Top UK betting affiliates, Racing Post, Better Collective and Oddschecker have formed a new trade association, ‘Responsible Affiliates in Gambling (RAIG),’ to define the roles and responsibilities of affiliate marketing firms and service providers to ensure that they comply with the necessary standards of consumer protections.
The purpose of the new trade association would be to promote ‘social responsibility within the affiliate marketing sector to create a safer environment for online users.’
The association has plans to expand by adding other similar UK companies that have the same business philosophy.
The members of the association would have to undertake ‘an annual social responsibility audit, which will be conducted by Gambling Integrity.’ The purpose of the audit would be to ensure that the affiliate firms are complying with both statutory and non-statutory regulations, including: the UK CAP Code, the UK Code of Broadcast Advertising (‘BCAP’ code), the Gambling Industry Code for Socially Responsible Advertising and, any relevant guidance issued by regulators such as the Advertising Standards Authority; Gambling Commission; and Information Commissioner’s’ Office on affiliate marketing requirements.
Remote Gambling Association (RGA) Chief Executive 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 members 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,” he added.