Dedicated affiliate association to provide players a safer environment

New industry trade association Responsible Affiliates in Gambling has officially launched, with its founding members recognising the role that affiliate marketing providers can play in the promotion of social responsibility and safer gambling environments.

The group will initially comprise of three major players in the UK gambling affiliate sector, the Racing Post, Oddschecker and Better Collective.

The purpose of the association is to promote social responsibility within the affiliate marketing sector in order to create a safer environment for online users, while hoping the association will grow and other like-minded companies will join in due course.

As a condition of membership, each member will be subject to an annual responsibility audit which will be conducted by Gambling Integrity. This audit is designed to ensure compliance with a range of existing statutory and non-statutory regulation, as well as any additional measures which might be adopted over time. These include:

  • The UK Code of non-broadcast Advertising and Direct and Promotional Marketing (the CAP code).
  • The UK Code of Broadcast Advertising (‘BCAP’ code).
  • The Gambling Industry Code for Socially Responsible Advertising.
  • Any relevant guidance issued by regulators such as the Advertising Standards Authority, Gambling Commission and Information Commissioners’ Office on affiliate marketing requirements.

The new trade body will also roll out a framework to engage with politicians and industry stakeholders, in a series of relevant consultations and discussions.

They will offer advice and support towards relevant research, education and treatment projects, as well as the options for improving the training for those working in the gambling affiliate sector. These projects will be decided upon in close collaboration with relevant stakeholders.

Commenting on the launch of RAIG, its inaugural Chairman, Clive Hawkswood, said: “A broad group of affiliates have been discussing the need for a dedicated association for some time. Particular credit should go to the founding members of RAIG for making that a reality and, crucially, for deciding that it should focus exclusively on social responsibility and safer gambling.

“The new audit process will be a key driver to achieving compliance and progress in these crucial areas and raising the standards of the affiliate marketing sector as a whole.

“However, the member are anxious to go beyond that and we look forward to engaging with other stakeholders, especially regulators, to explore what additional measures might be considered in the future.

“Affiliate providers of marketing services are already subject to extensive regulation, but more can always be done in relation to consumer protection, and RAIG will provide the forum for that”.

Sarah Ramanauskas, senior partner at Gambling Integrity, added: “We are delighted to be the providers of audit services to RAIG and its members. The RAIG’s focus on raising standards, together with its objective being to provide a safer environment for players – being an important and timely initiative.”