Rightlander prioritises social responsibility with monitoring system launch

Marketing compliance specialist Rightlander has launched a new monitoring system which will allow operators to highlight affiliate issues relating to social responsibility and the protection of vulnerable customers.

The ‘Social Responsibility Report’ will be made available for UK and Sweden-facing operators, with Rightlander emphasising that the monitoring system develops ‘entry levels essentials’.

Ian Sims, founder of Rightlander.com, explained: “Regulatory guidelines require companies to monitor all marketing messages that their affiliates put out and a key point of regulation is to ensure that the industry adopts a strict level of social responsibility.

“Every operator needs to have the fundamentals in place and this report is designed to provide them the absolute essentials as a starting point on which to build their affiliate compliance strategy.”

The new package searches for marketing at self-excluded gamblers, under 18s and unethical messaging promoted by affiliates, in addition to including PPC monitoring of Google as well as social media mentions and affiliate websites.

The Social Responsibility Report will initially be available to brands in the UK and Swedish markets, with a view to extending the offering to multiple territories.

Sims continued: “We’re in now the middle of an unprecedented crisis and it’s disturbing to see some affiliates trying to take advantage by using unethical advertising techniques and targeting terms, such as Coronavirus and ‘casinos without Gamstop,’ to try and entice players at a potentially vulnerable point in their lives.

“I’ve always been passionate about the gambling industry and the team at Rightlander are motivated to innovate and ensure we remain at the forefront of addressing new compliance challenges that affiliate marketing throws up. As ex-affiliates and affiliate managers, we understand intimately how this method of marketing works and that’s why we are proud to lead the market.”

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