Affiliate Disclosure
32Red is funded through affiliate partnerships with online casino operators. This page explains exactly how the model works, what it costs you, and the rules that stop the funding mechanism from interfering with editorial output. The wider site-level context sits on the About page, while the flagship operator review lives at the 32Red Casino homepage. If you've read this kind of page on other review sites and want only the differences, the short version is at the end.
1. How 32Red gets paid
When a reader clicks an affiliate link on 32Red and opens an account on the operator's site, 32Red may receive a commission. The commission is paid by the operator from its own marketing budget. It does not come from the reader and does not increase any cost on the operator's platform. Two structures are common across the industry, and 32Red works with both depending on the partnership: a fixed CPA (cost-per-acquisition) paid once when a qualifying account is created, and a revenue-share arrangement under which a small percentage of the operator's net gaming revenue from that account is paid back to 32Red over time. The mechanics are invisible to the reader; the only practical effect is that the operator knows, when an account is created, that the click came from this site.
2. What it costs you
Nothing. Affiliate links cost the reader exactly the same as direct links. Bonus offers do not change. Stakes do not change. Withdrawal speeds do not change. The price you would pay to play on the operator's site is identical whether you arrive through a 32Red link, a Google ad, or by typing the URL straight into your browser. If anything, partnership pages occasionally carry an exclusive welcome offer that's slightly better than the default. Where that happens, we say so explicitly in the relevant review.
3. Why this is allowed to be neutral
The honest answer is reputation arithmetic. A casino review site survives by being right about which operators are worth registering on. Inflate scores to flatter partner brands, and within a few months the audience that drives traffic — and therefore drives commissions — moves to a competitor. The long-term commercial interest of an affiliate site is identical to its editorial interest: tell the truth about which operators are good and which are not. A consistent rating framework is applied identically to every operator we review, partner or not. 32Red has rated partner operators at six and below, and has rated operators with no commercial relationship at eight and above.
4. What "not influencing the review" means in practice
Three concrete rules. First, partnership status has no input into the score: the eight criteria are scored against observed performance, full stop. Second, partnership status does not unlock favourable framing: where a partner operator has a problem — slow withdrawals, opaque bonus terms, a thin live-dealer catalogue — that problem appears in the review under the relevant criterion. Third, operators do not pre-approve content. We do not send drafts for sign-off. Operators see 32Red content for the first time when it goes live, the same as everyone else.
Two further rules govern factual updates. If an operator gets in touch to flag a factual error in a 32Red review, we check the claim, correct it if it's wrong, and add a dated note at the foot of the review describing what was changed. We do this whether or not the operator is a partner. If an operator gets in touch to argue that a low score is "unfair" without identifying a factual error, we keep the score and reply that the same rating methodology applies to every operator equally.
5. Recognising affiliate links
Every outbound link from 32Red to an operator carries the rel="nofollow noreferrer noopener" attribute, which is the standard signal to search engines that the link is part of a commercial relationship. The link itself usually points to a tracking redirect at /go on this domain. That redirect lets us count clicks for our own analytics before forwarding the user to the operator. The user's browser ends up at the operator's site exactly as it would from a direct link; nothing is added to the operator's URL on the user's side. Some links on 32Red to regulators, helplines, news organisations, and game studios are not affiliate links. Those carry rel="noopener noreferrer" only.
6. Compliance with disclosure rules
The relevant UK rules are the Consumer Rights Act 2015 (which prohibits misleading commercial practices) and the CMA and ASA guidance on undisclosed affiliate marketing, both of which require affiliate relationships to be disclosed clearly enough that a reasonable reader understands the commercial nature of the link. This page is the global disclosure for 32Red; in addition, operator review pages carry an inline disclosure note above the first affiliate CTA so the relationship is visible without scrolling to the footer. International readers should also be aware that the FTC (in the United States) and the CMA (in the United Kingdom) require similar disclosure for advertising aimed at their own residents.
7. Commitments to readers
The summary obligations 32Red accepts from this funding model are short. Disclosure is upfront and visible, not buried. Reviews use a fixed methodology that does not bend for partners. Errors are corrected on a published timeline. Operators do not preview content. Affiliate status is signalled in markup so technically literate readers can verify it. A full description of the editorial process — fact-checking, source standards, correction handling — is available on the Editorial Policy page. Anything that looks like a breach of these rules can be raised through the Contact page, and substantive complaints are recorded against the relevant review.
8. Wider context for readers
Three points sit alongside this disclosure. The player-protection commitments built into every operator score are explained on the Responsible Gambling page. Privacy practices that govern any data collected from you while reading 32Red are on the Privacy Policy page, with the technical detail of cookies and similar storage on the Cookie Policy page. The full menu of what we cover is the 32Red Casino homepage and its onward links.