Affiliate compliance firm Rightlander has introduced a new ‘social responsibility report’ to the UK and Sweden, targeting unethical behaviour.
Through this, operators in these two European markets will have access to “entry-level essentials”.
New tools to help with the promotion of responsible gambling
The social responsibility report will enable searches for unethical and illegal marketing by affiliates. These include the targeting of self-excluded users and people under the age of 18.
Moreover, PPC monitoring of Google – plus social media mentions and affiliate websites – will be added.
Social responsibility fundamentals a must for all iGaming operators
Rightlander Founder and CEO Ian Sims explained the new tool in more depth. He also spoke about why it’s important for compliance to be taken seriously.
Sims’ words were as follows.
“Every operator needs to have the fundamentals in place and this report is designed to provide them the absolute essentials as a starting point on which to build their affiliate compliance strategy.
“I’ve always been passionate about the gambling industry and the team at Rightlander are motivated to innovate and ensure we remain at the forefront of addressing new compliance challenges that affiliate marketing throws up. As ex-affiliates and affiliate managers, we understand intimately how this method of marketing works and that’s why we are proud to lead the market.”
Responsible messaging is even more important right now
Some operators have come under fire for including the coronavirus (Covid-19) outbreak in their advertising. One place this has happened is the Netherlands, where brands have been warned that such practices will impact their licence applications when the Remote Gaming Act comes into force next year.
Kansspelautoriteit (KSA), the country’s gambling regulator, has also warned that the minimum penalty for such ads will be bumped up to at least €250,000. This is 25% higher than the normal fee for advertising breaches.
Elsewhere, Gaming Innovation Group (GiG) earlier this week announced that operators would receive a free compliance check for coronavirus-related terms.
When talking about the importance of staying responsible in the current scenario we find ourselves in, Sims said the below.
“We’re in now the middle of an unprecedented crisis and it’s disturbing to see some affiliates trying to take advantage by using unethical advertising techniques and targeting terms, such as Coronavirus and ‘casinos without Gamstop,’ to try and entice players at a potentially vulnerable point in their lives.”
