Responsible Affiliates in Gambling Established

Will Responsible Affiliates in Gambling be a Success?

A new body for iGaming affiliates has been formed with the Responsible Affiliates in Gambling being established, headed up by former Remote Gambling Association CEO Clive Hawkswood.

A product of the combined efforts of Better Collective, Oddschecker and the Racing Post, the Responsible Affiliates in Gambling is an organisation that recognises the role affiliates play in the promotion of iGaming products. With the RAIG placing an emphasis on social responsibility and a safer gambling environment for consumers.

In a press release issued this morning, to be able to become a member of the RAIG, affiliates will have to demonstrate compliance with a range of existing statutory and non-statutory regulation as well as any additional measures which might be adopted over time.

The existing statutory and non-statutory regulations 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.

Jesper Søgaard, CEO of Better Collective, said: “For Better Collective, compliance and responsible gambling have always been core focus areas due to our commitment and vision to empower iGamers. I am therefore extremely proud that we become co-founders of RAIG which I believe can be a game-changer for compliance standards for affiliates and which will ensure a lift of the entire industry in terms of responsible behaviour for the benefit of the users.”

The appointment of Hawkswood as chairman of the new organisation certainly shows on the surface at least, that the RAIG is a serious proposition and something serious full time UK facing iGaming affiliates should consider joining.

However, over the past 20 years or so it has been demonstrated time and time again, that organising iGaming affiliates to work together for the greater good, is akin to rounding up dozens of feral cats. Time will tell whether the RAIG is here to stay or like many others before them, will be just a mere flash in the pan.

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Simon Wright

Simon Wright

Simon Wright has been both a player and an observer of the online casino industry for over 15 years. His knowledge of the online casino industry – to include sports is massive. Not many folks have the experience or his knowledge about online gambling. His adoration of football is also noted. He has painted his house blue (Chelsea) and annoys his neighbors with local football songs on game days.

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