Oslo-listed Gaming Innovation Group (GiG) has launched its B2B marketing compliance solution GiG Comply with operator Mr Green, the first to take on the new service.

The monitoring service has been designed in response to operators' needs to further strengthen control over third-party advertising and brand protection.

“We always look for ways to improve our Green Gaming thinking,” said Mr Green chief executive Jesper Kärrbrink. “By using this technology, we can ensure that traffic coming to our brand does so in a compliant and green way.”

GiG explained that the marketing compliance solution drives responsible gaming by providing improved visibility of where and how brands are being advertised. The service helps protect operators from promotion on websites which are not brand-safe, and also protects from misleading advertising in their name and helps them to adhere to complex advertising standards in regulated markets.

The scalable tool allows operators to set up their own criteria and checklist parameters to scan and check affiliate websites or any requested domains on a daily basis. This will allow them to scan for anything they need, such as ensuring responsible gaming measures are visible on relevant pages or that terms and conditions are correct and up-to-date.

"We're immensely proud to expand our partnership with Mr Green to include GiG Comply services,” said GiG chief digital officer Richard Brown. “Mr Green is already well-known in the market for having sustainability at the heart of its business and, as the first customer to sign up with GiG Comply, Mr Green is now also an early leader in using new technology to help strengthen its marketing compliance."

Shares in Gaming Innovation Group Inc (OSL:GIG) were trading down 1.20 per cent at NOK3.28 per share in Oslo Friday morning, while shares in Mr Green & Co AB (STO:MRG) were down 1.41 per cent at SEK41.90 in Stockholm.