Affiliate Disclosure

Last updated: 26 April 2026

Fortunica Casino UK is a free-to-read review site funded by affiliate commissions. This page explains exactly how that works, what it means for our reviews, and why the commercial model does not get to override editorial judgement. Worth reading once if you've never looked into how casino affiliate sites actually make money — there is a lot of misinformation about it on both sides of the conversation.

How we make money

The reviews and guides on this site cost you nothing. There is no subscription wall, no email gate, no premium tier. The site pays for itself through commissions paid by the casinos we link to.

The mechanism is straightforward. Every "Sign up", "Get bonus" or "Play now" button on a casino review page contains a tracking parameter — usually a cookie or a server-side click ID — that identifies the click as referred from Fortunica Casino UK. If you click through and subsequently register or deposit at the casino, the operator's affiliate platform records the referral. The casino then pays us a commission according to the affiliate agreement we have with them.

Two main commission structures exist in this market:

• Cost Per Acquisition (CPA) — a one-off payment, typically £40 to £150 for a UK player, when a referred user makes their first qualifying deposit. The amount depends on the operator and the deal we negotiated.
• Revenue Share — a percentage of the operator's net revenue from each referred player, typically 25% to 45%, paid for as long as the player remains active. "Net revenue" means the player's net losses minus operating costs the casino is allowed to deduct.

We use both models, sometimes a hybrid (a small CPA plus reduced revenue share). The choice of model varies by operator and is invisible on the front end — the reader gets exactly the same bonus, the same terms and the same conditions whether they sign up through us or directly. Our commission costs you nothing. The casino covers it from its own marketing budget.

Does it influence the review?

This is the question that matters, and the honest answer takes more than a sentence.

The structural answer is no. The editorial team — Oliver and the freelance contributors — does not see the commission breakdown when reviewing a casino. The 8-criterion rating system on How We Rate applies the same weights to every operator regardless of partnership status. We have published low ratings for affiliated casinos and we have given high marks to operators we have no commercial relationship with at all.

Receipts of that, since the question deserves them. In the past twelve months we have:

• Re-rated three partner casinos downward after re-tests showed deteriorated withdrawal performance — two of them moved out of our recommended list entirely.
• Refused four partnership offers from operators that asked, in writing, for a "minimum 4-star rating" or input into review wording. Those requests went into a private log we keep for accountability and would share with a regulator on request.
• Published a critical review of an operator we were partnered with that had a public complaint about delayed bonus credits. The partnership ended a week later, on their initiative. We did not change the review.

The honest qualifying answer is that any commercial relationship creates a directional pressure, and pretending otherwise would be naive. What matters is what happens when that pressure pushes against the rating. Our editorial process is built specifically so the rating wins. The rules — testing methodology, scoring rubric, factual verification, separate commercial and editorial workflows — are documented on the Editorial Policy page.

How to spot an affiliate link

British advertising standards (the CAP Code, enforced by the ASA) and the FTC's international equivalents both require affiliate relationships to be disclosed clearly. Specific signals on this site:

• The "Sign up", "Get bonus" and "Play now" buttons all link via /go and contain tracking parameters. Their target is the casino's site, opened in a new tab.
• This page (/affiliate-disclosure) is linked from the footer of every page.
• Every casino review carries a one-line disclosure note before the table of contents.
• The site footer disclaimer states that affiliate links exist and may earn us a commission.

You are always free to ignore our links and go to a casino directly. We don't lock content behind clicks, we don't redirect you against your will, and the bonus is identical either way. The only difference is whether we get paid for the introduction.

What we commit to

Five practical commitments that turn the principle of "editorial independence" into something verifiable.

• Named bylines and verification dates. Every review states who wrote it and when the figures were last verified. The author is accountable for the content; the date tells you how fresh it is.
• One scoring rubric, applied universally. The 8-criterion weighted system on How We Rate is the only system we use. It is not adjusted for partner casinos.
• Updates when conditions change. If a casino cuts its bonus, drops a payment method, or has its licence reviewed, the review gets updated within 14 days of us learning about the change.
• Negative findings stay published. When a review identifies a problem — slow KYC, awkward bonus terms, poor support response times — we don't quietly delete the review when the operator complains. We update it if the problem is fixed.
• Visible commercial-content marking. If we ever publish content that is sponsored — i.e., commissioned and paid for by an operator — it will be clearly labelled "Sponsored" and the labelling will be at the top of the page, not buried in the small print. We currently publish no sponsored content; if that changes we will tell you.

Regulatory framework

This disclosure is written to satisfy:

• The UK Code of Non-broadcast Advertising (the CAP Code), section 2 on recognition of marketing communications, enforced by the Advertising Standards Authority. Non-compliant disclosures can result in adverse ASA rulings and Google removing the page from search results.
• The Gambling Commission's Licence Conditions and Codes of Practice (LCCP) social-responsibility provisions on affiliate marketing. Operators are accountable for the affiliates they work with; affiliates are expected to maintain standards equivalent to the operator's own.
• The CMA's guidance on hidden advertising for online platforms.
• Where applicable, the US FTC's 16 CFR Part 255 on endorsements and testimonials, as a courtesy to international readers and journalists.

If you spot anything on the site that you think falls short of these standards — an undisclosed link, an unclear button, sponsored content that isn't labelled — please write to [email protected] or via our Contact Us page. We take advertising-standards complaints seriously; they go to the top of the editorial inbox.

Broader questions about how reviews are produced and updated belong on the Editorial Policy page. The commercial-firewall question is also covered there in the section on the relationship between editorial and partnership teams.