FairPlay CEO makes case for affiliate licensing

Interest piece. I agree that RG is a collective responsibility and affiliates play a key role in making sure they promote in line with regulations and brand guidelines. Having worked with affiliates for nearly 2 decades, I am a firm believer that a successful affiliate channel is built on trust and transparency. Whilst the bad actors may be a minority (at least in my experience), there are ways to tackle them and minimise their damage to a brand and the affiliate industry as a whole. Being proactive and adopting a deep KYA (know your affiliate) approach, having a good understanding of where traffic is coming from and regularly checking that promotional content published is accurate and not misleading to consumers are among the effective actions that help enforce a positive industry.