Gambling Affiliates Come Together to Support Responsible Gambling

Article by : Erik Gibbs Nov 13, 2023

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The Responsible Gambling Affiliate Association has been officially formed, bringing together companies with shared values committed to fostering an environment where gambling affiliate firms can meet the commercial needs of the regulated online gambling market.

The RGAA, established by six prominent US gambling affiliates, is poised to function as a trade association dedicated to promoting reasonable regulation, responsible advertising and consumer protection.

The RGAA aims to advocate for responsible gambling marketing and advertising practices, empower gambling affiliate companies to influence sensible regulation and safeguard consumer interests while actively participating in the market.

Comprising six key players in the US online gambling affiliate sector—Better Collective, Catena Media, Gambling.com Group, oddschecker Global Media, Spotlight Sports Group and XLMedia plc—the Association recognizes the importance of affiliate marketing providers engaging in broader industry initiatives in the United States.

This involvement is aimed at advocating for sensible advertising regulation that strikes a balance between consumer protection and the practicalities of digital advertising.

While gambling affiliates already face substantial regulation, the RGAA believes there is room for improvement in enhancing the standards of the affiliate marketing sector.

The recently formed trade association is built upon five fundamental strategic pillars. The first pillar focuses on the importance of open and competitive online gambling markets, ensuring consumer access to a diverse array of modern online gambling services.

The second pillar centers on industry education, with plans to develop initiatives aimed at enhancing visibility and garnering greater recognition within the gambling sector for gambling affiliates while inviting additional businesses to join over time.

The third pillar addresses consumer protection, empowerment and choice, directing consumers toward locally licensed and regulated options, promoting innovation, elevating customer service standards and enhancing the overall consumer experience.

The fourth pillar is dedicated to establishing advertising codes of conduct to ensure ethical marketing and advertising practices, playing a crucial role in minimizing problem gambling while serving the commercial needs of the broader gambling industry.

Finally, the fifth pillar revolves around responsible business practices grounded in thoughtful dedication, intelligent advocacy and a profound sense of responsibility towards both the industry and the consumers it serves.

The association is actively in the process of recruiting a permanent President to serve as the figurehead, playing a pivotal role in shaping the future of responsible affiliate practices.

The association advocates for member needs, fostering collaboration with industry stakeholders and upholding the highest standards of integrity. A formal announcement will be made upon the appointment of the RGAA President.