Trading Names & Brands

What is a Trading Name?

A trading name is the brand or name under which a licensed operator provides gambling services to customers. A single licensed company may operate multiple brands, each targeting different market segments or offering different types of gambling products. All trading names must be registered with the Gambling Commission.

Licensed Domains

Every website domain used to provide gambling services to UK customers must be registered with the Gambling Commission under a licensed operator's account. This allows players to verify that a gambling website is legitimate by checking the domain against the public register.

Why Brands Matter

Understanding the relationship between brands and operators is important for players because:

• Self-exclusion through GAMSTOP applies at the operator level, blocking all their brands
• Complaints and disputes are handled by the licensed operator, not the brand
• Bonus terms and player protections may vary between brands from the same operator
• Responsible gambling limits may be shared across brands from the same operator

Verifying a Brand

To verify a gambling brand is legitimate:

1. Search for the brand name or website domain in our database
2. Note the licensed operator and their account number
3. Cross-reference with the official UKGC public register
4. Confirm the brand/domain status shows as "Active"