The Swedish Consumer Agency (KO) has accused William Hill’s Mr Green and Karl Casino of violating the provisions of the country’s gambling act by marketing its brand to gamblers listed on the self-exclusion registry.
The authority has issued injunctions to William Hill-owned online gambling brands.
The operators have been asked to cut all communication with consumers who have signed for Sweden’s national self-exclusion system Spelpaus.
The KO has also warned to penalize each operator with a fine of SEK2m (£162,053/€189,388/$208,455) in case they continue to violate the regulations.
“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 inducements to gamble, as well as from getting advertising directly on mobile devices or via email,” KO process counsel Johanna Nyblom said.
Mr Green explained the violation as an error on their part as it said that communications to the excluded gamblers was a mistake due to mismatch of customer database and email campaign.
Gambling addiction has been on the rise in Sweden. The number of people who signed up for self-exclusion has also gone up. Recently, the gambling regulator revealed that a total of 41,703 people have signed up to its Spelpaus.se self-exclusion register. The figure represents an 11.0% increase from the number of people registered by the end of Q2.
Currently, there are 92 gambling operators operating in the Swedish market.