Swedish Ombudsman Warns Operators Of Breaching Marketing Codes

Sweden’s consumer ombudsman Konsumentverket (KO) has told national media that William Hill’s subsidiary, Mr Green, and L&L Europe’s Karl Casino, have infringed Sweden’s advertising and gambling codes.

The igaming operators are tasked with supporting promotional deals to clients registered with the’ self-exclusion system’ of’ Spelpaus’ Swedish gambling.

KO Governance has issued warnings to Mr Green and Karl Casino about their advertising conduct, notifying operators of the possibility of SEK 2 million (€ 200,000) fines should they again violate the conditions of self-exclusion.

“The law is very clear on this point,” said KO Counsel Johanna Nyblom. “The idea is that players who want to pause or stop playing should be completely protected from direct calls to play and from getting advertising directly on mobile or via e-mails.”

KO recalled industry-level Gaming Law responsibilities in advertising and marketing disciplines, emphasising that licenced operators are obliged to ensure that they have no contact with self-excluded customers.

Mr Green Marketing has announced that its contact mistakes have been corrected, with the company changing the terms of its customer database.

The Swedish re-regulated online gambling marketplace faced criticism with respect to marketing practises at the end of its first full year of operations, with critics citing unnecessary advertisement as a particular concern.

Swedish incumbents’ criticism has seen industry players working in conjunction with independent trade groups BOS and SPER to develop new guidelines on advertising standards supporting self-regulation and gambling advertisement moderation.