Affiliate Disclosure: Which Links Pay Us, and Which Do Not
Some links on this site earn us a commission. Here is exactly which ones, and what it changes.
How we are paid
Where a link is marked as a commercial link, we may be paid if you open an account with that operator. You pay nothing extra and the odds you are offered are unaffected. We are not paid for a placement, a position in the table, or a favourable write-up.
What it does not change
The order of the register is set by the measured margin and nothing else. In the current study the dearest-priced operator in the table is a commercial partner, and it is published last because that is where the measurement puts it. If a commercial arrangement could move a row, the register would not be worth publishing.
The part worth noticing
We measure 18 operators and hold arrangements with 9 of them. Every operator we can link is therefore a commercial partner — that is a real pattern and we would rather name it than let you find it. What does not follow from it is which operators get written about: all 18 have a page carrying the same figures, the same per-competition table and the same regulatory record. These 9 simply have no link at the bottom of theirs, and earn us nothing:
Betfair Sportsbook · Unibet · 888sport · Paddy Power · Betano · Betway · Sky Bet · LiveScore Bet · Virgin Bet
The full reasoning, including the sampling method and the exclusion rules, is on the method page.
How the arrangement actually works
An affiliate arrangement pays a commission when someone opens an account and stakes through it. Payment is usually a share of the operator’s revenue from that account over time, or a one-off fee per account, depending on the deal. Neither structure gives an operator any say over what is written about it, and neither is contingent on a favourable review.
This matters because the incentive it creates is obvious: an affiliate paid on revenue has a reason to send people to the operator that makes the most money from them, which is not the same as the operator that charges the least. Ranking on measured price cuts directly against that incentive, which is why the ranking is separated from the commercial layer entirely rather than balanced against it.
No operator has been given sight of these figures before publication, and no operator has the ability to have a figure changed. If one asked, the answer would be to re-check the measurement against the stored capture — and to publish the result either way.
Advertising standards
Commercial links are marked where they appear rather than disclosed only here. Every operator linked holds a current Gambling Commission licence, and every page carries the 18+ statement and the free-help contacts. The subject of this site is what betting costs, and the figures are published so that cost can be compared.
Questions about how we are paid
Does a commercial link cost me anything?
No. You pay nothing extra and the odds you are offered are exactly the same as they would be if you went to the operator directly.
Can an operator pay to rank higher?
No. The order is produced by the measured margin. There is no placement to buy, and the operator currently ranked last in the study is a commercial partner.
Why review only operators you earn from?
Because a review takes work we cannot fund for every operator in the market. The measurement covers everyone we can sample regardless of any arrangement, and the operators we measure but do not review are named on this page.
Would you drop an operator that stopped paying?
It would lose its review page and its link. It would stay in the register on the same terms as every other measured operator, because the register is not a commercial document.
How do I tell which links are commercial?
They are marked where they appear, next to the link itself, rather than only disclosed on this page.