Yes, the operator links pay us
This page explains the arrangement in the plainest terms we can manage, because a comparison site that hides its funding isn't worth reading.
The arrangement
UK Chip Trail takes part in affiliate programmes run by licensed gambling operators. When you follow a link from one of our pages to an operator's site, that operator can see the visit came from us. If you then register and play, we may receive a commission — either a one-off payment for the referral, a share of the operator's revenue from your account over time, or a combination of the two.
You pay nothing extra. Commission comes out of the operator's marketing budget, and your account, your offers and your terms are identical to those of someone who arrived by typing the address into a browser.
How the links are marked
Every outbound operator link on this site carries an advertising note — the Ad · 18+ · T&Cs apply line beneath each listing — and is tagged in the page code as a sponsored link so search engines treat it as advertising too. If a link goes somewhere that pays us, we say so where you can see it, not in a footnote.
What the money can and can't do
It can determine which brands we approach and have a commercial relationship with — that's how any affiliate site works, and pretending otherwise would be dishonest. Six brands are covered here rather than sixty because a small list checked properly is more useful than a directory nobody has looked at.
It cannot do the following, and these are firm:
- Buy a grade. Grades come from the eight published criteria. No operator sees a grade before it's published, and no operator has ever been offered the chance to change one.
- Buy a position. The order on the comparison page follows our assessment, not commission rates.
- Buy silence. Where a brand has a regulatory record worth knowing about, it's stated on the page alongside everything else. Commercial relationships don't remove that.
- Buy the copy. Nothing on this site is written, reviewed or approved by an operator before publication.
The conflict, stated openly
We're paid when people sign up, so we have a commercial interest in you clicking. That's a real conflict and no policy document dissolves it. What we can do is make the reasoning visible: state the criteria, publish the weaknesses alongside the strengths, refuse urgency tactics, and keep the responsible gambling links as prominent as the commercial ones. Judge the site on whether it does those things.
Tracking, briefly
Affiliate links contain a tracking parameter so the operator can attribute the visit. That parameter identifies this website, not you. Once you land on the operator's site, their privacy policy and cookie policy apply — we have no access to your account, your activity or your details at any point. Our own privacy policy covers what happens on this side of the click.
The rules we work under
Gambling advertising in Great Britain is governed by the CAP Code and enforced by the Advertising Standards Authority, and by the Gambling Commission's rules on how licensees and their affiliates may market. In practice that means no advertising aimed at under-18s or vulnerable people, no suggestion that gambling solves financial problems or is a route to success, no urgency or pressure tactics, and significant terms shown next to any offer rather than hidden behind a link. If you spot something on this site that falls short, tell us and it will be corrected.
Independence isn't the absence of a commercial model — it's what the commercial model isn't allowed to touch. More on how the site works
Disclaimer. UK Chip Trail is an independent comparison site funded by affiliate commission. We are not a gambling operator, not connected to the Gambling Commission, and not owned by any brand listed here. Gambling is entertainment for adults, never a way to make money. 18+ only. Support and self-exclusion tools.