The newly established ‘Responsible Affiliates in Gambling’ (RAiG) standards body has detailed its support of the new collaborative measures published yesterday by the UK Gambling Commission (UKGC).
The UKGC formed its series of new measures and directives working with industry ‘leadership workgroups’ coordinated by the Betting and Gaming Council (BGC) – having moved to strengthen UK gambling codes on VIP programmes, advertising protections and product designs.
Amongst its directives on advertising protections, the UKGC underlined that incumbents must ensure ‘adopting a code of conduct for affiliates which will be amended and updated on a regular basis to ensure all measures undertaken by the industry will be implemented equally by advertising partners’.
Clive Hawkswood, Chairman of RAiG said that the standards body supports the UKGC’s collaborative approach on forming industry directives.
“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,” said Hawkswood.
Hawkswood also revealed that RAIG has started discussions with the BGC to develop a ‘code of practice for affiliates’, and is now gathering input on what critical marketing areas to address.
Nevertheless, Hawkswood urged operators and regulatory stakeholders to consider affiliates and their distinct marketing services as a critical component of the industry when forming present or future directives.
He added: “Although collaboration is appreciated, 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 pro-actively.”