London-listed Kindred Group has partnered data-tracking solutions provider Rightlander to improve its responsible gambling controls and ensure that its affiliates remain compliant with advertising regulations.

The Rightlander solution scans websites and builds a database of locations where an operator's brand is referenced or linked to. It the follows each link to its final destination and records data such as affiliate tags, anchor text and creative materials used around the brand.

Kindred Group will use the solution to keep track of all affiliate activity and content for brands such as Unibet, 32Red and Roxy Palace, ensuring its Kindred Affiliates division can be sure that third-party partners are acting responsibly.

Rightlander also allows Kindred Affiliates to set specific criteria for potential breaches of compliance. When any such breach is discovered, it generates an alert notifying the programme and any Rightlander-registered affiliate.

"We are pleased to have joined forces with Kindred Affiliates, helping them strengthen affiliate compliance and responsibility across all of its online gambling brands," Rightlander founder Ian Sims said.

"In the eyes of UK regulators, operators are responsible for the affiliates acting on their behalf, but keeping track of their activity is complex and time consuming. We make that process much easier and far more effective."

Kindred Affiliates head Ryan Henderson added: "As a licensed operator in multiple jurisdictions, Kindred Group puts responsible gambling and sustainability at the very core of our business. Our affiliate partners are expected to share these values, while remaining compliant with the regulations and rules issued by the relevant authorities.

"Rightlander adds an additional layer of oversight to our existing processes," Henderson continued. "The technology provides automated reporting that allows the Kindred Affiliates team to quickly identify where and how our Brands are being promoted, ensuring that all partners are aligned in their marketing approach."

Shares in Kindred Group plc. (STO:KIND-SDB) were trading down 0.43 per cent at SEK114.95 per share in Stockholm Thursday morning.