Paid placement: how the board is ordered

The comparison board is the apparatus this site exists to publish, and this page exists to say plainly that the board is commercial as well as editorial. An operator can buy a position on the board under a commercial agreement, and Bingo King is paid for that placement, so the order is partly a price list. Two marks are printed side by side for every entry: the commercial rank, which the agreement sets, and the editorial score, which the site calculates from licence status, the clarity of an offer’s terms and the wagering arithmetic a bonus actually asks of a player. The score is worked out before any commercial conversation starts and does not move because of one. An operator that declines to buy placement keeps its calculated score and sits where that score puts it.

The disclosure is not a house style choice either. Under ASA and CMA expectations for online reviews and comparisons, affiliate relationships and commercial comparisons must be disclosed clearly, and that expectation is what this page answers (facts file, claim 23). The rank is sold, the score is not, and both are printed in the open.

Links out: the /out/ redirect and the commission

The second stream of income begins with a click. Every outgoing link to an operator runs through a redirect path that starts with /out/, and the reader lands on the operator’s page only after that hop. Two things follow. The link carries the rel values nofollow and sponsored, the standard labels for a paid or commissioned link, so the commercial nature of the click is stated in the code of the page as well as in prose like this. And the redirect lets the site count the click: if a reader follows a link and later opens an account, the operator may pay Bingo King a commission for that signup.

The reader pays nothing extra for any of this. The commission is a cost between the site and the operator, and it does not alter the terms, the deposit minimums or the wagering figures a reader is shown; those are printed as the brands file records them. A click is not an endorsement either. The assessment of an offer lives in the editorial score described above, and the /out/ link is only the mechanism by which the assessment, and the placement beside it, is paid for.

How the site limits what placement can reach

Because money buys position, the site builds friction into the parts of the work the money does not touch. Three limits do most of that job. Comparison tables are assembled by licence class, independently of the commercial order: rows are grouped by what a licence actually is, a UK licence or an offshore one, and the grouping does not follow who pays. Prose never quotes the module: the terms an entry carries do not become the source for an article’s figures, which come from a stated model with a stated assumption instead. And every claim runs a two-file check before it is published. One file holds the claims, on law, regulators, payments and market structure, each with a primary source and the date it was checked; the other holds the brand lines, the terms as operators publish them, so the tables and the prose can be traced back line by line. A sentence that cannot be traced to one of the two files is cut, not softened.

There is an external floor as well. The CAP Code, administered by the Advertising Standards Authority, governs gambling advertising in the UK, including rules on presenting bonuses honestly and on protecting minors (facts file, claim 22). The site treats that code as the floor beneath its own comparison pages, not as somebody else’s problem.

If you disagree: the contact route

Disclosure only works if a reader can push back, so the route for that is the contact page. Write in with what looks wrong: an entry whose paid rank and editorial score seem confused, a comparison that misstates the terms, a claim with no visible source, or a link that behaves in a way this page does not describe. The site re-checks the point against the two files described above and answers with what the sources on file actually say and when they were checked. Where a reader is right, the correction is made on the page itself, not in a footnote. Where the files disagree with the reader, the reply sets out the source, the claim number and the date it was checked. The purpose of this page is that a reader can always tell what is paid, what is calculated and where each figure came from, and the contact page exists for the moments when that purpose is not being met.