Over the past month, Kindred has made wholesale changes to the brand to meet the compliance standards set out by the Norwegian regulator – which were detailed in a cease-and-desist letter handed to the subsidiary in 2019.
The changes included removing all Norwegian flags from the website and channels, changing the language on all sites from Norwegian to English, discontinuing all advertising and marketing activities in Norwegian and stopping the offer of talking to Norwegian-speaking customer service agents.
However, even with the new changes, the regulator is persisting with the ‘non-enforceable’ fine, which Kindred believes has no legal basis and will challenge in the courts.
Kindred said in a statement: “Trannel firmly disagrees with the NGA's assessment as it is entirely legal for Norwegian residents to access and use international gambling services, which are licensed in the EU/EEA area and offered within a safe and secure environment, Kindred will continue to accept customers residing in Norway passively.
“The NGA does not have jurisdiction over Trannel as the company is domiciled in Malta and duly licensed by the Maltese Gaming Authority. Therefore, Kindred is confident that the coercive fine cannot be enforced by the NGA outside of Norway.”
In October 2022, Kindred was granted a reprieve from the daily NOK 1.2m ($112,414) fine when it was paused by the regulator. However, that now appears to have been reversed, with Kindred having to defend itself and its brand in the Oslo courts.