# How UK advertising rules limit best claims

> How CAP Code rules 3.7 and 3.33 to 3.35 and ASA guidance limit best claims on casino comparison pages, and how this site responds.

Source: https://seatcheck.uk/advertising-rules-for-best-claims/
Updated: 2026-11-13

UK advertising rules limit best claims on comparison pages: CAP 3.7 and 3.33 to 3.35 treat best, fastest and highest as objective claims that need evidence, a criterion, a comparison group and a date. ASA guidance also says an affiliate page must carry Ad before the click. This page explains the rules and what we changed because of them.

## What the rules ask for

The CAP Code is the rulebook the Advertising Standards Authority (ASA) applies to non-broadcast advertising. Our compliance notes tie the claims below to these rules.

- **CAP 3.7.** Objective claims need evidence. Best, fastest and highest are objective claims.
- **CAP 3.33 to 3.35.** Rules on comparisons, which apply when a page ranks one product against others.
- **CAP 2.1 to 2.4.** Advertising must be obviously identifiable, with a clear commercial purpose; advertorials need a clear label.

The wording of each rule is on the ASA's site. We summarise, and we do not quote beyond a short phrase.

**In short:** best needs proof, a criterion, a group and a date.

## What the ASA has said

**ASA guidance and rulings relevant to comparison pages · source: ASA affiliate marketing advice, ASA ruling on Optival Ltd · checked 13 November 2026**

| Source and date | What it says |
|---|---|
| ASA, Online Affiliate Marketing, 22 March 2023 | A page wholly about products with affiliate links should show Ad in the heading before the click. If only part of a page is affiliate content, Ad goes before the related content and links. Saying you may earn commission, or a footnote, is not enough. |
| ASA ruling, Optival Ltd, 28 October 2026 | Bonus advertising shown against a search about self-exclusion breached CAP 1.3. Negative keywords such as self-exclusion, Gamstop and problem gambling must be extremely robust. The affiliate received its own ruling. |

Sources: [ASA affiliate marketing advice](https://www.asa.org.uk/advice-online/affiliate-marketing.html) and [ASA ruling on Optival Ltd](https://www.asa.org.uk/rulings/optival-ltd.html).

**In short:** label before the click, and be careful what search a page appears for.

## How this site responds

- **Criteria and dates.** Where we use best, we name the criterion, the comparison group and the date. The main list, [which UK-licensed casinos have the best live dealer blackjack tables](https://seatcheck.uk/best-uk-live-blackjack-casinos/), sets out how it was sorted. See also [how we check operators](https://seatcheck.uk/how-we-check-operators/).
- **No scores.** We give no ratings and no pass marks.
- **Label above the content.** A bar above every page shows Ad, 18+ and Gamble responsibly on pages with affiliate links. Pages without them say that no operator links are on the page.
- **Disclosure.** How the site earns money is on [advertising and affiliate disclosure](https://seatcheck.uk/how-we-are-funded/).
- **Claims, checked.** We test other people's best claims on [claims checked](https://seatcheck.uk/claims-checked/), and [are top casino lists paid for](https://seatcheck.uk/are-top-casino-lists-paid/) covers rankings.

The question of whether Ad is needed on every page, and our right to use best at all, are open legal questions that we have put to a lawyer before launch.

**In short:** every best on this site names its criterion, group and date.

## FAQ

**Can a comparison page say best?**

Only with evidence. Best, fastest and highest are objective claims, and CAP 3.7 and 3.33 to 3.35 call for proof, a stated criterion, a comparison group and a date.

**What does the ASA say about the Ad label?**

In its affiliate marketing advice of 22 March 2023, the ASA says that if a page is wholly about products with affiliate links, Ad should appear in the heading before the click. Saying you may earn commission, or a footnote, is not enough.

**What did the ASA decide about Optival?**

On 28 October 2026 the ASA ruled on Optival Ltd, an affiliate. Bonus advertising shown against a search about self-exclusion breached CAP 1.3, and the ruling says negative keywords must be extremely robust.

**Does this site call anything the best?**

Only with a stated criterion, a comparison group and a date. The main ranking says how it was sorted and gives no scores.

**Who is responsible for an affiliate's advertising?**

Both the business and the affiliate can be responsible, according to the ASA. The Optival ruling was addressed to an affiliate.