Mr Green Orders Its UK Partners to Remove Casino Adverts from Their Websites
February 6th, 2020 3.00pm
Online gambling operator Mr Green has instructed its affiliates in the UK to immediately remove all casino adverts from their websites.
The operator, owned by the British bookmaker William Hill, explained that recent changes in compliance were the main reason behind the latest decision.
A Serious Regulatory Issue
In the message sent to its UK-based affiliates, the company failed to provide detailed information about the product that caused all this trouble. Whatever that may be, it has landed the operator in trouble and resulted in the immediate withdrawal of all casino adverts.
Mr Green’s partners in the UK have simply been informed about the operator’s decision. The message instructed them to stop advertising Casino and Live Casino offering in the UK. The operator clearly said all promotional materials for the aforementioned products would have to be taken down, including banners, pop-ups, links, as well as any of the posts on social media targeting customers in the UK.
Mr Green is one of the most popular online gambling brands, and the operator is owned by MRG, an online gambling group purchased by William Hill last year. Mr Green has a significant market presence across regulated gambling markets in Europe, offering its customers casino services and online sports betting.
In January 2019, William Hill took over MRG in a deal worth £242 million. According to the gambling giant, the ultimate goal of this move was to lessen the impact the UK market had on the company’s operations, and also to further strengthen the company’s digital gambling division.
Another important factor for this move is the fact MRG is headquartered in Malta, which will enable William Hill to establish an EU based following the UK departure from the EU.
In the message sent to its UK affiliates, Mr Green pointed out that it was still OK to advertise sports betting products. That’s why all Casino and Live Casio banners have been since replaced with those advertising the operator’s sportsbook. All those affiliates that still have Casino and Live Casino banners on their sites are required to immediately inform their account managers.
Mr Green stated it was working to resolve the issue in question, and added once the matter was settled it would inform all of its partners. Only then will they be able to continue promoting the operator’s Casino and Live Casino offering.
Operators Are Fleeing the UK Market
Mr Green is not the only operator that has been forced to comply with the new regulatory changes, and whose everyday operations have been impacted by the recent pressure. Some of them weren’t willing to adapt to these circumstances and have instead decided to completed leave the UK market. The new year had barely kicked off when LeoVegas announced its Royal Panda brand would no longer be available to customers in the UK.
The popular brand whose offer includes iGaming and online sports betting ceased its operations in the UK on January 31.
Another name which opted out to leave the local market was the Maltese online gambling provider Max Entertainment. The company explained it wanted to focus its resources on regulated markets within the EU. It also said goodbye to its customers in January.
However, Max Entertainment’s license was revoked by the country’s regulatory body, the UK Gambling Commission, in mid-2019. After the UKGC decision was revealed, the company initially filed an appeal, but it looks like the Malta-based operator has decided to explore its growth opportunities in other markets on the Continent. The list of online casino and sports wagering brand operated by Max Entertainment includes the Slotty, Vulkanbet, GGBet and the recently-launched GoSlotty.
All Mr Green promotional materials must be taken down.