Affiliate compliance specialist Rightlander has announced the launch of a new feature, called Radar.
Radar aims to point out unethical and misleading messages that are hidden behind paywalls.
Rightlander has performed a number of updates and product launches this year, providing support for operators in Spain, Germany and further afield.
Radar is available to regulated operators in the UK from this month.
Exposing misleading marketing
In its press release, Rightlander said the following.
“With the gambling industry under increased regulatory scrutiny in the UK regarding misleading marketing, one of the areas that has caused concern and is among the hardest to police is that of subscription content.
“Tipsters, matched betting sites and affiliate newsletters often fly under the radar using direct mail, software downloads or password access to distribute content.”
The compliance services supplier has sought to address the above in a variety of ways. Operators will be able to monitor private channels and “investigate serious incidents or issues highlighted by the regulator”. Thanks to this, an additional layer is added to affiliate compliance processes. Moreover, management takes little time.
Helping those with a responsibility to be compliant achieve that
Rightlander’s Radar service will also be useful for investigations related to emergency regulatory issues, such as measures put in place to protect players during COVID-19. One aspect which has needed to be addressed is affiliates marketing to self-excluded players.
Each operator using Radar will be notified whenever there are issues that put their brands and licences at risk. They will also receive monthly reports, which will offer insight on issues uncovered and content that has been investigated.
Rightlander Founder Ian Sims had the following to say.
“The ASA recently published a ruling against an affiliate in the iGaming space who is not only still active but we have discovered is sending out affiliate links to UK licensed operators via email.
“Radar is designed for any compliance officer or affiliate marketing professional who has a responsibility to ensure that affiliate and marketing content is pushed to consumers in a compliant fashion and who needs to quickly identify when a brand’s licence is being put at risk.
“This level of service requires a specific knowledge of the sector and how affiliates work. We employ experienced gamblers and affiliates who know what to look for and how to recognise ‘bad actors’ to seek out these marketing channels and conduct the monitoring.”
