Affiliate Disclosure
TrueFortune is funded by affiliate partnerships with online casino operators. This page lays out exactly how the model operates, what it costs you, and the rules that prevent the funding mechanism from spilling into editorial output. The broader site-level context sits on the About page, while the flagship operator review lives on the TrueFortune Casino homepage. If you've read this kind of page on other review sites and want only the differences, the short version is at the end.
1. How TrueFortune gets paid
When a reader clicks an affiliate link on TrueFortune and opens an account with the operator, TrueFortune may earn a commission. The commission is paid by the operator out of its own marketing budget. It is not taken from the reader and adds nothing to any cost on the operator's platform. Two structures are common across the industry, and TrueFortune works with both depending on the partnership: a fixed CPA (cost-per-acquisition) paid once when a qualifying account is opened, and a revenue-share arrangement under which a small percentage of the operator's net gaming revenue from that account is paid back to TrueFortune over time. The mechanics are invisible to the reader; the only practical effect is that the operator knows, when an account is created, that the click came from this site.
2. What it costs you
Nothing. Affiliate links cost the reader exactly the same as direct links. Bonus offers stay the same. Stakes stay the same. Withdrawal speeds stay the same. The price you would pay to play on the operator's site is identical whether you land via a TrueFortune link, a Google ad, or by typing the URL straight into your browser. If anything, partnership pages occasionally carry an exclusive welcome offer that beats the default. Where that happens, we flag it explicitly in the relevant review.
3. Why this is allowed to be neutral
The honest answer is reputation arithmetic. A casino review site stays alive by being right about which operators are worth registering on. Inflate scores to flatter partner brands, and within a few months the audience that drives the traffic — and therefore the commissions — moves over to a competitor. The long-term commercial interest of an affiliate site is the same as its editorial interest: tell the truth about which operators are good and which are not. The same rating framework is applied identically to every operator we review, partner or not. TrueFortune has rated partner operators at six and below, and has rated operators with no commercial relationship at eight and above.
4. What "not influencing the review" means in practice
Three concrete rules. First, partnership status feeds no input into the score: the eight criteria are graded against observed performance, full stop. Second, partnership status does not buy favourable framing: where a partner operator has a weakness — slow withdrawals, opaque bonus terms, a thin live-dealer catalogue — the weakness is documented under the relevant criterion. Third, operators do not pre-approve content. We do not send drafts for sign-off. Operators see TrueFortune content for the first time when it goes live, the same as every other reader.
Two further rules cover factual updates. If an operator reaches out to flag a factual error in a TrueFortune review, we check the claim, correct it if it is wrong, and add a dated note at the foot of the review describing what was changed. This applies whether or not the operator is a partner. If an operator gets in touch to argue that a low score is "unfair" without pointing to a factual error, the score stays put and our reply notes that the same rating methodology applies to every operator equally.
5. Recognising affiliate links
Every outbound link from TrueFortune to an operator carries the rel="nofollow noreferrer noopener" attribute — the standard signal to search engines that the link is part of a commercial relationship. The link itself typically points to a tracking redirect at /go on this domain. That redirect lets us count clicks for our own analytics before forwarding the user to the operator. The user's browser arrives at the operator's site exactly as it would from a direct link; nothing is appended to the operator's URL on the user's side. Some TrueFortune links — to regulators, helplines, news organisations, and game studios — are not affiliate links. Those carry rel="noopener noreferrer" only.
6. Compliance with disclosure rules
The relevant UK rules are the Consumer Rights Act 2015 (which forbids misleading commercial practices) plus the CMA and ASA guidance on undisclosed affiliate marketing — both of which require affiliate relationships to be disclosed clearly enough for a reasonable reader to grasp the commercial nature of the link. This page acts as the global disclosure for TrueFortune; in addition, operator review pages carry an inline disclosure note above the first affiliate CTA so the relationship is visible without scrolling to the footer. International readers should also note that the FTC (in the United States) and the CMA (in the United Kingdom) require similar disclosure for advertising aimed at their own residents.
7. Commitments to readers
The summary obligations TrueFortune takes on from this funding model are short. Disclosure is upfront and visible, not buried. Reviews follow a fixed methodology that does not bend for partners. Errors are corrected on a published timeline. Operators do not preview content. Affiliate status is signalled in the markup so technically literate readers can verify it. A full description of the editorial process — fact-checking, source standards, correction handling — sits on the Editorial Policy page. Anything that looks like a breach of these rules can be raised through the Contact page, and substantive complaints are logged against the relevant review.
8. Wider context for readers
Three further points sit alongside this disclosure. The player-protection commitments baked into every operator score are explained on the Responsible Gambling page. Privacy practices that govern any data collected from you while reading TrueFortune are set out on the Privacy Policy page, with the technical detail of cookies and similar storage on the Cookie Policy page. The full menu of what we cover sits on the TrueFortune Casino homepage and the links onwards from it.