Gambling SEO compliance: we turn down more work than we take.
Gambling SEO compliance is not a page you write once. In a licensed industry your agency's judgement becomes your risk, and most of that judgement happens before a contract exists.
What we will and will not accept.
These apply at every tier and are not negotiable at any budget. If they rule out your project, better to find that out here than three calls in.
Ask before you sign- 01Licensed operators onlyWe verify your licence number against the regulator's own register at onboarding, every time, including for the free audit.
- 02No work targeting prohibited markets. If gambling is illegal in a jurisdiction, we do not build pages, acquire links or run measurement for it.
- 03No PBNs, parasite placements or link schemes. Everything we ship would survive a manual review, and we would rather lose a comparison than explain one later.
- 04Responsible gambling content is part of every content deliverable, not a footer link added at the end.
- 05One founder on every accountNo account managers between you and the decisions, which caps how many clients we can take.
We work with licensed operators only, verified against the regulator's own register at onboarding, and we decline work targeting markets where gambling is prohibited. No PBNs, no parasite placements, at any tier or budget.
Which gambling clients will you not work with?
Gambling SEO compliance: markets we decline
We do not build pages, acquire links or run visibility measurement targeting these jurisdictions, regardless of where your licence is held or how the traffic is routed.
- /China, Hong Kong SAR and Macau SAR
- /United Arab Emirates, Saudi Arabia, Qatar and Kuwait
- /Singapore
- /Indonesia, Malaysia and Brunei
- /Bangladesh and Pakistan
- /Any market where the operator holds no licence and one is required
This list is reviewed quarterly. Where a market changes status — Brazil did in 2025 — we update it and say so rather than quietly adding a country to the brochure.
How verification works
At onboarding we ask for the licence number, the issuing regulator and the licensed entity name, then check them against the regulator's public register ourselves. It takes about ten minutes and it happens before any work starts, including free work.
There is a practical reason beyond principle. Google now applies AI-driven licence verification, checking claims against government-approved registries, so licence facts that do not reconcile are a technical liability as well as a legal one. Checking them at the start saves finding out later.
Conflicts between clients
We work with operators, affiliates and suppliers, which creates obvious potential conflicts. Our rule is that we disclose them before starting rather than after, and we do not share strategy, keyword data or performance information between clients competing for the same terms in the same market.
Where the overlap is direct — an affiliate and an operator fighting over the same head terms in the same country — we decline the second engagement. The client list stays short partly for this reason.
What we will not write
- /Bonus copy that overstates terms or buries wagering requirements to improve a conversion rate.
- /Content aimed at, or likely to appeal to, anyone under 18.
- /Claims about winning, strategy or systems that imply an outcome the product cannot deliver.
- /Anything promoting an operator into a market it is not licensed to serve, however the page is geo-targeted.
- /Comparative claims about named competitors that we cannot evidence.
Responsible gambling
Every content engagement includes responsible gambling material as a deliverable, not a compliance afterthought. In practice that means real signposting, self-exclusion information, and terms presented next to the offer, not three scrolls below it.
It is also the rare case where the regulator and the search engine want the same thing. Our responsible gambling position sets out what we include as standard.
What this policy is not
It is not legal advice and we are not lawyers. It describes what we will and will not do as a supplier. Your own regulatory obligations are yours, and where a question genuinely turns on law and not practice we will tell you to ask a gambling solicitor instead of guess at it.
Two related pages set out the rest of our position. The responsible gambling page covers what we include in every content engagement as standard, and the content writing page covers the editorial workflow, including how AI is used and who signs each page.
In practice this means checking a UKGC, MGA, SPA, GGL, AGCO or PAGCOR licence against the issuing regulator's own register before work begins. It also means treating GAMSTOP and OASIS self-exclusion signposting, and the E-E-A-T expectations Google applies to Your Money or Your Life content, as deliverables, never options.
Related on this site
- /What we do — Nine iGaming SEO services for casino, sportsbook and affiliate brands. Technical, content,.
- /Who we work with — for operators, affiliates, B2B suppliers, crypto casinos and land-based venues. Six.
- /Gambling markets we cover — by market across 40 jurisdictions. Regulator, licence framework, tax, advertising.
- /The four tiers — pricing $900 a month against a market range of $1,500 to $2,500. Four tiers,.
- /Robert Langford — an consultant with 16 years in search and 500+ projects. He reads every audit.
- /Glossary of terms — an glossary of 51 terms across AI search, technical SEO, links, commercial models.
The commercial case for these rules got sharper in 2026: AI now recommends unlicensed casinos in roughly three quarters of European prompts, which means a licensed operator is competing for far fewer recommendation slots than it thinks.
Questions
Do you verify licences before starting work?
Which markets do you refuse to work in?
Will you work with our competitor?
Is this policy legal advice?
If this rules you out, better to know now.
And if it does not, the free audit needs a licence number and a domain. One market, 6 AI surfaces, 48 hours, no call required first.
Run my audit