Date: 10.11.2023

by Mateusz Mazur

Last update: 25.11.2023 10:41

Six Leading Affiliate Companies in the US Launch the Responsible Gambling Affiliate Association

The establishment of the Responsible Gambling Affiliate Association (RGAA) marks a significant advancement in the online gambling sector.

Six Leading Affiliate Companies in the US Launch the Responsible Gambling Affiliate Association

This new coalition, comprising six leading companies in the US online gambling affiliate market, is dedicated to promoting responsible gambling practices while balancing commercial needs and consumer protection.

RGAA’s Mission and Strategic Approach

The RGAA’s core mission is to advocate for responsible gambling marketing and advertising practices. It aims to empower affiliate companies to influence sensible regulation, safeguard consumer interests, and actively participate in the market.

This initiative underscores the need for affiliate marketing providers to engage in broader industry discussions, especially in advocating for balanced advertising regulation in the United States.

Key Members and Their Commitment

Founding members of the RGAA include prominent industry players like Better Collective, Catena Media, Group, oddschecker Global Media, Spotlight Sports Group, and XLMedia plc.

These members recognize the importance of participating in industry initiatives to elevate standards in affiliate marketing and promote responsible gambling practices.

Five Strategic Pillars of the RGAA

  1. Promotion of Competitive Gambling Markets: Emphasizing open and competitive online gambling markets to provide diverse and modern services to consumers.
  2. Industry Education: Developing initiatives to enhance visibility and recognition of gambling affiliates, with plans to expand membership.
  3. Consumer Protection, Empowerment, and Choice: Steering consumers towards regulated options to promote product innovation and superior customer experiences.
  4. Advertising Codes of Conduct: Establishing ethical marketing and advertising practices to minimize problem gambling risks.
  5. Responsible Business Practices: Advocating thoughtful, intelligent advocacy and a deep sense of responsibility towards the industry and consumers.

Leadership and Future Developments

The RGAA is in the process of appointing a permanent President to lead the organization and advocate for responsible affiliate practices. This appointment will be crucial in shaping the future of the industry and ensuring the highest standards of integrity.

Founding Members’ Perspectives

Mark Frank Pedersen, CEO of North America, Better Collective: “We are committed to doing everything possible to help empower our industry to promote gambling as entertainment and enable our customers to enjoy our products and services responsibly. Having the industry come together with a unified approach to creating standards and guidelines puts the best interests of our consumers, customers, and their families at the forefront. Not only is this the right thing to do for our customers, it’s the best thing to ensure the success and longevity of the industry and our businesses.”

Michael Daly, Chief Executive Officer of Catena Media, commented: “The US gambling market is swiftly regulating, and affiliates are vital to the overall industry. Catena Media is proud to be a founding member of the RGAA, an association committed to promoting responsible, positive wagering experiences through legal, regulated operators.”

Charles Gillespie, Chief Executive Officer of Group, commented: “All stakeholders in the American online gambling market need to understand the critical role affiliate companies play in helping regulated online gambling operators achieve their growth targets. Group is proud to be part of the new Responsible Gambling Affiliate Association to ensure that standards remain high among our peers and that the voice and message of the affiliate marketing community is heard loud and clear.”

Stuart Simms, Chief Executive Officer of oddschecker Global Media, commented: “Our consumers are at the heart of everything we do so we, together with our fellow founding members, wanted to lead the way in promoting social responsibility in the affiliate industry and creating a safer gambling environment for consumers in the US as that market continues to grow. Our ambition is that the RGGA will support fair play for all.”

Mark Renshaw, Chief Executive Officer of Spotlight Sports Group, commented: “Spotlight Sports Group has always been at the forefront of the responsible gambling ecosystem, consistently looking to go above and beyond regulatory requirements. We are extremely proud to be a founding member of the Responsible Gambling Affiliate Association, which I believe will play a key role in ensuring the highest standards are set among the affiliate industry.”

David King, Chief Executive Officer of XLMedia plc, commented: “XLMedia is very proud to be a founding member of the RGAA, an association committed to promoting responsible online gambling. As an affiliate marketing company, we play a critical role in providing consumers with choice while supporting regulated online gambling operators to reach customers and grow their business.”

Our Comment on the Article

The formation of the Responsible Gambling Affiliate Association represents a pivotal move towards responsible and ethical practices in the online gambling industry.

This collaborative effort by leading affiliate companies demonstrates a significant shift towards consumer protection and responsible marketing.

The RGAA’s strategic pillars lay a solid foundation for promoting a safer, more transparent, and consumer-focused gambling environment. As the market continues to evolve, the RGAA’s role in setting industry standards and influencing sensible regulation will be instrumental in shaping the future of responsible gambling practices, benefiting both the industry and its consumers.