Editorial Guidelines
Gambling.com is a wholly independent gambling information and advice website, founded in 2006 to provide users with reliable, up-to-date and valuable content. We follow strict editorial guidelines to ensure integrity and deliver genuinely useful insights.
Our mission is to empower people to gamble online with confidence.
We’re dedicated to putting our audience first – whether you’re new to gambling or an experienced player. By combining specialist knowledge with clear guidance and impartial recommendations, we aim to be a trusted source of gambling expertise to help you make smarter choices.
At Gambling.com, everything we do is built on four core values:
Passionate: We are united by a love of gambling. That passion fuels everything we do, from writing reviews to sharing tips – and it’s what drives us to keep learning and helping others do the same.
Unbiased: We call it like we see it. We’re not here to promote any specific operators – we’re here to give you honest, independent advice so that you can make confident choices.
Accurate: We believe that detail and accuracy matter when it comes to spending time and money gambling. We make sure that everything we publish is clear, correct and helpful.
Responsible: Gambling should be fun – and safe. We only cover licensed and regulated operators and highlight tools and resources that support safer play.
We offer expert-led analysis, reviews and tools to help people choose wisely when gambling online. This includes operator reviews, product comparisons, strategy guides, tips and the latest gambling and betting news.
Through this, we help players find safe, licensed operators with exclusive offers, understand games, improve strategies, compare products and stay up to date with the latest developments in the gambling world. We break down complex information in a clear, accessible way – for players of all experience levels.
Our articles are researched, written and reviewed exclusively for our platform by a team of over 50 veteran gambling professionals, betting experts and editors with backgrounds across the industry. Among them are seasoned gamblers who’ve won slot and poker tournaments, plus sharp form readers and odds analysts.
While other sites churn out AI-generated articles, we’re committed to delivering the most trustworthy product reviews and guides – created by people, not machines. Our authors aren’t just content creators. Their real-world experience, combined with editorial expertise, brings a depth of knowledge no AI can replicate. Here’s why that matters:
Original Research: We don’t recycle content or echo what’s already online. Our work is built on fresh research, expert judgement and editorial integrity – with every fact carefully verified.
Tried & Tested: When we review a gambling site or game, we sign up, explore the features and assess the experience ourselves. That means you get a complete, candid and nuanced perspective – not just a rehash of marketing claims.
Human Touch: Advice should be both accurate and engaging. That’s why our writing has personality, clarity and depth – because helpful content should feel human.
User Insight: Our content is often shaped by feedback from players like you and conversations with real users – adding valuable context that machines can’t imitate.
Our aim is to deliver original, relevant and actionable guidance that helps every type of player make informed decisions. To support this, our editorial processes prioritise accuracy, clarity, fairness and relevance. All information is thoroughly fact-checked before publication to ensure it meets these standards.
We take a responsible approach to gambling. That means avoiding exaggerated claims, providing balanced, truthful evaluations and always prioritising the needs and safety of our readers. Any operator we list has undergone a rigorous review of licensing and security credentials to ensure they are fully regulated, trustworthy and committed to responsible gambling practices.
Ensuring everything we publish remains relevant and reliable is a core part of how we work. Our editorial team monitors industry developments and regularly updates pages to reflect changes in offers, operators, licensing laws and user expectations.
We use trusted sources – including gambling regulators, game software providers, responsible gambling organisations and operator websites – to confirm key details and uphold our standards. If any information has been sourced externally, it will be credited onsite.
User feedback keeps our reviews fresh and relevant. Readers can rate and share their experiences – good or bad. This helps highlight what matters most to our users.
Transparency and integrity underpin everything we do. Our advice is based solely on editorial principles, with no influence from our commercial team or external partners.
Our recommendations are always impartial and free. All reviews are objective, fact-based and grounded in thorough independent research, hands-on testing and expert analysis.
Operators cannot pay us to receive favourable coverage, but we may earn commission from our partners when you visit their sites through our links – at no extra cost to you.