Betting companies in Spain will have access to a new tool that will help them to comply with tough new government regulations, thanks to compliance monitoring firm Rightlander.
The company has announced the launch of a bonus tracking report for the Spanish market as a response to the government’s measures restricting online gambling advertising.
The government published Article 37 of Royal Decree 11/2020 last week, which restricts audio-visual communications put out by gambling operators to broadcast times of between 01:00 and 05:00. The government has also announced a ban on targeted email communications along with direct advertising through social media. Acquisition or retention campaigns that provide financial rewards, any form of bonuses, free bets, odds multipliers or similar offers are also banned.
According to Rightlander, the new tool will enable companies to identify any affiliate pages that are promoting bonuses along with their brand. The report will be able to spot keywords that could be used in affiliate marketing material, focusing on specific terms that could be used to suggest that gambling could change a person’s life or solve financial problems. Operators who sign up for the report will also be able to access a list of affiliates sending traffic to their Spanish sites.
Speaking about the launch, the founder of Rightlander, Ian Sims, said that the early signs were that the new tool was having a big impact:
“Rightlander is ideally positioned to make these sorts of snap decisions as we already have a substantial database of Spanish language affiliate sites that we scan regularly, although, until now that has mainly been for affiliate links to non-ES domains, as per the local regulator’s guidelines.”
According to media reports in Spain, the government took the decision to put a limit on marketing following news that the regulator, La Direccion General de Ordenacion del Juego, had identified an upsurge in gambling activity. In addition, Sociedad Estatal Loterias y Apuestas del Estado, the state owned lottery, has also been shut down during the coronavirus crisis.