The Responsible Gambling Affiliate Association (RGAA) has been founded by six US gambling affiliates, as a trade association.
The RGAA will advocate for “reasonable regulation, responsible advertising and consumer protection”.
Forming the RGAA are Better Collective, Catena Media, Gambling.com Group, Oddschecker, Spotlight Sports Group and XLMedia. The six have joined as initial members and hope others will follow suit.
The association hopes to “champion” responsible gambling marketing and advertising practices, empower affiliates to influence “sensible regulation” and protect consumer interests.
The six founders have also highlighted that affiliate marketing providers should be participating in industry initiatives in the US to impact advertising regulations and advocate the practicalities of digital advertising.
In forming the RGAA, the six companies decided on five strategic pillars: promotion of competitive gambling markets; industry education; consumer protection, empowerment and choice; advertising codes of conduct and responsible business practices.
The association is currently still in the process of hiring a permanent president to act as the figurehead for the organisation.
Marc Frank Pedersen, CEO of North America, Better Collective, said the association is committed to help empower the industry to promote gambling as entertainment and ensure responsible gambling.
“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,” he explained. “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, Catena Media CEO, commented that the US 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,” Daly said.