When an affiliate promotes a bookmaker or casino in Serbia, the advertising is governed by two laws: the Law on Games of Chance and the Law on Advertising. This guide sums up the rules that concern affiliates. It is not legal advice: for a specific case, check the current text of the law or ask a lawyer.
Whom you may promote
Only operators licensed by the Games of Chance Administration. The Administration publishes the list of operators at uis.gov.rs. Promoting an unlicensed operator means promoting illegal gambling.
Also check where the programme sends players from Serbia. A group programme can have a brand with a Serbian licence while its links lead to the same brand’s international site.
What the Law on Games of Chance requires of every ad
- a notice that persons under 18 may not take part in games of chance;
- a message about responsible gambling and preventing addiction.
The rules also apply when you mention gambling indirectly, not only to banners: to reviews, articles with links, videos and social media posts.
What is not allowed
- Hidden promotion. Content with referral links must not present itself as independent. Label paid placements and referral links.
- Targeting minors. Ads must not be aimed at children and young people or placed in media and venues meant for them.
- Misleading ads. Gambling must not be presented as a way to earn money or solve financial problems.
Programme rules
On top of the law, programmes have their own rules. Common ones are a ban on brand bidding in search engines, a ban on incentivised traffic and approval of materials before publication. Breaking programme rules can cost you commission or your account, so read them before your first campaign.
Checklist before you publish
- The operator is on the Administration’s list, and the programme sends players from Serbia to a site with a Serbian licence.
- The page or post carries an 18+ mark and a responsible gambling message.
- Referral links and paid placements are labelled.
- The content does not target minors and does not promise earnings.
- The campaign follows the programme’s rules.
Rules change
Serbian rules on gambling advertising change. Before a larger campaign, check the current text of the law on the Administration’s website or in the Official Gazette.
On partners.rs every page carries an 18+ mark and a responsible gambling message, and sponsored placements are labelled. Compare licensed operators’ programmes in the catalogue.