Mr Green orders UK affiliates to halt advertising

All UK affiliate advertisers have been ordered to cease promoting the Mr Green online casino platform.

The William Hill-owned Mr Green online casino platform has issued an “urgent request” to its UK affiliates demanding that all active advertising of the online casino be halted with immediate effect.

The urgent request was issued to affiliates via an email titled “Important: UK Compliance Update” and that this is in response to recent compliance changes.

What was said in the email?

In the email, Mr Green outlined that the order only applies to material promoting its online casino and live casino products. This includes marketing material such as banner ads, text links, social media post and pop-up ads.

The email read: “Due to recent changes in compliance, UK affiliates must pause all Mr Green UK Casino and Live Casino promotions for the UK immediately. UK affiliates must remove all materials promoting these products in the UK such as banners, text links, pop ups, social posts and any other marketing materials for the UK. Mr Green UK Sports are still available to promote.

“Therefore, we have replaced all Mr Green Casino and Live Casino banners with Sportsbook banners. We kindly ask that if you see any Casino or Live Casino banners still on your site, to let your Account Manager know. We are working hard to resolve this issue and will be sure to let you know once you are able to promote Mr Green UK Casino and Live Casino once again.”

What is Mr Green?

Mr Green is the flagship European online gambling brand of MRG Group, an igaming company that was purchased by William Hill in 2019 for €270m (£227.7m). The purchase of MRG provided William Hill with Mr Green, a multi-market online casino brand.

Upon acquiring the company, William Hill referred to the purchase as a significant strategic step in its plan to expand its presence in international jurisdictions.

In its latest unaudited January 2020 trading statement, William Hill said that “online international performance was mixed”.

The statement read: “Online International performance was mixed with net revenue expected to be broadly flat on a pro forma basis3 during the fourth quarter; sportsbook net revenue was weak while a good performance in gaming was driven by Mr Green.”

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