The Responsible Gambling Affiliate Association (RGAA) has been founded by six US-based companies to regulate and advocate for the industry.
The RGAA was launched by Better Collective, Catena Media, Gambling.com Group, oddschecker Global Media, Spotlight Sports Group, and XLMedia.
Mark Frank Pedersen, Better Collective CEO of North America, 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."
As a trade association, the RGAA will focus on five pillars; promoting competitive gambling markets, education within the industry, creating advertising codes of conduct, encouraging responsible business practices and finally ensuring consumer protection, empowerment and choice.
Michael Daly, Catena Media CEO, said: "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."
The President of the RGAA will be announced at a later date.
Charles Gillespie, Gambling.com CEO, said: "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.”
Only yesterday, one of the founding members Better Collective announced a definitive agreement to acquire Playmaker Capital, a Toronto-based digital sports media group.
