Sky Bet offered free spins to recovering gambling addicts who had banned themselves from the online bookmaker.
A message from its casino brand Sky Vegas, thought to have been sent to thousands of vulnerable ex-players, said they’d be given 100 spins in return for a £5 bet.
The Gambling Commission watchdog is investigating, with Sky Bet saying it will treat the matter ‘extremely seriously’.
It is a legal requirement that gambling companies offer and safely manage self-exclusion programs. They must also block any marketing messages sent by email or phone. Above is a Sky Vegas advertisement.
The campaigner caused a storm among MPs and campaigners, who claimed that the promotional material could cause relapses.
The incident is especially embarrassing for Sky Bet’s owner Flutter, as it took place during Safer Gambling Week.
Sky Bet said: ‘We sincerely apologise to those who have mistakenly received Sky Vegas promotional communications and for the distress this may have caused.’
It is a legal requirement to offer and manage self-exclusion plans.
The subject line of email, seen by the Mail, read: ‘Take a peek at what your mystery bonus is.’
It continued: ‘Here at Sky Vegas, we love the unexpected. That’s right. Simply opt in, spend £5 and claim your 100 free spins. The best part? Whatever you win is yours to keep – that’s the fun in fair!’
It happened as the Government finalized changes to the Gambling Act. It promises to be the biggest overhaul of the laws governing this industry in over 15 years.
Sky Bet said: ‘We sincerely apologise to those who have mistakenly received Sky Vegas promotional communications and for the distress this may have caused.’
Many MPs have demanded from ministers that gambling advertising be banned.
Sky Bet sent a message to recovering addicts after they self-excluded. They warned that it could lead to relapse.
James Grimes, an addict turned campaigner, said: ‘It’s a direct threat to my recovery. We need these systems in place to protect people, if not what’s the point. Self-regulation has failed.
‘Inevitably gambling companies are using data not to prevent harm but to further profits.’ Father-of-two Chris Gilham, 39, another recovering addict, received the email after banning himself from Sky Bet brands over four years ago.
He said: ‘It just makes me feel disappointed and let down. That is a trigger, and that could lead to someone gambling, and ultimately taking their lives.’