Promoting gambling brands as a streamer

You can promote gambling brands as a streamer, but what you can promote depends on the platform, and in the UK the deal also depends on who watches you. Twitch bans links and codes to slots, roulette and dice sites. Kick allows sponsored gambling only for brands licensed where you stream. YouTube allows links only to Google-certified sites. Whatever the platform, UK viewers must be able to see it is an ad, and your audience must not lean young.

Rules below were read on 4 October 2026. Check the platform's own page before each new deal.

Which platforms allow what

Twitch in detail

Twitch's banned list, checked 4 October 2026: stake.com, rollbit.com, duelbits.com, roobet.com, blaze.com and gamdom.com, "or associated domains". You cannot stream them, show their logos on screen or in your bio, or restream someone else playing them. Free or social versions are banned too, as is skins gambling. Twitch says you may still talk about gambling sites, including banned ones.

Twitch's Branded Content Guidelines list "Risky Gambling Products, such as promoting online slots or roulette websites" as prohibited. Any sponsorship you can do must use Twitch's branded content tool. If you gamble live on stream, including sports bets, you must apply the "Gambling" content label.

Kick in detail

Kick's Guideline 11 (updated 19 March 2026) says you must follow the gambling laws where you are. "Sponsored gambling is permitted only for platforms holding valid licenses in the relevant jurisdiction." Disclose affiliate links clearly, near the link or out loud. You cannot gamble with funds provided by other users, such as viewer "buy-ins" for giveaways. Gambling streams need the right age label and category.

YouTube in detail

YouTube does not allow you to direct viewers to gambling sites not certified by Google, whether by link, logo or saying the name. Since 17 November 2025 that includes gambling with skins and other digital items. Promising guaranteed returns is banned even for certified sites. Tick the paid promotion box on any sponsored video. When you do, you can also set age and location restrictions on it.

Licensing: whose licence matters

The licence platforms and regulators ask about is the brand's. In Great Britain the Gambling Commission holds licensed operators responsible for third parties they contract with, including marketers, under LCCP 1.1.2 and 1.1.3. That is why a licensed operator will check you before signing, and why Kick ties sponsored gambling to a valid licence in the relevant market.

Operator view

If an operator cannot tell you which licence covers your audience's country, treat that as your answer. A licensed brand knows its licences by heart.

Labels and disclosure in the UK

Every gambling promotion must be obviously an ad. The ASA recommends "#ad" and advises against "sponsored", which it says is open to varied interpretation. "Gifted", "Supported by" and "In association with" are unlikely to be clear enough, and "affiliate" on its own is not well understood. The ASA counts streamers as influencers and names Twitch and YouTube.

What to do:

• Put "#ad" in the stream title and on screen. Kick's examples include "#Sponsored", but in the UK use "#ad"
• Say it out loud at the start of the sponsored segment, and again for viewers who join later
• Use the platform's own tool as well. Twitch says its tool will not always meet legal disclosure duties

Funded balances

If the operator gives you money to play with, say so. The Gambling Commission's December 2025 research with teenage boys and young men found they already assume streamers are paid and given money to play. Agree the on-stream wording with the operator before you start.

The UK under-18 rules

CAP rules apply across the UK.

• Strong appeal (rule 16.3.12): a gambling ad must not include a person with strong appeal to under-18s. CAP's guidance (current edition dated October 2025) treats 100,000 or more follower accounts registered to under-18s, added up across your platforms, as indicative of strong appeal. It looks at the absolute number, not the percentage.
• The 25% test (rule 16.3.13): under-18s must be unlikely to make up more than 25% of your audience. Your sponsored post is judged on your account's followers.
• Under 25 (rule 16.3.14): nobody who is or looks under 25 can be shown gambling or play a significant role. An ASA ruling of 16 September 2026 upheld a complaint over an AI-generated character who looked under 25.

CAP's guidance names leading eSports players, and anyone with a significant under-18 following, as high risk. It also warns that registered ages undercount under-18s. This is a summary, not legal advice: read CAP's under-18s gambling guidance before you sign.

Affiliate view

If your audience came from gaming content, assume an operator will look hard at your under-18 numbers. Raise them first. It reads as honesty, and it is.

What operators will ask for, and why

Expect a licensed operator to ask for:

1. Every channel and social account you run, because CAP wants under-18 numbers from all major platforms
2. Age data from each platform where it exists
3. Recent recordings, to check content themes and how you disclose
4. Your agreement to "#ad", spoken disclosure and the platform's tool
5. Where your viewers are, so the brand promotes only where it is licensed
6. Account access or data sharing, to check the audience is real

They ask because the ASA can rule against them for your content, and the Commission can act on their licence.

Proving your audience honestly

Be clear what your platform can and cannot show.

• Twitch: the API has no age, gender or demographic data. You can share follower and subscriber lists, live viewer counts and chatter lists.
• Kick: the public API has no demographics or analytics. It shows subscriber counts and live viewer counts, and follows arrive as webhook events. Get Channels has no follower count field.
• YouTube: the Analytics API gives age bands (including 13-17) and gender, for logged-in viewers only, plus country. YouTube withholds demographics below thresholds it does not publish, so smaller channels may see nothing.

If you stream on Twitch or Kick, offer your YouTube, Instagram or TikTok data too. CAP says data from your other platforms may be relevant.

Never buy numbers

Twitch, Kick and YouTube all ban artificially inflating views or followers. YouTube's ban covers people you hire to do it. In the US, the FTC rule in force since 21 October 2024 bans buying fake followers or views to misrepresent influence commercially. An operator checking your audience will look at logged-out viewer share, chat activity and sudden jumps. Clean numbers are the only kind worth showing.

Tracking: codes and links

Your deal is paid on what you can be credited with. Most streamer deals use a promo code, a tracking link or both, then pay CPA, revenue share or a fixed fee.

Check the platform first. On Twitch you cannot share a code or link to any slots, roulette or dice site, in chat, on a panel or out loud. On YouTube only certified sites. On Kick, disclose next to the link. Get a code unique to you, ask how the operator credits players who sign up without it, and agree that in writing.

What to do next

• Read your platform's gambling rules on the date you sign
• Total your under-18 followers across every platform
• Set up "#ad", spoken disclosure and the platform tool
• Agree funded-balance wording in the contract
• Prepare your audience data before the operator asks