William Hill-owned MRG has ordered its UK affiliates to cease promotions for its Mr Green UK casino and live casino products with immediate effect.
MRG said in an email to affiliates titled “Important: UK Compliance” and subtitled “urgent request” that the order is in response to recent changes in compliance.
The operator said the order will apply to all materials promoting the products, including banners, text links, pop-ups and social posts.
MRG added that the move does not affect Mr Green’s UK-facing sports betting activities, with MRG to replace all Mr Green casino and live casino banners with sportsbook adverts.
“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,” MRG said in an email to affiliate partners.
“We kindly ask that if you see any casino or live casino banners still on your site, to let your account manager know.”
When contacted by iGaming Business for comment, William Hill's communication director Ciaran O’Brien said the decision is simply due to the operator switching to a new affiliate platform.
MRG and O'Brien did not provide any detail on the compliance issue that it referred to in the email, but the halting of promotions comes after William Hill in November last year became one of a number of leading operators to declare their support for a new safer gambling initiative.
Aimed at addressing the harm gambling can cause to consumers and young people, the ‘Safer Gambling Commitments’ has been designed to support the GB Gambling Commission’s National Strategy to Reduce Gambling Harms.
Measures include operators working together to develop new codes of conduct for direct and affiliate marketing and sponsorship activities.
William Hill, which acquired MRG in January 2019, was joined by the likes of Aspers, bet365, Caesars, Flutter Entertainment (Paddy Power Betfair), Genting, GVC (Ladbrokes and Coral), Playtech, Rank Group, Sky Betting & Gaming in committing to the initiative.