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Rightlander elevates reach with global expansion

Affiliate compliance tool for the iGaming industry, Rightlander has announced the expansion of its scanning capabilities to 35 new territories.

Until recently, Rightlander’s main focus was on the UK market where affiliate compliance has become the responsibility of operators to police. The scanning tool visits affiliate sites from within the UK and looks for specific words, phrases, T&Cs, images and events that it’s operator clients have specified, producing succinct “alerts” that help affiliate managers and compliance officers to quickly hone in on potential affiliate compliance issues.

The new geo-targeted version of the tool will be able to scan affiliate sites from within its regulated territories including Australia, Sweden, The USA, Greece, Germany, The Netherlands and many more. It is able to detect a website’s language and search for words, phrases and images in that language that link an operator’s brand to potentially non-compliant marketing messages.

Ian Sims, founder and CEO of Rightlander commented: “Rightlander’s priorities are largely driven by our clients’ requirements and we provide data to several large companies dealing in multiple regulated or soon to be regulated territories, so it was only a matter of time before we expanded beyond the UK.”

Recent announcements have seen a ban on bonus advertising in New South Wales, the regulation of sports betting in certain US States and the announcement of the 1st of January 2019 deadline for Swedish regulation to kick in.

Sims emphasised: “The immediate priority for several of our clients seems to be to ensure that affiliates marketing their brands in Sweden are clean and compliant before the regulations kick in. We also have clients with a pressing need to explore the affiliate site landscape in Greece and Australia whose regulatory regime is already causing issues with affiliate marketing.”

He continued, emphasising that one of the biggest challenges is the USA where state-level regulation presents very specific geo-targeting issues: “We have to treat each State as a separate territory so we have set up proxies and VPN access points in each State. This will enable us to not only view content from within a regulated State but to also see how it appears outside of those boundaries in non-regulated States. Both sets of data will together help to monitor affiliate marketing in what will undoubtedly be a very strict compliance regime.”