Sponsorship and advertising policy

1. Always labelled

Anything a brand pays for, or gives us something for, is clearly marked so you always know: for example "Sponsored", "Ad" or "Brought to you by" the sponsor's name. We follow the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code), which the Advertising Standards Authority (ASA) enforces.

• Sponsored quests and Double XP events show the sponsor's name.
• Affiliate links (where we may earn a small commission if you buy) are labelled on the page. We only use them for legitimate retailers, never grey-market key sites, and only for products we'd link to anyway.
• Review copies and gifts are disclosed on the review or story they relate to.
• Partnerships with creators are disclosed. Nobody is paid to say nice things.

We don't currently run display adverts, and we never use advertising trackers or tracking pixels.

2. Sponsors never influence our content

A sponsor or advertiser never gets a say over our reviews, verdicts, scores or news, including about its own games or products, and can't see or approve them before they're published. Being a sponsor doesn't buy coverage. Our editorial standards explain how we keep money away from verdicts.

3. Sponsors never get personal data

Sponsors only receive totals, such as how many people saw, started or completed a quest or tapped a link, and we never report groups so small that someone could be picked out. The only exception is a prize winner's name and delivery address, and only if the winner agrees when they claim. See our privacy policy.

4. What we won't advertise

Because players can be as young as 13, we won't run sponsored quests, events or adverts for:

• gambling, including loot-box style paid chances and betting;
• alcohol;
• vaping, e-cigarettes or tobacco;
• food and drink high in fat, salt or sugar;
• anything else the CAP Code says mustn't be aimed at under-18s;
• grey-market game keys, cheats or account selling.

We may also turn down anything we don't think is right for our players.

5. Prize promotions

Every prize promotion is free to enter and follows our prize and sponsored quest terms, plus the key details shown on that campaign. Prizes are normally for UK residents aged 18 or over, unless a campaign clearly says otherwise.

6. Working with us, and our rate card

We offer sponsored quests, Double XP events and a founding partner package for a small number of brands. Prices are agreed in writing before anything runs.

To talk about working with us, email hello@theplayercode.com.

7. Complaints

If you think something on The Player Code isn't labelled properly, or breaks this policy, tell us at hello@theplayercode.com. You can also complain to the Advertising Standards Authority.