Merkur has become the latest group to team-up with Gaming Innovation Group in an agreement that will see the German operator leverage the GiG Comply automated affiliate marketing compliance tool.

The solution enables operators to set-up their own criteria and checklist parameters to scan and check affiliate websites for content including igaming code red words, links and regulatory requirements across multiple jurisdictions

It works by using a rules engine to analyse real snapshots from affiliates’ campaigns, and provides operators with the promotional content that is being used in their brands’ promotions.

Jonas Warrer, Chief Marketing Officer at GiG, said: “It’s important that GiG Comply will continue to help Merkur, as it does our other partners, to remain proactive and in control of its marketing compliance. 

“We’re delighted to be able to ensure affiliates are fully aligned with their brand and responsible gaming requirements.”

Furthermore, GiG Comply will also permit Merkur to set-up bespoke checklist parameters, which can be tailored to cover market-specific legislation and advertising standards. 

This will not only help the online gambling group to ensure that it remains proactive with its marketing efforts, but will also provide confidence that affiliates are aligned with their brand, that responsible gaming measures are visible on relevant pages, and terms and conditions are correct and up to date.

Martin Collins, Affiliate Lead at Merkur, added: “With everything we do here at Merkur Partners we aim to do it right, especially when it comes to compliance. 

“All our brands are operated by local licences both on and offline and where we abide by the rules. Having GiG Comply on board as a strategic partner is a great starting point as both sides come with a vast knowledge of the igaming world, and with ever changing regulations, we will make a great partnership.”