February 6, 2026 · 12 min read

Is Casino Affiliate Marketing Legal in Your Country? Complete Guide

Legal & Compliance

Is Casino Affiliate Marketing Legal in Your Country? Complete Guide

"Is this legal?" depends entirely on where you live and where your audience is. This is the most common question for those starting out in casino affiliate marketing.

Important disclaimer: This is NOT legal advice. Laws change frequently, and enforcement varies. Consult a qualified attorney in your jurisdiction before starting or expanding a casino affiliate business. This guide provides general information only.

Understanding How Casino Affiliate Legality Works

Before diving into country-specific rules, you need to understand the layers of legal complexity:

Layer 1: Where YOU are located Your country of residence determines your business registration requirements, tax obligations, and potential personal liability.

Layer 2: Where your AUDIENCE is located Promoting to players in restricted jurisdictions can create legal exposure even if you're in a permissive country.

Layer 3: Where the CASINO is licensed The casino's licensing jurisdiction affects what you can legally promote and to whom.

Layer 4: Where your CONTENT is hosted Server location and domain registration can create additional jurisdictional touchpoints.

Most affiliates only think about Layer 1. The smart ones consider all four.

Legal Status by Region: Detailed Breakdown

Fully Legal Jurisdictions

These countries have clear legal frameworks that permit casino affiliate marketing, typically with registration or licensing requirements.

United Kingdom

Status: Legal, regulated

The details: The UK has one of the world's most mature gambling regulatory frameworks. The UK Gambling Commission (UKGC) oversees all gambling activities, including affiliate marketing.

Key requirements:

Affiliates promoting to UK players must work with UKGC-licensed casinos only
No personal license required for affiliates (unlike operators)
Must comply with Advertising Standards Authority (ASA) guidelines
Strict rules on bonus terms transparency
Responsible gambling messaging mandatory
No targeting of minors or vulnerable persons
Social responsibility requirements

Practical implications:

High compliance burden but clear rules
Legitimate operations can thrive
Good legal protection when following rules
Strong enforcement against bad actors

What to watch:

ASA cracks down on misleading affiliate content
"Free bet" and bonus advertising restrictions tightened recently
Increased focus on influencer disclosures

Malta

Status: Legal, regulated (gambling industry hub)

The details: Malta Gaming Authority (MGA) licenses more online casinos than any other jurisdiction. The country actively supports the gambling industry as a major economic contributor.

Key requirements:

No specific affiliate license required
Must promote MGA-licensed operators for Malta-focused traffic
Standard business registration applies
EU consumer protection rules apply
Anti-money laundering awareness requirements

Practical implications:

Very affiliate-friendly environment
Many operators based here, easy to find compliant programs
Strong legal infrastructure for disputes
Favorable tax treatment for gaming-related businesses

Why affiliates locate here:

Access to operators
Industry networking opportunities
Favorable business environment
EU passporting for pan-European operations

Canada

Status: Mostly legal, province-dependent

The details: Canada's gambling laws are primarily provincial, creating a patchwork of regulations. Federally, there's no prohibition on affiliate marketing for gambling.

Province breakdown:

Ontario:

Regulated market launched 2022
iGaming Ontario oversees licensed operators
Affiliates should prioritize licensed operators
Grey market operators still accessible but riskier

British Columbia, Quebec, other provinces:

Provincial lottery corporations operate online gambling
Offshore casinos accessible and widely used
Affiliate marketing to residents generally permitted
No specific affiliate registration required

Key requirements:

Business registration in your province
Tax reporting on all income
Age verification awareness (19+ in most provinces)
No specific affiliate licensing

Practical implications:

Relatively permissive environment
Significant grey market activity tolerated
Focus on responsible marketing practices
Provincial variation requires awareness of local rules

Australia

Status: Legal for licensed operators only, strict advertising rules

The details: Australia has strict gambling advertising laws that significantly impact affiliate marketing. The Interactive Gambling Act 2001 (IGA) and various state regulations create a complex landscape.

Key requirements:

Can only promote Australian-licensed operators to Australian players
Strict prohibition on offshore casino promotion to Australians
Live odds advertising banned in certain contexts
Inducements to gamble heavily restricted
Responsible gambling messaging mandatory
No promotion during live sports broadcasts

What's prohibited:

Promoting offshore casinos to Australian residents
Bonus offers as primary marketing hook
Targeting problem gamblers
Credit betting promotion

Practical implications:

Very limited affiliate opportunities for Australia-focused content
International content (targeting non-Australians) is more viable
High penalties for violations
ACMA (communications regulator) actively enforces

Recent developments:

Increased enforcement against offshore operators
ISP blocking of unlicensed gambling sites
Proposed advertising ban expansions

European Union (General)

Status: Varies by member state, generally permissive with regulation

Most EU countries permit gambling affiliate marketing with varying degrees of regulation.

More permissive:

Ireland
Netherlands (newly regulated)
Denmark
Spain
Italy
Portugal
Sweden

More restrictive:

France (limited to sports betting/poker)
Poland (state monopoly preference)
Germany (complex state-by-state rules)

EU-wide considerations:

GDPR compliance for any EU audience targeting
Consumer protection standards apply
Cross-border marketing requires awareness of each country's rules
VAT implications for B2B affiliate relationships

Gray Area Jurisdictions

These countries lack clear legal frameworks for casino affiliate marketing, creating uncertainty but not explicit prohibition.

United States

Status: Complicated, state-dependent, federally unclear

The details: US gambling law is notoriously complex. The federal Wire Act, state-level regulations, and various court interpretations create a patchwork that no one fully understands.

Federal level:

Wire Act: Prohibits interstate gambling transmission (interpretation disputed)
UIGEA: Targets payment processors, not affiliates directly
No federal law explicitly prohibits affiliate marketing
DOJ has not pursued affiliate marketers

State-by-state reality:

Legal, regulated markets:

New Jersey (most established)
Pennsylvania
Michigan
West Virginia
Connecticut
Delaware
Nevada (poker/sports only)
Several others with limited online gambling

Explicitly prohibited:

Utah (all gambling banned, including affiliate marketing)
Hawaii (no legal gambling)

Unregulated but accessible:

Most other states
Offshore casinos widely used
Enforcement against affiliates rare to nonexistent

Practical approach for US affiliates:

Safest: Promote only state-licensed operators to residents of legal states
Common: Promote crypto casinos (less regulated) with disclaimers
Risky: Promote offshore fiat casinos to US players

What affiliates actually do: Most US-based casino affiliates promote:

Legal state-licensed casinos (DraftKings, FanDuel, BetMGM) to legal state residents
Crypto casinos to general audience with geo disclaimers
Offshore casinos with "check your local laws" disclaimers

Tax obligations: If you're a US resident, affiliate income is taxable regardless of the casino's location. Report everything. If you receive crypto payments, understand your crypto affiliate tax obligations.

Legal risk assessment:

Enforcement against affiliates: Very rare
IRS pursuing unreported income: Common
State-level action against affiliates: Essentially unheard of
Federal action against affiliates: No known cases

Bottom line for US: The risk is not zero, but enforcement against affiliates is virtually nonexistent. Tax compliance is the bigger practical concern.

India

Status: Technically restricted, effectively unenforced

The details: India's Public Gambling Act of 1867 prohibits operating gambling houses, but was written before the internet existed. Online gambling exists in a legal gray area.

Current reality:

Millions of Indians gamble online
Major international casinos accept Indian players
Affiliate marketing for gambling is widespread
Enforcement against affiliates: None
Payment processing: The main challenge

State variations:

Sikkim: Legal online gambling framework
Goa: Legal casinos (physical)
Most states: Technically prohibited, not enforced

Practical considerations:

Bank/payment issues more challenging than legal issues
UPI and local payment restrictions common
Crypto often used to work around banking issues
No known affiliate prosecutions

Risks:

Payment processor account closures
Potential future regulatory changes
State-level variations

Brazil

Status: In flux, legalization in progress

The details: Brazil is in the process of regulating online gambling. The regulatory framework is being established, creating both opportunity and uncertainty.

Current state:

Sports betting legalization enacted
Online casino regulations pending
Offshore operators widely used
No specific affiliate regulations yet

What to expect:

Licensing regime for operators coming
Advertising regulations likely
Tax framework being developed
Affiliate requirements unclear

Practical approach:

Monitor regulatory developments
Prepare for compliance requirements
Continue current operations with awareness of coming changes
Consider local legal consultation as market matures

Prohibited/Highly Restricted Jurisdictions

These countries explicitly ban online gambling and/or affiliate marketing for gambling.

China

Status: Completely banned

The details: China prohibits all forms of online gambling for its citizens. Operating, promoting, or facilitating gambling is a criminal offense.

What's banned:

Operating gambling sites
Affiliate marketing for gambling
Promoting gambling to Chinese citizens
Payment processing for gambling

Enforcement:

Active and aggressive
Prison sentences for serious violations
Financial penalties
Cooperation with international authorities

For affiliates:

Do NOT target Chinese audiences
Geo-block Chinese IPs
Do not accept Chinese-language content requests for gambling
Avoid payment relationships with Chinese entities for gambling

No gray area here. China is a clear no-go.

United Arab Emirates

Status: Completely banned (Islamic law)

The details: UAE prohibits all gambling under Sharia-influenced law. No exceptions, no gray areas.

What's banned:

All gambling activities
Promoting gambling
Facilitating gambling

Penalties:

Imprisonment possible
Deportation for expatriates
Financial penalties

For affiliates:

Do not target UAE residents
Geo-block UAE traffic
Do not register businesses in UAE for gambling affiliate purposes

Other Highly Restricted Markets

Saudi Arabia: Complete ban, severe penalties Iran: Complete ban North Korea: Complete ban (obviously) Pakistan: Mostly banned with limited exceptions Singapore: Heavily restricted, licensed operators only Indonesia: Banned under Islamic law

Key Questions to Determine Your Legal Position

Ask yourself these questions:

1. Are you promoting licensed operators?

Why it matters: Promoting licensed operators provides legal cover. If the casino is licensed and you're just marketing, liability shifts away from you.

Best practice: Always verify casino licenses. Check with:

Malta Gaming Authority (MGA)
UK Gambling Commission (UKGC)
Curacao eGaming
Gibraltar Regulatory Authority
Isle of Man Gambling Supervision Commission

2. Where is your audience?

Why it matters: Targeting banned jurisdictions creates legal exposure even if you're located somewhere permissive.

Best practice:

Know your traffic sources
Implement geo-blocking for highly restricted markets (China, UAE)
Include jurisdiction disclaimers
Don't actively market to prohibited regions

3. Are you incorporated?

Why it matters: Operating as a sole proprietor means personal liability. A corporate structure (LLC, Ltd, etc.) provides separation between business and personal assets.

Best practice:

Form an appropriate business entity
Consult with a business attorney
Consider jurisdiction for incorporation (Malta, Gibraltar, and Isle of Man are popular for gambling-adjacent businesses)

4. Do you handle money?

Why it matters: There's a big difference between "sending traffic for commission" and "processing gambling transactions."

Risk spectrum:

Lowest risk: Affiliate links only, paid by operators
Medium risk: Running a gambling-related information business
Higher risk: Any involvement in payment processing
Highest risk: Operating a casino or handling player funds

Compliance Best Practices (Regardless of Jurisdiction)

These practices protect you everywhere:

Only promote licensed casinos

Legitimate licenses from recognized jurisdictions (Malta, UK, Gibraltar, Curacao) provide a layer of legal protection. You're marketing a legal business, not facilitating illegal gambling.

Clear age restrictions

Every piece of content should include:

18+ or 21+ warnings (jurisdiction-dependent)
No targeting of content to minors
Age verification mentions

Responsible gambling disclaimers

Include on every page:

Links to problem gambling resources
"Gambling can be addictive" warnings
Encouragement to set limits
Self-exclusion information

Transparent affiliate disclosure

FTC rules (US) and similar regulations elsewhere require clear disclosure. See our complete FTC disclosure requirements guide.

Geo-blocking for restricted countries

Implement technical measures to block traffic from prohibited jurisdictions. This demonstrates good faith compliance efforts.

For a detailed walkthrough of all compliance requirements, see our casino affiliate compliance checklist.

If You're in the United States: Detailed Guidance

Since many affiliates are US-based, here's additional US-specific guidance:

The legal landscape

Federal Wire Act doesn't clearly prohibit affiliate marketing. It targets gambling operators, not marketers. No affiliate has been prosecuted under federal gambling laws.

State laws vary wildly but focus on operators, not affiliates. Even in states where online gambling is illegal, marketing it from that state is a gray area that hasn't been tested.

Practical approach

Option 1: Legal state focus Promote state-licensed operators (DraftKings, FanDuel, BetMGM, Caesars) to residents of legal states. This is the safest approach with the lowest legal risk.

Option 2: Crypto casino focus Promote crypto casinos, which operate in a regulatory gap. Add disclaimers about checking local laws. This is common and widely practiced.

Option 3: Offshore promotion with disclaimers Promote offshore casinos with clear disclaimers. Higher risk but common practice. No enforcement history.

Tax compliance (non-negotiable)

Regardless of the casino's location or legality, your income is taxable. This is where US affiliates actually get in trouble—not gambling law violations, but tax issues.

Requirements:

Report all affiliate income on tax returns
If paid in crypto, report fair market value at receipt
Track cost basis for any crypto held
Consider quarterly estimated payments
Work with a tax professional familiar with affiliate/crypto income

See our detailed crypto affiliate tax guide for more information.

Advertising and Platform Regulations

Beyond country-level legality, you need to understand gambling advertising regulations on specific platforms.

Google:

Gambling ads require certification
Many jurisdictions prohibited
Organic content less restricted than paid

Facebook/Instagram:

Written permission required for gambling ads
Strict targeting requirements
Organic content subject to community guidelines

Twitter/X:

Pre-authorization required for gambling ads
Some markets prohibited

YouTube:

Must comply with local laws
Disclosure requirements
Age-gating important

TikTok:

Generally prohibits gambling promotion
High account risk for gambling content

Structuring Your Business for Compliance

Consider these structural elements:

Business entity

An LLC or corporation provides:

Liability protection
Tax flexibility
Professional credibility
Separation of personal and business assets

Jurisdiction selection

Popular jurisdictions for gambling-related businesses:

Malta: Industry hub, clear regulations, favorable tax
Gibraltar: Established gambling jurisdiction
Isle of Man: Favorable for gambling businesses
UK: If targeting UK market primarily
US (Delaware/Wyoming LLC): Simple, flexible, tax-efficient

Banking relationships

Gambling-adjacent businesses often face banking challenges:

Disclose business nature upfront
Consider gambling-friendly banks
Crypto payment acceptance reduces banking dependence
Have backup payment processors

Record keeping

Maintain detailed records of:

All income by source
Compliance efforts
Licensing verification for promoted casinos
Geo-blocking implementation
Disclosure placements
Responsible gambling content

What Happens If You Violate Regulations?

Understanding consequences helps assess risk:

Low-risk violations (disclosure, minor advertising issues)

Warning letters
Required corrective action
Platform account suspension
Rarely: Small fines

Medium-risk violations (promoting to restricted jurisdictions)

Account terminations
Payment withholding
Cease and desist letters
Moderate fines possible

High-risk violations (operating in prohibited markets like China)

Criminal prosecution possible
Significant fines
Asset seizure
Imprisonment (severe cases)

Tax violations (any jurisdiction)

Penalties and interest
Audit and back taxes
Criminal prosecution for willful evasion
This is where people actually get in trouble

Common Mistakes That Get Affiliates in Trouble

Be aware of mistakes that get casino affiliates in trouble:

Ignoring tax obligations - The most common actual legal problem
No disclosure - FTC enforcement is real
Targeting minors - Serious legal and ethical issue
Promoting unlicensed casinos - Reduces your legal protection
Ignoring geo-restrictions - Creates unnecessary exposure
Misleading advertising - ASA, FTC, and other regulators act on this
No responsible gambling content - Required in many jurisdictions

Programs That Make Compliance Easier

Some affiliate programs actively support compliance:

PureOdds provides:

Clear terms and conditions
Transparent operations
Compliance guidance for affiliates
Proper licensing
Responsible gambling resources

When evaluating programs, consider their compliance support as a selection criterion. Programs that help you stay compliant are better long-term partners.

Bottom Line

The answer to "Is this legal?" is almost always "It depends."

Where it's clearly legal: UK, Malta, most of EU, Canada - follow local rules and you're fine.

Where it's gray: US, India, Brazil - proceed with awareness, focus on tax compliance, use disclaimers.

Where it's clearly illegal: China, UAE, most Middle East - don't target these markets, period.

Universal advice:

Consult a lawyer in your jurisdiction
Pay your taxes (this is where people actually get in trouble)
Operate transparently
Promote licensed casinos
Include proper disclosures
Add responsible gambling content
Geo-block prohibited jurisdictions

This isn't legal advice. When in doubt, get professional guidance specific to your situation. But for most affiliates in most jurisdictions, operating transparently and compliantly makes casino affiliate marketing a viable, legal business model.

Understanding gambling advertising regulations is equally important once you start promoting.