Last reviewed
The arrangement, in one paragraph
Every link on this site that takes you to a casino operator carries a tracking parameter. If you follow one and go on to open an account, that operator may pay Chip Route House a commission. You pay nothing extra, and the offer you receive is identical to the one you would get by typing the address into your browser yourself.
What commission does not buy
- A place on the list. Inclusion depends on holding a Great Britain licence and on there being something worth writing about. An operator cannot purchase an entry.
- A higher percentage. Scores come from the eight checks described in how we compare operators. Commercial terms are not one of them and never enter the calculation.
- Softer wording. Where a site is thin, the write-up says so — several on this page score in the seventies for exactly that reason.
- Advance sight of a review. No operator reads a write-up before publication or gets a right of reply built into it.
Where you will see this marked
Every operator card carries an Ad label alongside the 18+ and terms note. A disclosure block sits immediately above the list of operators on the homepage, and the site's independence and funding are stated in the header strip and in the footer of every page. The intention is that you never have to hunt for it.
Why an affiliate site can still be worth reading
The obvious objection is that a site paid by casinos will say kind things about casinos. It is a fair objection and the honest answer is structural rather than sentimental: this site's argument is that protection matters more than promotions, and the scoring is built on that. A comparison that flattered everyone equally would be useless to a reader and, before long, useless to us as well. The value here is in the differences we point out, and pointing them out requires being willing to mark a site down.
You are also free to ignore the links entirely. The operator names and domains are printed in plain text on every card. Type them in directly and this site earns nothing — the comparison is yours either way.
Tracking parameters
The strings you may notice in an outbound address — btag, affid, clickid, subid — are the attribution codes operators use to recognise where a visitor came from. They point at the operator's real domain, with no intermediate redirects, and they carry no personal information about you. The cookie policy covers what happens on the technical side.
Advertising standards
Gambling advertising in the UK is regulated, and the rules apply to affiliates as they apply to operators. We do not use urgency language, we do not describe an offer as free money or risk-free, we do not promise outcomes, and we do not present gambling as a solution to money problems or a route to social success. Anything aimed at under-18s is out of the question. If you think something published here falls short of that standard, write to editor@chiproutehouse.com and it will be looked at properly.