Marketing Guidelines

Last Updated: August 2022

As you may be aware, compliance with advertising rules is a legal and licensing requirement. As an Affiliate of PPB, any advertising you do on our behalf must adhere to advertising requirements at all times.

We have created this document to educate our partners on the current ‘DOs and DON'Ts when promoting PPB. We also wish to remind you of your obligations under the terms of our Affiliate agreement regarding the promotion of both brands.

We want to ensure that none of your advertisements on behalf of PPB are in any way misleading to customers so please familiarise yourself with the requirements outlined below and save this document for future reference.

If you are in doubt regarding your obligations under our Affiliates agreement or under the relevant legal requirements, please don’t hesitate to contact your account manager or reach out to us at: Sports.Partnerships@betfair.com

Flutter UK & Ireland Marketing Guidelines for Third Parties
Flutter UK & Ireland is a division of Flutter Entertainment Plc and consists of 3 separate brands: Paddy Power, Betfair or Sky Betting & Gaming products, (each a “Flutter Brand”, together the “Flutter Brands”). Flutter UK & Ireland is committed to socially responsible practice. These guidelines set out the standards expected for all third-party partners of Flutter UK & Ireland and apply to all Flutter UK & Ireland advertising.

Please ensure you familiarise yourselves with the guidance provided below, as a failure to comply is likely to result in the termination of our agreement with you.
CAP Code Compliance
- All advertisements must comply with the Committee of Advertising Practice Advertising Codes (“CAP/BCAP Code”) and the Industry Group for Responsible Gambling Advertising Code (“IGRG Code”). Creative assets and significant conditions provided by Flutter brands are designed to comply with the Codes.
- All significant conditions provided by any of the Flutter Brands must be shown prominently in any advert created by you. ‘Hover-over’ or ‘ticker-terms’ are not acceptable. Full terms must be presented no further than one click away.
- From 1st October 2022, gambling adverts are no longer permitted to feature popular personalities or characters who are likely to be of influence to under 18s; or creative techniques closely connected with youth culture, like cartoons or content linked to activities which are very popular with children or young people. Flutter Brand creative supplied to you is designed to be compliant with the updated CAP Code.
  Any creative/images produced by you for use in an advert of a Flutter Brand should not feature any animation, sportsperson, specific stadium or sports team/club unless this has been pre-agreed with your Flutter programme manager.
- Any Creative/images produced by you promoting Flutter UK & Ireland products or services should be submitted to your Flutter Brand programme manager for approval before it is published, irrespective of whether such imagery is used.
Direct Marketing/SMS
- Flutter Brands should not feature in any direct e-mail campaigns, nor any direct mail campaigns to consumers’ homes. Flutter Brands should not feature in any SMS campaigns.
Social Media (organic)
- Account profiles must include 18+ messaging and, wherever possible, a social responsibility message. (For example, ‘gamble responsibly’.)
- Only Creative assets supplied or pre-approved by Flutter UK & Ireland may be used.
- Key terms supplied by Flutter Brands must be provided within the post and the full relevant T&Cs must never be more than one click away. Key terms do not need to be replicated in a tweet/post if they are already clear from the asset supplied or approved by Flutter brands. If in doubt as to what information should be included in a post please seek advice from your Flutter brand Programme Manager.
Twitter
- Flutter UK & Ireland understand that tweets carry a character restriction. Despite this, key terms supplied by Flutter Brands must be included in the tweet itself unless a creative asset featuring all key terms is shown.
Snapchat
- Snapchat filters must not be used.
Instagram
- Ads including an offer or promotion may be only be shown where a link to full T&Cs can be included. (For example, Instagram stories.)
Social responsibility messaging
All social media accounts featuring Flutter Brand content should endeavour to post information about responsible gambling on a regular basis. (Frequency to be discussed with your Flutter Brand programme manager.)
Social Media (Sponsored)
Flutter Brands must not appear in any sponsored (paid) social advertising without the prior consent of your Flutter Brand programme manager. All creative must be created by Flutter UK & Ireland or pre-approved by your Flutter Brand programme manager and must comply with all other relevant sections of these guidelines.

At all times, all available age-gating options must be used to target ads in a socially responsible manner.
Facebook
- Facebook offers the ability use interest based targeting to build an audience through the selection of interests more likely to appeal to adults and the deselection of interests more likely to appeal to under 18s. Both options should be used for any Flutter Brand campaign.
- Ads must be targeted at 18+ at all times.
Twitter
- Flutter UK & Ireland understand that tweets carry a character restriction. Despite this, key terms supplied by Flutter Brands must be included in the tweet itself unless a creative asset featuring all key terms is shown.
- Ads must be targeted at 25+ at all times.
- Interest based targeting must be used to target ads towards adults.
- Twitter’s keyword exclusion tool must be used.
Snapchat
- Snapchat filters must not be used.
- Ads must be targeted at 18+ at all times
- Interest based targeting must be used to target ads towards adults.
Instagram
- Ads including an offer or promotion may be only be shown where a link to full T&Cs can be included. (For example, Instagram stories).
- Instagram offers the ability use interest based targeting to build an audience through the selection of interests more likely to appeal to adults and the deselection of interests more likely to appeal to under 18s. Both options should be used for any Flutter Brand campaign.
- Ads must be targeted at 25+ at all times.
Youtube
- Ads must be targeted at 25+ at all times
- Interest based targeting must be used to target ads towards adults
- YouTube’s keyword exclusion tool must be used
Other Social Media
The use of any other social media platforms must be discussed with your Flutter Brand programme manager prior to proceeding.

Full details of how a sponsored social media campaign has been targeted must be retained for a reasonable period and must be supplied to your Flutter Brand programme manager upon request.
Advertorials
Use of advertorials and editorials is strictly prohibited without the prior approval of your Flutter Brand programme manager. Any advertorial or editorial content approved by Flutter UK & Ireland must be fully compliant with the Committee of Advertising Practice Code (CAP) and clearly marked as an advertisement or promotional feature in the manner prescribed by your Flutter Brand programme manager. All material and consumer signposting must be approved by your Flutter Brand programme manager beforehand.

All advertorials must be deleted within one month of publication to ensure live content remains compliant with current advertising code requirements.
PPC campaigns
Flutter Brands do permit selected partners to run paid search campaigns on our behalf. However, such campaigns should not proceed without the prior consent of your Flutter Brand programme manager. The Flutter Brand negative keyword exclusion list must be used in any campaign. This exclusion list will be comprised of keywords supplied by Flutter UK & Ireland and the industry exclusion list required to comply with the IGRG Code. This exclusion list may change from time to time and any new exclusion lists received from your Flutter Brand programme manager must be incorporated into campaigns with immediate effect.

Any exclusion list shared with you must be treated in the strictest confidence and must not be shared externally.

Any PPC ads produced must include 18+ and safer gambling messaging within the core format of the ad.

Flutter does not permit bidding on Flutter Brand terms and Flutter Brand names must not be used in any PPC campagn. This includes any manipulation of Flutter Brand names. (For example, ‘Paddyp0wer’ or ‘Betf@ir’.)
‘Pop-under’ campaigns
Flutter Brands do not permit pop-under activity of any kind.
Domain names/URL
Flutter Brands do not permit pop-under activity of any kind.
Influencer Advertising
No influencer advertising should take place without the prior consent of your Flutter Brand programme manager.

When considering the use of specific influencers, Flutter Brands will consider the audience demographic of each influencer, as well as the content featured on their social media pages and any recent or current endorsements the individual influencer has received. If this information is not supplied then Flutter UK & Ireland will be unable to approve the use of an influencer as it cannot be demonstrated they do not have strong appeal to children. Influencers from reality TV programmes popular with children or young persons will not be approved. The platforms which will be used must be agreed with your Flutter Brand programme manager prior to publication.

Influencer content must be pre-approved by your Flutter Brand programme manager to ensure compliance with these guidelines and must be clearly marked as an advertisement through use of the term ‘#ad’. This term must be displayed prominently at all times.

Approved influencers may only produce organic content and may not produce sponsored/paid ads for any Flutter Brand.
Voucher sites
Flutter Brand adverts should not appear on voucher sites without prior consent. Creative assets used must be supplied or approved by Flutter Brands. Advertisements must be clearly identifiable as such, with full T&Cs presented no more than one click away. Flutter Brand names should not appear in the ‘from’ field for any direct communications sent on behalf of the site.
Calls to Action (“CTA”)
Flutter Brand adverts must not include the words “Now”, “Today” or any such alternative that could be considered to be limited by time, or imply impulsiveness or urgency within calls to action contained within the advertisement. Flutter UK & Ireland recommend that “Here” is used as an alternative e.g. “Bet Here”, “Join Here” etc. If you wish to enquire about alternative wording then please contact your Flutter Brand programme manager.
In-app Campaigns
Flutter Brands do permit selected partners to conduct in-app campaigns using material pre-approved and supplied by Flutter UK & Ireland. However, such campaigns should not proceed without the prior consent of your Flutter Brand programme manager. Flutter UK and Ireland’s standard requirements are:
- Flutter Brand advertisements may not be featured in any application with a PEGI rating of under 18+;
- Flutter Brand advertisements may not be featured in any application which features simulated gambling activity, (For example, free Penny Falls, Free Poker etc.);
- Flutter UK and Ireland’s negative keyword exclusion list must be used in any campaign. This exclusion list may change from time to time and any new exclusion lists received from your Flutter Brand programme manager must be incorporated into campaigns with immediate effect. Any exclusion list shared with you must be treated in the strictest confidence and must not be shared externally;
- Interest based targeting must be used wherever available to target Flutter Brand adverts responsibly in all cases
Media Buying
Flutter UK & Ireland have made the decision not to engage in any media buying unless a set domain list can be provided of exacly where Flutter Brand advertising appears. This list should be updated and resubmitted on a monthly basis and any new additions must be submitted to your Flutter Brand programme manager prior to use. Flutter UK & Ireland may require data regarding audience demographic for each site used.

If consent for this activity is approved by your Flutter Brand programme manager then only creative provided by Flutter should be used. Media buying through an ad-exchange programme is prohibited.
Copyright infringement
Flutter Brand adverts must only be placed on legitimate websites (not copyright infringing sites). Flutter UK & Ireland carries out regular monitoring of websites that provide access to copyrighted material, (as determined by the City of London Police). In addition, Flutter Brands must not feature on any site connected with under 18s, youth culture, alcohol or sites connected with/which promote violence/acts of terrorism or pornography.
Tipping Sites
Flutter Brand advertisements should not appear on any tipping site without the prior consent of your Flutter Brand programme manager. Content published on tipping sites or pages should not indicate that past winnings are indicative of future success or imply that success is guaranteed. Partners must not present tips as a solution to personal or financial concerns. Results must only ever be displayed when accurate and must not be manipulated in any way. Results should be proofed with a relevant independent party, i.e. the racing press or a solicitor, where possible.
Flutter UK & Ireland continually monitor compliance with these guidelines via a variety of methods. Any examples of non-compliance are likely to result in the immediate termination of our relationship with you. If you have any questions around how to comply please speak to your Flutter Brand programme manager.