Rightlander – Helping Online Gambling Operators With Affiliate Compliance Checks

By Brian Cullingworth, Last updated Dec 19, 2017

Software that allows online gambling operators to run automated checks on complete affiliate sites to help identify compliance issues

The innovative Rightlander software (see previous InfoPowa reports) has found wider application in assisting online gambling operators to ensure that their affiliate marketers are complying with increasingly strictly enforced marketing regulations in a growing number of jurisdictions.

Operators can provide Rightlander with lists of affiliate websites and the scanner identifies pages where operator brands are mentioned or linked, any anchor text used, where images used to link are self-hosted and where specific operator-defined words or phrases occur.

Rightlander provides operators with a range of reports, which can be downloaded in CSV format after each run for flexible filtering and follow-up actions, and which can be stored by the operator for audit-trail purposes. Each report deals with a specific affiliate site, and is filtered to only include brands the operator is responsible for.

The reports detail page locations on the affiliate site where any of the above criteria are relevant, making it easier to identify potential compliance issues.

Reports are available for the following:

Link report: pages where links to brands are found with anchor text
Creative report: pages with links via self-hosted creative, with image URL
Brand report: pages where a brand is mentioned by not linked
Phrase report: pages where operator-defined words/phrases appear alongside brand links or motions

In short, the Rightlander Compliance Service has been designed to significantly reduce the time taken to conduct manual checks of affiliate websites in an affiliate management system.

Ian Sims, founder of Rightlander, said: “Rightlander is an evolving product that will grow alongside the compliance needs and requirements of online gambling operators. The immediate concern is to help them meet their obligations before the UK Gambling Commission deadline in March next year.

“From April 2018, it is our intention to provide a more detailed and tailored version of the product, containing elements that work in both real-time and on a frequency basis to ensure affiliate compliance not just in the UK but around the world.”

Sims says that Rightlander uses a simple cost-effective pricing structure which significantly reduces the cost and time associated with manual compliance checks. The product is a landing page tracking platform that also allows affiliates to effectively identify broken landing pages, or those that have been significantly altered or lost relevance.

It does this by following links to the merchant’s website, scanning the page, and storing the image and data in an intuitive dashboard. In addition to its compliance benefits for operators, Rightlander therefore has application in enabling affiliates to make informed decisions about where they send traffic, increasing conversion and driving revenues.

Brian Cullingworth

Infopowa news was a staple of Casinomeister’s news from 2000 until 2019. Brian Cullingworth was the main writer, contributor, and was one of the most knowledgeable persons I have ever known involved in the online casino industry.

We first met in January 2001 at the ICE in London where I observed him going booth to booth interviewing online casino, software, and licensing jurisdiction representatives. Brian was also heavily involved with our forum as “Jetset“, he was involved as an informal consultant to eCOGRA, the OPA, and was a player advocate who assisted countless aggrieved players with his connections to industry folks. He also published “Casino Cautions” via Infopowa news for quite a number of years. These can be found in our news archives.

His passing in February 2019 was a dark day for us. He will be forever missed.

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