Affiliate Disclosure
William Hill is funded through affiliate partnerships with online casino operators. This page lays out exactly how the model works, what it costs the reader, and the rules that prevent the funding mechanism from interfering with editorial output. The wider site-level context lives on the About page, while the flagship operator review sits at the William Hill Casino homepage. If you have read this kind of page on other review sites and only want the differences, the short version is at the end.
1. How William Hill gets paid
Once a reader follows an affiliate link from William Hill and opens an account on the operator's site, a commission may be earned. The payment is funded from the operator's own marketing budget — it is never charged back to the reader and does not lift any cost on the operator's platform. Two payout structures are standard across the industry, and William Hill works with both depending on the partnership: a flat CPA (cost-per-acquisition) paid once at the moment a qualifying account is created, plus a revenue-share arrangement under which a slice of the operator's net gaming revenue from that account drifts back to William Hill over time. None of this is visible to the reader on the way through; the only practical effect is that the operator, at account creation, can attribute the click back to this site.
2. What it costs you
Nothing whatsoever. Affiliate links cost the reader exactly what direct links cost. Bonus offers are unchanged. Stake sizes are unchanged. Withdrawal speeds are unchanged. The price of playing on the operator's site is identical whether you arrive through a William Hill link, a Google ad, or by typing the URL directly into your browser. If anything cuts the other way, partnership pages occasionally surface an exclusive welcome offer that beats the default — and in those cases the relevant review states it openly.
3. Why this is allowed to be neutral
The plain answer is reputation arithmetic. A casino review site stays in business by being right about which operators are worth registering with. Pad scores to flatter partner brands, and within a few months the audience that drives traffic — and therefore drives commissions — drifts to a rival. The long-term commercial interest of an affiliate site lines up exactly with its editorial interest: tell the truth about which operators are good and which are not. A single rating framework is applied identically to every operator that gets reviewed, partner or not. William Hill 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 rules that do not bend. Rule one — partnership status feeds nothing into the score: every one of the eight criteria is scored strictly against observed performance, end of. Rule two — partnership status does not buy softer framing either; where a partner operator has a genuine problem (slow withdrawals, opaque bonus terms, a threadbare live-dealer catalogue) that problem is logged in the review under the relevant criterion. Rule three — operators get no pre-approval over content. No draft is sent to an operator for sign-off. Operators see William Hill content for the first time the moment it goes live, on identical terms to every reader.
Two additional rules cover factual updates. Where an operator gets in touch to flag a factual error in a William Hill review, the claim is checked, corrected if it is wrong, and the foot of the review carries a dated note describing exactly what changed. This procedure runs regardless of whether the operator is a partner. Where an operator gets in touch to argue that a low score is "unfair" without identifying a factual error, the score stands and the response is straightforward — the same rating methodology applies identically to every operator.
5. Recognising affiliate links
Each outbound link from William Hill to an operator is tagged with rel="nofollow noreferrer noopener" — the standard signal telling search engines the link is part of a commercial relationship. Such links generally point at an internal tracking redirect at /go on this domain. That redirect tallies the click for internal analytics before handing the user across to the operator. From the user's perspective the browser arrives at the operator's site exactly as it would via a direct link — nothing is bolted onto the operator's URL on the user's side. Links from William Hill that point at regulators, helplines, news organisations, or game studios are not affiliate links: those carry only rel="noopener noreferrer".
6. Compliance with disclosure rules
The relevant UK legislation here is the Consumer Rights Act 2015 (which bans misleading commercial practices), paired with the CMA and ASA guidance on undisclosed affiliate marketing — both of which insist that affiliate relationships be disclosed plainly enough that any reasonable reader picks up on the commercial nature of the link. This page serves as the site-wide disclosure for William Hill; in addition, every operator review carries an inline disclosure note positioned above the first affiliate CTA, putting the relationship in view without scrolling to the footer. Readers based internationally should also be aware that the FTC (United States) and the CMA (United Kingdom) each require similar disclosure for advertising aimed at their respective residents.
7. Commitments to readers
The obligations William Hill accepts in exchange for this funding model are short and concrete in equal measure. Disclosure is presented up-front and remains visible — never buried in the footer. Reviews run on a fixed methodology that does not flex for partners. Errors are corrected against a published timeline. Content is never previewed to operators ahead of publication. Affiliate status is signalled inside the markup so that technically literate readers can verify it for themselves. The full description of the editorial process — fact-checking standards, source standards, correction handling — is laid out on the Editorial Policy page. Anything looking like a breach of these rules can be raised through the Contact page, with substantive complaints logged against the relevant review.
8. Wider context for readers
Three further points belong alongside this disclosure. The player-protection commitments wired into every operator score are described in full on the Responsible Gambling page. Privacy practices applying to any data collected from you while reading William Hill are set out on the Privacy Policy page, with the technical breakdown of cookies and similar browser storage handled on the Cookie Policy page. The complete index of what is covered across the site lives at the William Hill Casino homepage along with the topic guides that branch off it.