Content standards

These are the standards every page on the site is written to. They sit alongside our editorial policy.

Plain English

We define jargon the first time we use it, prefer short sentences, and show the arithmetic rather than describing it. If a reader needs a dictionary to understand a page, the page has failed.

Honest treatment of risk

• We do not describe bonuses as free money, or gambling as a way to make money.
• Where a rule has an expected cost, we show it.
• We do not suggest systems, strategies or patterns that claim to beat the house edge.
• Every page carries responsible gambling information and an 18+ notice.

No pressure tactics

We do not use countdown timers, “only today” wording, or claims of scarcity. Calls to action are factual and clearly marked as leading to the operator's site.

Audience

The site is written for adults in the UK. We do not use imagery, characters or language designed to appeal to under-18s, and we do not target content at people who have self-excluded.

Advertising rules

Although the operator is not licensed in Great Britain, content aimed at UK readers is still written with the ASA's CAP Code in mind, including its rules on gambling advertising.

Accessibility

Pages use real headings, descriptive link text and tables with headers, so they work with screen readers and can be navigated by keyboard.

If we fall short

Standards are only useful if they are enforced. Any page found to breach them — an unhedged claim, a missing 18+ notice, wording that drifts towards pressure — is edited as soon as it is spotted, and the change is logged. Readers can flag a possible breach by email; we treat those reports in the same way as factual corrections and reply to say what, if anything, we changed and why.