Advertiser Disclosure | CasinoAlpha UK

How We Make Money

CasinoAlpha operates as an affiliate marketing entity under Extremoo Marketing SRL. Extremoo’s company registration number is J23/6289/2017 with the VAT code RO38630895, under the Romanian economic legal framework. Our business model allows us to earn referral commissions from casino operators when you, the user, sign up through our links.

Our business model centres on earning referral commissions from UKGC-licensed casino operators when British readers sign up through our links and meet specific activity thresholds defined by partnership agreements.

If you click on one of our links from any UKGC operator that we list, we might receive a commission. The amount we might receive is different from casino to casino. The range from fixed Cost Per Acquisition CPA fees to Revenue Share percentages based on operator earnings.

Our affiliate status is fully disclosed on every page containing casino links, as part of our commitment to ASA Code requirements. You’ll find our disclosure messages before we present you with the promotional content, so you are informed before you start either browsing or playing.

How Do Affiliate Links Work?

When you click a casino link on CasinoAlpha UK, a precise technical process starts. A data file, commonly known as a “tracking cookie”, is placed in your browser, carrying a unique tracking ID. Besides this ID, a unique timestamp and referral source are also added to your browser.

Such tracking cookies remain active from 30 to 90 days in your browser, which is a standard period of time for online affiliate links. During this time, if you sign up as a new user via our link, the casino knows you came from our casino reviews, and your presence and plays are added to the amount that represents our commission total.

Commission totals only activate when you complete certain criteria, like making a casino payment above a required minimum, or you have completed placing a specific number of bets, wagering a specific amount of money.

All these moves do not bring you any additional cost, nor do they incur any extra fees to your casino spending. Casino costs remain identical whether you access directly or through our referral links.

What This Means for You

Our business model presents users with detailed and honest United Kingdom casino reviews. We create these casino analyses by using the funds we receive from the UK operators with whom we have financial deals.

All the content on CasinoAlpha UK is free and fully accessible to you. We have hundreds of casino reviews, and casino comparison or analysis articles, all created by our expert authors.

For us to continue to make our business sustainable, we rely on you, the user, and your trust.

If we recommend poor UK casinos for commission gain, users leave, and revenue disappears. Because we want to avoid that, we strive to make fair assessments and give you honest casino recommendations. We serve your interests as a UK gambler and make our business viable.

Using our 47-factor methodology when making casino reviews, you can avoid the UK casinos we flag as problematic or unfair.

Our Editorial Independence

At CasinoAlpha UK, we strictly separate between commercial partnerships and editorial operations, as part of our commitment to the ASA guidelines for editorial independence. Led by our CEO and Chief Editor, Tudor Turiceanu, we hold the final say in our casino ratings, casino reviews and any related content. The commercial team we have does not affect the conclusions that our casino review experts come up with.

We maintain documented proof of independence, including rejected partnership offers from UK operators failing quality standards despite offering substantial commission increases. We have published bad reviews of UK-based partners who have been paying significant amounts in our deals. We have a proven track record of resisting the financial pressure to unorganically improve the scores that we give.

Every UKGC-licensed casino you see posted on CasinoAlpha UK is analysed from the point of view of 47 factors, in categories like gambler security (particularly GAMSTOP partnership integration), payment options (focused on the UK’s most used payment gateways), casino bonuses that are within the imposed UKGC limits, game variety, customer support and the casino site’s user experience. The team of reviewers is not aware of the exact sums of the commissions we receive, minimising bias, and following the ASA objectivity requirements.

Commissions Received Do NOT Influence Our Ratings

Some of our UKGC-licensed casinos with the highest ratings are not our affiliate partners. On the other hand, some of our highest payest partners have medium or even low ratings. You can check this distribution and the differences between our editorial outcomes and our financial gain.

All casino reviews are created by 2 members of our team and vetted by our Chief Editor. In this process, we look to see if the ratings correctly match the documentation we created when we tested the UK casinos with a normal player account. The tests we completed are above the financial incentive we receive, and the editorial conclusions are more important than any revenue change.

We’ve declined offers from UKGC casino operators that proposed premium commission in exchange for high ratings or preferential placement in our UK casino ranks. This proves our editorial standards are above any financial deal that might be in our immediate advantage.

Our Relationship with UK Casino Operators

We can partner with UKGC-casino operators that create specific and unique affiliate links with us, as long as the technicalities and deals follow the UKGC guidelines. Any partner and any proposition cannot influence the averages we give as casino ratings. The same applies to positive comments, their requests for us to delete negative information, or any other means to circumvent our editorial independence in any manner.

The UK casinos’ partnership managers only have access to our commercial representatives. There is no direct line of communication between them and our casino reviewers. The writers and editors work independently of any financial deal or negotiation. Technical inquiries, like game counts, UKGC licence verification, and GAMSTOP integration checks, occur through formal channels checks.

If one active partner fails to follow the UKGC directives or decrease the quality of their service to what we consider subpar, we terminate the partnership until the appropriate changes are made. We only reactivate our texts after we have completed the re-review of the UK casino again, using the same methodology.

What We DON'T Do

These are the prohibited practices that we do not engage in, in order for us to maintain and follow UKGC compliance.

1. The placement of UK casino brands on our site is not bought. Our methodology decides that, not the payment we receive.
2. Positive comments and/or ratings cannot be bought, either.
3. If the commission increases but the service stays the same on your side, our rating will not increase. Financial gain does not change our ratings. Neither does financial loss.
4. We always disclose the financial deals we have, and we will never hide that from you.
5. We use the same testing methodology for UK casinos that are our partners and for UK casinos that have no partnership or relationship to us.
6. If we have a negative review or conclusion about a casino brand, we will always publish it until we have seen that they have fixed the issue we uncovered.

These rules are enforced when content is created and when the editorial team oversees the content creation through peer reviewing the documentation and the final cut of our texts. No exception can violate these principles.

How Our Independence Benefits You, the UK Gambler

By continuing to work in an objective, fact-based manner, you get the following benefits when you use our UK service.

You Have Access to Honest Warnings

If there is any danger to you, we will warn you of the potential dangers of a UK casino, even if they are our partner. These signs can be varied, from payment delays, unfair bonus terms, poor customer service, GAMSTOP integration issues, and UKGC licence condition breaches. Our main mission is to protect the British players who use our service.

We Focus on Quality

Our recommendations have your player safety as the forefront, by checking UKGC compliance, bonus terms, advertising standards, and gameplay quality. These are more important to us than the financial gain we have from a paying UK casino partner.

We Look for Long-term Value

The way we conduct our business and the way we write our content has stayed consistent over the years. We strive for a long-term approach where you check in with us to get the best deals. We won’t mislead you because if you stop trusting our opinion, our business model will fail.

UKGC Compliance

The most important part of our casino evaluation is to see if the UK casino site has an active UKGC license. This applies to any casino you see listed on our site. If a site fails to meet the regulatory standards, we do not publish it on our site.

CasinoAlpha’s Regulatory Compliance

There are four main sources of regulatory compliance directives that we use when creating our UK analysis.

UK Gambling Commission& Its Requirements

CasinoAlpha UK complies with UKGC advertising and marketing standards for affiliate businesses. This means that we disclose all the data required, we do not engage in misleading advertising, and we are committed to creating a socially responsible marketing environment, under the requirements of Licence Condition 5 (which details the Advertising procedures accepted).

ASA Guidelines

When we disclose information that you have to know about, we follow the Advertising Standards Authority’s UK Code of Non-broadcast Advertising and Direct & Promotional Marketing. These directives are adapted to gambling affiliate marketing. We clearly mention the commercial relationship and affiliate status between us and any UK casino operator.

UK Consumer Protection Act

We comply with UK Consumer Protection, particularly the Consumer Rights Act of 2015 and Consumer Protection from Unfair Trading Regulations of 2008. Both laws assure that affiliates like us offer honest and transparent data about their commercial deals with partners.

Data Protection

Our cookie usage and tracking practices comply with UK GDPR and Privacy and Electronic Communications Regulations, also known as PECR, for short, with full disclosure in our Privacy Policy.

Updates to This Policy

Last Updated: 2025

Review Schedule

We update this policy every year, depending on how we change our business model, on how the UK gambling requirements are updated, on the UKGC guidelines, or how we change our decision-making when it comes to the affiliate partnerships we have.

We monitor UKGC consultations, ASA rulings, and UK advertising standards developments, updating this policy to maintain compliance with UK gambling advertising regulations.

UKGC Complaints: For concerns about UKGC-licensed operators, visit www.gamblingcommission.gov.uk, and redirect your questions to their “Complaints” centre.

Policy Authority: Maintained by Extremoo Marketing SRL under UKGC, ASA, and UK consumer protection law compliance.