by Brad Allen, EGR Intel
A group of leading affiliates and gaming legal experts are setting up a trade body to help the affiliate sector tackle the increasing regulatory scrutiny it is facing.
The new body, to be named the International Gaming Affiliate Association (iGAA), aims to establish a code of practice to ensure affiliates are promoting gambling in a responsible way and acting in compliance with all local laws.
The iGAA, which is still in the process of being established, has sprung up in response to increased scrutiny of the egaming affiliate market in recent weeks.
Several mainstream news outlets ran articles criticising affiliate practices and operators have responded, with Sky Bet cutting its affiliate programme over regulatory concerns, and Paddy Power Betfair warning partners it has adopted a “one strike policy”.
Tom Galanis, of igaming consultancy and affiliate firm TAG Media, is leading the establishment of the new trade group, and told EGR it would help bring the sector in line with the improved standards operators were demanding.
“The regulatory concerns Sky Bet has cited are a live issue and a genuine problem for operators to face up to,” he said.
“The International Gaming Affiliate Association will represent members by establishing a code of practice to ensure that affiliates are promoting gambling in a responsible way and acting in compliance to all local laws from where they receive traffic, beginning with the UK, and driving forward operational standards for the iGaming affiliate industry.
“Membership will include, among other benefits, learning opportunities pertaining to compliance and is designed with a simple vision of safeguarding consumers and protecting the operator/affiliate partnership for the long term.”
Galanis also said the group would help regulators build a regulatory framework for affiliates if necessary, adding: “In becoming a member, each affiliate will agree to act to the letter of the law (in the UK to begin with) and in the interests of consumer protection.”
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