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TRAFFIC
igaming sector is to ensure you are completely aware of what guidelines you are operating within . As well as legal requirements like data privacy , intellectual property issues and rules issued by consumer protection bodies , this also includes practices you would do well to avoid from an ethical , reputational or operational standpoint .
So , it ’ s important that marketers look to identify all areas of vulnerability as early as possible , as this will inform the entire campaign creation process from ideation through to execution . This discussion is particularly important when working with international igaming brands or clients operating in a market that you ’ re unfamiliar with , as legislation can differ drastically depending on location .
Without this , you run the risk of pitching campaign concepts to a brand that are not feasible or appropriate , which is a waste of time , effort and budget .
Another key way to avoid being caught out by compliance concerns late in the process is to make sure your igaming client passes all relevant material to their internal compliance or legal team for sign off . Often , marketing teams will select a concept based on the topic or outreach potential and not consider the legal implications – involving a compliance team as early as possible will prevent back and forth .
And finally , it ’ s recommended that all igaming brands and related marketers regularly consult legislation between campaigns to stay informed and up to date with key changes . intellectual property issues and consumer protection regulations . But remember , the laws aren ’ t the same in every market , and laws differ between states in the US , so you ’ ll need to consult local legislation on top of key compliance concerns .
• Data collection and privacy As with all brands , it ’ s crucial that those in the igaming sector follow GDPR guidelines and other data protection legislation when collecting or managing customer data . This means you can ’ t distribute any customer data , such as the sum spent on slots , without authorisation and / or appropriate anonymisation , or you may face fines or prosecution . This is particularly important for brands that handle a large quantity of confidential data , such as payment details and addresses inputted on an online casino . Again , data protection laws can differ by region so be sure to adhere to all local and national guidelines .
• Intellectual property issues Intellectual property issues refer to things like image copyright and trademarked material which aren ’ t authorised for commercial use . When it comes to igaming campaigns , it ’ s particularly prevalent for entertainment-based topics , such as film titles or album covers , or concepts that might require photos of celebrities and other notable public figures . That means that you can ’ t use them without permission ; if you do , you may face legal repercussions for infringement , which can include hefty fines , bans or even prosecution .
SOME COMMON COMPLIANCE CONCERNS
The regulatory landscape can be difficult to navigate , even for the most experienced of brands . The three main issues that you need to be aware of when operating in the igaming sector are data privacy ,
“ There ’ s nothing worse than investing in a campaign concept that looks great on paper , yet causes legal issues in outreach ”
36 • ISSUE 89 • Q1 2022