Gaming Innovation Group (GiG) has signed an agreement with Betsson Group, which will see the Swedish online betting company use GiG’s marketing compliance screening tool – GiG Comply.

In signing with GiG, Betsson Group will now be strengthening its control over third-party advertising, while protecting their brands from being promoted on websites which are not brand-safe or compliant.

Being specifically designed to ensure regulatory compliance and to also reduce the laborious mania checking of affiliate sites, GiG Comply’s technology scans and also analyses across tens of thousands of web pages, images and URLs with the widest reach in the market. In addition to this, the tool will also provide detailed analytics and reports, which include brand mentions.

Richard Brown, chief operations officer at GiG, said: “We are excited to add Betsson Group to our growing number of partners and to support them in protecting their brands and end users.

“Our leading marketing and compliance technology will allow Betsson Group to keep even more control of its affiliate marketing.”

Speaking about this agreement, Ronni Hartvig, chief commercial officer at Betsson Operations, added: “We are looking forward to working with the GiG Comply product to reinforce Betsson Group’s existing compliance processes. The product will support us in guaranteeing that affiliate activity and marketing is compliant and sustainable.”

This is the latest recruit for GiG Comply, after SuprNation signed a deal to use the software at the start of the month.

The software has also been used by bet365, who can use it to check for the presence, or lack of notable terms, images and promotional links while also seeing whether age-gates games or code red words are present next to a promotion.