Betfred signs up for GiG marketing compliance tool

Betfred has become the latest operator to sign up for Gaming Innovation Group's (GiG) marketing compliance solution GiG Comply.

The tool allows operators to monitor third party marketing, to ensure partners such as affiliates are complying with any relevant advertising regulations, and not promoting brands via illegal sites. 

It can scan up to 30,000 web pages every day, producing a list of the locations where a certain brand is mentioned.

“We are delighted to have partnered our technology with tier one operator Betfred,” GiG interim chief executive Richard Brown said. “It’s a clear sign that Betfred are continuing to take affiliate compliance seriously, and we are proud to be contributing to their efforts.”

Betfred becomes the latest high-profile igaming brand to sign up for GiG Comply, with the likes of bet365, Kindred Group and Betsson among those to deply the solution in recent months.

“Protecting players and abiding by regulations has never been so important, so we are happy to be working with GiG Comply,” Betfred director of compliance Adele Farrell explained. “At Betfred, we want to ensure that our affiliate partners are working in a responsible and compliant way, and GiG Comply is the most effective and efficient way for us to monitor the content they are publishing for our brand.”

In July, Betfred reported a loss of £40.7m, largely due to exceptional costs in relation to the write-down in value of its retail business after UK government opted to reduce fixed-odds betting terminal (FOBT) stakes.