RAIG supports affiliate regulations put forward in UK collaboration strategy
Chair Clive Hawkswood urges the affiliate sector to see wide-ranging regulatory reforms “more of an opportunity than a threat”
The Responsible Affiliates in Gambling (RAIG) trade body has praised proposals put forward by the UK Gambling Commission (UKGC) regarding affiliate advertising restrictions.
The UKGC’s initiatives, in conjunction with the Betting and Gaming Council (BGC), will see VIP programmes restricted to customers over the age of 25 and restrictions on the PPC marketing of these programmes to those over 25.
The development of an affiliate code of conduct mirroring operator commitments was also announced, with the measure becoming effective no later than July 2020.
RAIG has previously held discussions with the BGC regarding the establishment of an affiliate code of practice in regard to safeguarding potentially at-risk customers.
The online advertising working group – headed by Sky Betting & Gaming – has also requested the development of a common list of negative search terms, as well as more consistent use of customer data in marketing messaging targeting and age-gating of YouTube channels.
Hawkswood said: “‘RAIG very much supports the introduction of additional safeguards for the young and vulnerable, especially with regard to the marketing of gambling products, and we believe these proposals should sit comfortably alongside a number of initiatives that we are already undertaking.”
Hawkswood did point out that while some affiliates may have some “concerns” over the new proposals, he was adamant that the gambling industry needed to do more to create a safer environment.
He continued: “Although it is appreciated that some affiliates will have concerns about a code being imposed on them, the hope must be that the sector will come to see this as more of an opportunity than a threat.
“What cannot be in doubt is that all parts of the gambling industry need to do more to create a safer gambling environment and it is vital that affiliates play their part in that and do so proactively.”