Code of Advertising

The goal of self-regulation

The goal of self-regulation is to create an environment where gambling marketing is conducted responsibly, transparently, and ethically, while also enabling effective collaboration between operators, marketing partners, and other stakeholders in the digital space.

What advertising self-regulation means

Advertising self-regulation means that advertising is not regulated by the state, but the industry itself sets the rules. These rules are expressed in the Advertising Code.

It does not replace legislation but complements it with ethical standards that the law does not cover.
It is flexible and can quickly adapt to changes in the market and the media environment.
The main advantage is the ability to respond rapidly to new trends and marketing practices.

More information about advertising self-regulation in the Czech Republic is also available on the website of the Advertising Council (RPR), which oversees compliance with the Code.

More information: www.rpr.cz

Compliance with the Code is monitored directly by the public through complaints submitted to the RPR. Complaints can be filed by any natural or legal person, as well as by state or other authorities.

Members of the Advertising Council for the gambling sector are

Institute for Gambling Regulation (IPRH)
Allwyn Česko a.s. (SAZKA a.s.)
Asociace provozovatelů kurzových sázek (Tipsport.net a.s., FORTUNA GAME a.s., CHANCE a.s.)
Kaizen Gaming CZ Ltd. (Betano)
Tipsport.net a.s.

Gambling Advertising Code

Effective from September 1, 2025

The Code sets rules for responsible, transparent, and ethical promotion of gambling, complements legal regulation, and helps prevent problematic marketing practices.

Special emphasis is placed on:

protecting minors,
preventing irresponsible gambling,
promoting responsible communication with consumers.

What the code regulates

The Code sets rules for various forms of advertising and marketing communication in the gambling sector, in particular:

general principles of responsible advertising,
protection of minors,
content rules for advertising messages,
rules for online promotion and influencer marketing,
restrictions on outdoor advertising,
rules for affiliate marketing and cooperation with marketing partners.

The purpose of these rules is to ensure that gambling advertising is socially responsible, non-misleading, and does not create unjustified incentives to participate in gambling.

Download the code

Download the Code of Advertising

Documents for Download

Overview of the Legislative Framework Recommendations of the European Commission EGBA Code of Ethics IGRG Code for Socially Responsible Advertising Responsible Influencer Marketing

Section for Affiliate Partners

These pages also include a dedicated section for entities that promote gambling through affiliate marketing.

Affiliate partners will find:

rules for ethical promotion of gambling,
an explanation of the requirements of the Advertising Code,
a registration form for affiliate partners.

After completing the registration form, the registered entity will receive detailed information on the rules for promoting gambling and access to an e-learning course on ethical advertising.

Upon completing this training, the entity will be added to the list of registered affiliate partners.

This list serves gambling operators as an indication that the partner:

is familiar with the rules of the Advertising Code,
understands the requirements of the Advertising Code,
and can be considered a trusted marketing partner.

Registration Process and Inclusion in the List of Registered and Trained Affiliate Partners

Affiliate Partner Registration and Whitelisting Process

1. Affiliate partner registration

↓

2. Completion of mandatory training

→

3. Listed as a registered and trained partner

→

Has the Advertising Code been breached?

YES

The affiliate partner is notified of the breach and asked to correct it

→

Correction period: 7 days

→

Has the issue been corrected?

YES

Cooperation continues without interruption

Removed from the list of registered and trained partners

→

Operators are informed

→

Cooperation is terminated

If the issue is corrected after the deadline

→

New registration required

→

Training must be completed again

→

Listed again as a registered and trained partner

Overview of the registration, review and possible removal process for affiliate partners under the Advertising Code.

Why Join the Advertising Code?

Greater credibility with users, partners, and regulatory authorities
Clear rules for affiliate marketing in the gambling sector
Differentiation from unethical and short-term practices
Support for market development and a responsible approach to advertising

An affiliate partner is required to comply in particular with the following rules:

Do not promote illegal gambling or illegal operators, and do not cooperate with them.
Do not use gambling streaming on publicly accessible platforms; streaming is only allowed on the website or in the app of a legal operator after logging into a user account with age verification.
Do not use influencers, streamers, publicly known persons, or other partners for impermissible calls to action, i.e., direct or indirect invitations to register, place a bet, play, or use a bonus or promo code, whether verbally or visually.
Do not communicate bonuses, promo codes, or other incentives to play in violation of the Advertising Code and legal regulations.
Comply with the rules of affiliate marketing according to the Advertising Code, including registration, training, and providing information on responsible gambling.