Gaffg Editorial Standards
Gaffg is a site that offers two kinds of content: B2B resources for affiliates, webmasters, and operators sizing up affiliate programs; and B2C reviews and guides for players deciding where to play. Each of the sides has their own review approach designed for their own reader, but both follow the same protocols: be independent, be accurate, and have no fluff.
We are now expanding into B2C, publishing player-facing casino reviews and category pages for players across international markets.
The two sides feed each other. We know exactly how these bonus terms are drafted before they are published on the bonus page. We know why a withdrawal request which should take ‘1–3 days’ to process can remain in the ‘manual review’ stage for a whole week. We are aware of what goes on behind the scenes when you receive a KYC alert.
That is why, when we review a casino, we don’t just look at its homepage. We also scrutinise the small print. We read through the entire terms and conditions and the cashier section, as we know the summary rarely tells the whole story.
On every page, you will notice we hold ourselves to the same standard. We answer your questions directly. We state findings, not opinions. And we don’t sugarcoat anything just to make a casino look good. We call out limitations that could catch you off guard.
Whichever side of the industry you are on, we hold every page to the same standard and we don't sugarcoat anything to make a casino or a programme look better than it is.
Our Editorial Mission
We write from first-hand industry experience and not as marketers. That means calling out the catches as readily as the headline offers, updating these pages when the terms change, and not burying a paid placement in a post as an unpaid endorsement.
Who Creates Our Content
Our team of writers consists of a group of contributing editors, SEO specialists, and industry analysts. Each of them has experience in this industry prior to joining Gaffg. We prioritize experience over theoretical knowledge; therefore, a review conducted by an expert in the field can better highlight the true value of a casino’s bonus. That is why the individuals listed under the articles are the very people who have personally researched the content. Learn more about who we are and how our team works on our About Us page.
How We Separate B2B and B2C Content
Most affiliate sites are written both in an industry voice and a reviewer voice on the same page (part of why most gambling sites feel like they were written by no one in particular). Gaffg keeps the two separate.
| B2B Content | B2C Content |
|---|---|
| Affiliate programs | Casino reviews |
| Revenue models | Bonuses |
| CPA / RevShare | Games |
| Operators | Payments |
| SEO | Banking |
| Affiliate managers | Player experience |
A page meant for one audience doesn't waste words describing terms the other knows, just as it doesn't go out of its way to make concepts easy so that only the other audience would understand. It's not just in the language, but also in the very structure/navigation/bylines/etc.
Our Editorial Principles
- Correctness before schedule: We don't publish pages until they're right, even if that means missing a deadline.
- Fact backed claims: Every claim is supported by a link to a source, test result, or official document.
- Disclosure over endorsement: We'll always point out affiliate relationships, and they never influence results.
- Recommendations that put you first: We only make recommendations that suit your needs, not ones with the largest commission.
- Up-to-date information: Rates, licenses, and bonuses can all vary with time, and so do our pages.
- Knowable sourcing: Readers will understand the origin of a figure, even if we don't inline link it.
How Every Gaffg Page Is Researched and Verified
Depending on the nature of the page, this process may involve reviewing operators’ and programs’ landing pages, official licensing sites, terms of use, partner sites, payment processor documentation, announcements from regulatory bodies, relevant industry reports, and, in the case of customer reviews, firsthand testing of relevant sources. Simply put, no homepage or press release serves as a basis for publishing factual information without first being subjected to scrutiny. Claims found to be insufficient as a result of such research are not published as fact.
How We Review Online Casinos (B2C)
Casino reviews follow one method so that two reviews are actually comparable, not just formatted the same way. Each review covers:
- Registration and account setup
- Identity verification (KYC)
- Deposits
- Withdrawals
- Bonus terms
- Games and providers
- Banking and payment methods
- Mobile experience
- Customer support
- Responsible gambling tools
- Licensing
- Complaints and reputation
- Overall value for players
We test what we can test directly: account registration, deposit flow, and support response. What we can't test directly, we source from the operator's own terms and licensing documentation.
How We Review Affiliate Programmes (B2B)
Program reviews shouldn't just focus on the headlines of commission rates. Things like the details of RevShare, CPA and hybrid models, negative carryover terms, affiliate manager support, reporting/tracking capabilities, brand portfolio, traffic acceptance policies. A harsh negative carryover clause coupled with a high RevShare rate isn't as shiny as it initially appears.
How We Verify Information
When claims can be independently confirmed, we run calculations by hand where possible, capture screenshots of current conditions during our review, validate against the operator's / program's own published data, and compare multiple sources of independent data instead of relying on a single reference. Public records such as license applications or corporate filings are given more credence than promotional material.
Primary Sources We Rely On
Our sources include gambling regulators, official company press releases, payment provider statements, game provider records, public company reports, industry bodies, interviews, and our own independent research and testing. Aggregator sites and forum posts with no sources aren't considered sources themselves but can lead us to something we will verify.
Artificial Intelligence and Content Policy
AI tools assist Gaffg with outlining content, research support, and editing. These tools do not publish any content without oversight. Before a page goes live, every fact, figure, and claim is verified by a human editor, and every AI-generated draft undergoes the same editorial and fact-checking process as a page written from scratch. AI provides us with a starting point. Humans verify, edit, and are responsible for the published content.
Correction Policy
You can send us feedback on errors via our contact page. Verified factual errors are corrected within 48 hours of verification. Major edits that change a rating, a number, or a recommendation are logged with the date the edit was made. Typographical errors are not individually logged.
Content Updates
Pages are revised on a schedule, but they may also be revised between revisions if something on the page changes. A revision that is not scheduled will happen if there is a change of ownership, license change, payment method change, bonus term change, or a regulatory change to the topic of the page. Review pages are updated as changes occur, with scheduled reviews happening at least once every six months for pages with terms that frequently change.
Responsible Gambling Commitment
This policy only relates to our B2C content. All of Gaffg's casino and bonus content is created for adult users only. Every page carries an 18+ warning and links to responsible gambling organizations. Gambling is a risky activity that can lead to the loss of real money. Gambling is not a source of income. On our pages, you will find links to organizations that can help. We do not portray bonuses or promotions as risk-free opportunities. Instead, we explain what each offer actually provides, alongside its wagering requirements, restrictions, and other important conditions.
Editorial Independence
Editorial decisions such as what to review, how to rate it, and what to include on a page are made independently of commercial and sales discussions. Sales and partnership teams have no influence over the findings or ratings of a review. When a commercial relationship exists, we disclose it. This disclosure does not alter the outcome of the evaluation.