Content standards

These are the rules every page on this site follows. They sit alongside the UK advertising codes that apply to gambling marketing.

Audience

We write for adults aged 18 and over in the UK. We do not use imagery, slang, characters or themes with particular appeal to under-18s, and we do not place our content where children are likely to see it. The cowboy in the Mad Casino logo is the operator’s trademark and is shown as a logo, not used as a mascot in our copy.

No pressure

No countdowns, no “last chance” wording and no artificial scarcity.
No suggestion that gambling can solve money problems, improve your social standing or prove anything about you.
No claims that a strategy, system or game can beat the house edge.
No framing of losses as “nearly winning”.

Balance

Every page that describes an offer also describes its key conditions. Where Mad Casino differs from a UK-licensed casino in ways that affect your protections, we say so plainly and link to the licence page.

Safer-gambling messaging

Every page carries an 18+ notice and links to BeGambleAware, the National Gambling Helpline and GAMSTOP, with a note that GAMSTOP does not cover offshore operators. Guides that discuss stakes, bonuses or VIP schemes include a reminder about budgets and limits where it is relevant.

Affiliate links

Links to the operator are clearly labelled and never disguised as navigation. A reader should always be able to tell whether a click keeps them on this site or takes them to the casino.

Images

Game images are promotional artwork from the studios, shown to identify the games. The Mad Casino logo belongs to its owner and is used to identify the brand we write about. We do not use stock photos of people celebrating wins.

Language

Plain British English. Technical terms such as RTP, volatility or wagering are explained the first time they appear on a page.