Affiliate Disclosure Statement
The way Paddy Power keeps the lights on is through affiliate partnerships with online casino operators. The paragraphs below describe how the arrangement actually works in practice, what it ends up costing the reader, and the safeguards built in to keep that revenue stream away from editorial decisions. Broader background about the people running the site can be found on the About page, and the marquee operator write-up is the Paddy Power Casino homepage itself. Readers already familiar with these disclosures elsewhere can skip to the closing summary for the differences specific to Paddy Power.
1. How Paddy Power earns revenue
The arrangement begins at the moment a visitor follows an affiliate link from Paddy Power across to an operator and registers an account on the operator's platform. At that point a commission becomes payable to Paddy Power, drawn entirely from the operator's own marketing budget rather than from the customer in any way, and bonuses, stakes or cashout speeds on the operator's platform stay completely unaffected. Two payout structures dominate the sector and Paddy Power participates in either depending on the deal: a one-off CPA (cost-per-acquisition) triggered when a qualifying registration is made, or a revenue-share model where a slice of net gaming revenue from that registered account is funnelled back to Paddy Power over the lifetime of the customer. None of this is visible to the visitor — the operator simply records that the new account arrived via a click originating on this site.
2. What it costs the reader
Zero. The visitor pays the same whether the journey to the operator runs through an affiliate link on this site, through a paid Google placement, or through a manually typed URL. Promotional offers behave the same way, stake sizes behave the same way, and withdrawal turnaround sits where it would on a direct visit. Where a partnership does change anything for the reader, it tends to be in the form of a bespoke welcome promotion attached to the affiliate landing page — slightly more generous than the default deal offered to walk-up traffic. In any review where such a bespoke offer applies, the review flags it openly so readers can decide whether to claim it.
3. Why this remains genuinely neutral
The honest framing is one of long-run audience economics. A review hub stays in business only by being broadly correct about which operators deserve a registration and which do not. Push partner ratings artificially upward, and within a quarter or two the audience that generates the traffic — and thus the commissions — has migrated to a more honest competitor. Over the longer horizon, the commercial logic of affiliate publishing converges precisely with the editorial logic: be truthful about which casinos are decent and which are not. The same scoring framework is applied identically across every operator put under the microscope, with or without a commercial tie. Partner brands at Paddy Power have ended up at six or below; brands without any commercial relationship have ended up at eight or above.
4. What "no influence on the review" means in practice
The principle breaks into three concrete operating rules. The first: partnership status is excluded entirely from scoring inputs — every one of the eight criteria is evaluated against observed performance and nothing else. The second: a partner relationship buys no softer framing — if a partner casino has slow withdrawal turnarounds, murky bonus small print, or a barely-populated live-dealer lobby, the review surfaces all of that under the appropriate criterion and the score reflects it. The third: operators receive no preview of content prior to publication, no pre-publication drafts cross their desks, and they encounter the final published copy on Paddy Power at the same moment as every other visitor.
Two supplementary rules cover how factual updates from operators are handled. Where an operator contacts the editorial address to report a specific factual error within a Paddy Power review, the underlying claim is verified, the correction is made if the claim is right, and a timestamped note describing the change is appended at the bottom of the page — and this process applies whether the operator has a commercial relationship with Paddy Power or none at all. Where an operator instead contacts us merely to complain that a low rating is "unfair" without producing a concrete factual error, the rating remains in place and the response simply notes that the methodology is uniformly applied across every brand on the site.
5. Identifying affiliate referrals
All operator-facing outbound links on Paddy Power are tagged with rel="nofollow noreferrer noopener", the conventional markup signal that tells search engines a commercial relationship sits behind the link. In most cases the link target is an in-domain tracking redirect at /go, which records the click against our analytics before passing the visitor through to the operator. From the reader's standpoint the destination is identical to clicking a plain direct link — nothing extra is appended on their end of the URL. Links to regulators, gambling-harm helplines, news outlets and individual game studios are explicitly non-commercial and are tagged only with rel="noreferrer noopener", with no nofollow.
6. Adhering to disclosure regulations
British law on this topic centres on the Consumer Rights Act 2015, which bars misleading commercial practices, plus enforcement guidance issued by the CMA and the ASA on undisclosed affiliate marketing. The combined effect is that any affiliate arrangement must be disclosed plainly enough for an average reader to recognise the link as commercial in nature. Paddy Power treats this page as the umbrella disclosure for the site, supplemented on operator review pages by an inline notice positioned above the first affiliate call-to-action — meaning no scroll to the footer is required to spot the relationship. Visitors based outside the UK should remember that the FTC in the United States operates a comparable disclosure regime, alongside the CMA on the British side.
7. Promises to our readers
In short, the funding model puts a handful of fixed commitments on Paddy Power. Disclosure is placed clearly at the top, not tucked away. The review methodology is invariant — partner brands and non-partner brands run through the identical scoring rubric. When errors surface, they are addressed on a stated timetable. Drafts are never circulated to operators for preview or sign-off. The commercial nature of affiliate links is hard-coded into the page markup, so readers familiar with the markup can verify it themselves. A complete description of editorial procedure, including fact-checking, source weighting and how corrections are processed, lives on the Editorial Policy page. If something on the site appears to violate any of these commitments, the Contact page is the route in, and substantive complaints are logged against the specific review concerned.
8. The wider picture for readers
Three connecting pages round out the picture for readers. Player-protection standards that feed into every operator score are described in detail on the Responsible Gambling page. The handling of any data captured while a reader is on Paddy Power is governed by the Privacy Policy page, with the corresponding technical inventory of cookies and similar browser storage covered on the Cookie Policy page. The complete range of content available across the site begins at the Paddy Power Casino homepage and follows its onward navigation.