7.3 You broadcast regular messages on safe gaming on Your account or channel.

  • 5.8 Due to regulatory requirements, You shall not in any circumstances promote acquisition/fidelization promotions towards Spanish residents.

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