News Swedish Warning for Mr Green

Swedish Warning for Mr Green


Well-known betting brand Mr Green, part of the William Hill Group, has been warned by the Swedish advertising watchdog over a breach of the country’s gambling and advertising code.

Konsumentverket (KO) is the national ombudsman in Sweden, charged with ensuring that operators don’t break Swedish rules on gambling advertising.

In a statement issued to the media on Tuesday, KO said that Mr Green, and another online betting brand, Karl Casino, which is owned by L&L Europe, were in breach of the rules.  

According to the statement, both Mr Green and Karl Casino are alleged to have pushed marketing and advertising offers to a number of customers and potential customers despite the fact that those individuals were registered with the Spelpaus self-exclusion scheme.

As a result, KO has handed warnings to both operators, advising them on their future advertising conduct. They have also notified the two firms that they would face fines of €200,000 if they were found to be in breach of the rules in this area a second time.

Advertising Law

Johanna Nyblom, the Counsel for KO, outlined the position of the watchdog in a press release put out on Tuesday morning:

“The law is very clear on this point. 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.”

In their statement, KO also took the opportunity to remind all operators in the Swedish gambling market about their duties when it comes to advertising and marketing. They reiterate that all firms in that sector are obliged to ensure that they make no contact with any customer who has added their name to the list of self-excluded online gamblers.

Responding to the statement, Mr Green confirmed that they have taken action to correct its errors and that they had reformed its customer contact database and policies.


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