Merkur will use GiG Comply to monitor its advertising partners in a move intended to improve oversight and subsequently, affiliates’ regulatory compliance.

GiG Comply is an automated solution that scans webpages for content, including certain links and iGaming “code red” words.

Its built-in “rules engine” then analyses these snapshots, alerting operators to any content from affiliate campaigns that may violate local regulations.

“It’s important that GiG Comply will continue to help Merkur, as it does our other partners, to remain proactive and in control of its marketing compliance,” said Jonas Warrer, GiG’s Chief Marketing Officer.

“We’re delighted to be able to ensure affiliates are fully aligned with their brand and responsible gaming requirements.”

Comply allows operators to customise search criteria and “checklist parameters.” As result, GiG claims its tool can help operators remain compliant in multiple jurisdictions.

This likely appealed to Merkur, which has operations in several countries, including Germany; a nation that recently introduced new rules on gambling and gambling ads.

Martin Collins, Affiliate Lead at Merkur, said: “With everything we do here at Merkur Partners we aim to do it right, especially when it comes to compliance. All our brands are operated by local licences both on and offline and where we abide by the rules.

“Having GiG Comply on board as a strategic partner is a great starting point as both sides come with a vast knowledge of the iGaming world, and with ever-changing regulations, we will make a great partnership.”