The Advertising Code (hereinafter the “Code”), issued by the Advertising Council (RPR), is designed to ensure that advertising in the Czech Republic serves to inform the public while meeting the ethical standards demanded by citizens. From September 1, 2025, it will also apply to Affilmaster and its business partners. Its main objective is that advertising should be truthful, decent, and fair, and that it should respect the internationally recognized principles of advertising practice developed by the International Chamber of Commerce.

The Code does not replace legal regulation but supplements it with ethical principles. It is intended for all entities operating in the field of advertising and sets out rules of professional conduct. At the same time, it addresses the public, explaining the boundaries that advertising entities have voluntarily adopted and enforce through ethical self-regulation.

RPR member organizations expressly recognize the Code and undertake not to produce or accept any advertising that violates its provisions. Should such a violation be identified, they are obliged to withdraw the advertisement.

Specific Rules for Gambling Advertising

Advertising of gambling is subject to particularly strict regulation. It must be socially responsible, must not encourage irresponsible play, and must above all protect minors.

Protection of Minors

  • Advertising must not target persons under 18.
  • It must not appear in media aimed at children and youth.
  • Persons featured in gambling ads must be over 25.
  • Advertising on the jerseys of sports teams under 18 is prohibited.
  • Outdoor advertising must not be placed near schools, playgrounds, or youth facilities.

Online Promotion

  • Streaming of gambling games is only allowed on licensed websites or apps, and only after the player logs in.
  • Influencer marketing is limited to providing information about legal products and systems, not to calls for play, betting, or bonus use.

Content Restrictions

Gambling advertising must not:

  • suggest that gambling increases social status or solves financial problems,
  • downplay risks or mislead about chances of winning,
  • imply that non-players are weak or immature,
  • use celebrities or athletes to directly encourage participation.

Outdoor Advertising

Gambling ads may not be placed on public transport vehicles.

Affiliate Marketing

  • Affiliates must be registered with a self-regulatory body and comply with ethical principles.
  • They are required to include contact details and links to responsible gambling resources.
  • Operators may only cooperate with affiliates who have completed training on ethical advertising.

Summary

The aim of the Code is to protect consumers and maintain a fair advertising environment. For gambling, the rules are even stricter – focusing on protecting minors, preventing misleading communication, and promoting responsible play.

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