Marketing News

Stockholm-listed Better Collective has joined forces with rival affiliates Oddschecker and Racing Post to establish a new trade association that will be chaired by Clive Hawkswood.

Responsible Affiliates in Gambling (RAIG) will promote socially responsible marketing of gambling products and a safer gambling environment for customers.

The association will be chaired by Hawkswood, the former CEO of the Remote Gambling Association (RGA).

The RAIG’s other directors include Karl Pugh, head of business development for Better Collective; Guy Harding, head of commercial at Oddschecker; and Cian Nugent, digital director at the Racing Post.

“A broad group of affiliates have been discussing the need for a dedicated association for some time,” said Hawkswood. “Particular credit should go to the founding members of RAIG for making that a reality and, crucially, for deciding that it should focus exclusively on social responsibility and safer gambling.”

As a condition of membership, each RAIG member will be subject to an annual social responsibility audit to ensure compliance with a range of existing statutory and non-statutory regulations, as well as any additional measures which might be adopted.

These will include the UK Code of non-broadcast Advertising and Direct and Promotional Marketing (CAP Code); the UK Code of Broadcast Advertising (BCAP Code); the Gambling Industry Code for Socially Responsible Advertising; and any relevant guidance issued by the Advertising Standards Authority, UK Gambling Commission; and Information Commissioners’ Office on affiliate marketing requirements.

“The new audit process will be a key driver to achieving compliance and progress in these crucial areas and raising the standards of the affiliate marketing sector as a whole,” said Hawkswood. “However, the members are anxious to go beyond that and we look forward to engaging with other stakeholders, especially regulators, to explore what additional measures might be considered in the future.

“Affiliate providers of marketing services are already subject to extensive regulation, but more can always be done in relation to consumer protection and RAIG will provide the forum for that.”

Better Collective CEO Jesper Søgaard added: “For Better Collective, compliance and responsible gambling have always been core focus areas due to our commitment and vision to empower iGamers.

“I am therefore extremely proud that we become co-founders of RAIG, which I believe can be a game-changer for compliance standards for affiliates and which will ensure a lift of the entire industry in terms of responsible behaviour for the benefit of the users.”