How companies such as Rightlander are improving Malta’s affiliate compliance

With enhanced regulation creating new challenges for Malta-based gambling companies, operators and affiliates find it increasingly difficult to maintain marketing compliance across all platforms and channels.

Companies such as the UK-based Rightlander, offer tailored solutions with industry-specific systems designed to reduce the time and risk associated with manual compliance monitoring. 

Companies falling foul of enhanced compliance regulations

Malta has long been popular with online casino operators due to its relatively low taxes and abundance of business opportunities. 

Companies such as Genesis Global, Mr.Green, GiG (Gambling Innovation Group), and Kindred Group were forced to alter their business practices. Meanwhile, CZ Holdings has voluntarily relinquished its licence allegedly to avoid a UKGC enquiry. Similarly, Casumo was among several online casino operators receiving heavy fines (six figures, in this case) for violations.

Many online casino companies based in Malta originate elsewhere and hold gambling licences from the Malta Gaming Authority, the United Kingdom Gambling Commission, and Canadian authorities, all of which continue to tighten restrictions on compliance for operators and affiliates. Operators must not only ensure every piece of content and communication they put out matches the compliance guidelines for each country but that the same is true of their affiliates and stakeholders. 

Big fish edging out the minnows​

Multi-asset gambling groups such as Bet365 have resources to monitor their various marketing channels and affiliates and the capital to absorb any financial penalties.

Smaller online casino operators do not have this luxury. Their lack of resources increases the risk of compliance breaches and the likelihood of being hit by a substantial fine. Depending on the amount, such a fine can be enough to sink a smaller company.

Fines are not the only penalty that can devastate an online gambling business. Other penalties can include restrictions on using certain payment methods, such as PayPal or credit/debit cards. Authorities can also order a full investigation into the company in its entirety. Both penalties, combined with the stigma of an investigation, and the bad publicity that comes with it, can be devastating to a smaller business.

How Rightlander can help​

UK-based compliance specialist Rightlander.com has created a system tailored to the iGaming industry that can help smaller online casinos continue to compete against the giants. 

If the ‘minnows’ are to have a fighting chance, they need to ensure their content across all marketing channels, including via affiliates, is compliant and consistent. 

Doing so manually takes time and resources not available to many smaller businesses. However, Rightlander’s agile technology can scan and monitor millions of pieces of content and communications from companies and affiliates all over the world. 

The system trawls and checks landing pages are correct, offers are accurate, T&Cs are included and clear, and there are no live exposures. 

You can set the parameters and include specific instructions on what to flag, so you are immediately alerted to any potentially risky content. This could be non-compliant content or content that is not ‘on brand’ that an affiliate could damage your image by publishing. 

Any such content can then be removed or amended before it is picked up by one of the regulatory bodies. 

Rightlander’s clever technology can be used to identify opportunities, such as landing pages that can be easily optimised to improve SERPs.

Smaller companies need to ensure they avoid any financial penalties for breaches of compliance. Just as important, is maintaining a reputation as an honest and authoritative online casino. In such a saturated market, brand loyalty is fragile and can be lost in seconds. 

If customers feel misled or even if they cannot quickly find the information they seek, they will go elsewhere. 

To survive in this increasingly strictly regulated industry, online casinos must not just be engaging and entertaining, but they must also maintain a spotless reputation.

Disclaimer: Play responsibly. For help, visit www.rgf.org.mt. Players must be over 18