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Six major US gambling affiliates have joined forces to create a new trade body, the Responsible Gambling Affiliate Association (RGAA).

Better Collective, Catena Media, Gambling.com Group, Oddschecker Global Media, Spotlight Sports Group, and XLMedia are all listed as founding members.

The RGAA’s stated mission is to champion responsible gambling marketing, empower gambling affiliates to influence regulation, and protect consumer interests.

The organisation will be dedicated to “nurturing” an environment where gambling affiliates can best serve the commercial needs of the country’s regulated online gambling market.

The founding members believe that affiliates must participate in the broader US industry to advocate for sensible regulation that balances both consumer protection and the practicalities of digital advertising.

The RGAA’s position is that standards across the affiliate marketing sector could be further improved through regulation.

It was founded on five strategic pillars as listed below:

The RGAA is in the process of hiring a permanent president.

Better Collective North America CEO Marc Frank Pedersen said: “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,” he added.

Catena Media CEO Michael Daly described affiliates as “vital” to an industry that is continuously regulating, while Gambling.com Group CEO Charles Gillespie said US gambling stakeholders must understand the “critical role” that affiliates play in helping operators achieve their growth targets.

“Our ambition is that the RGAA will support fair play for all,” added Oddschecker Global Media CEO Stuart Simms.

A similar affiliate standards body was created for the UK market back in 2019, which now appears to be inactive.

Responsible Affiliates in Gambling, or RAIG as it was known, also counted Better Collective, Oddschecker and Spotlight Sports Group as founding members.

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