The PGAA aims to create contractual security between the two groups for the first time, with Karhu concerned with the imbalance in their existing relationship. 

Unlike in other B2B industries, there is currently no contractual security for affiliates who are forced into signing one-sided agreements that are subject to change with very little notice. 

The association aims to address the current situation by advocating for fair terms and conditions for affiliates when promoting operator brands. 

Bojoko has confirmed that it will handle any initial communication between the PGAA and operators, and has called on all affiliates to join the association. 

“The situation online gambling affiliates face is unprecedented when compared with other industries and sectors,” said Karhu. 

“Running a business without a secured contract is simply unsustainable and puts organisations and their employees at great risk. 

“By creating the PGAA, I hope to be able to provide the contractual security that affiliates need to be able to promote operator brands and be confident that the players they send and the revenues they generate are secured over time.”