In 2020, Kry, along with competitors Doktor.se, Min Doktor, and Doktor24, engaged in an agreement to refrain from advertising on Google Search when users searched for each other's brand names. This collusion effectively restricted competition in the digital healthcare market in Sweden.

Marie Östman, Director General of the Swedish Competition Authority, emphasized that such agreements violate competition law and can lead to significant penalties. The ability to appear in Google Search ads is crucial for digital service providers, as it allows them to connect with consumers actively seeking their services.

The companies' agreement meant that when a user searched for Kry, advertisements from Doktor.se, Min Doktor, and Doktor24 would not appear, depriving consumers of knowledge about alternative healthcare options. This lack of competition ultimately harms consumers by limiting their choices.

The Swedish Competition Authority imposed fines of SEK 15 million on Doktor.se, SEK 6.5 million on Min Doktor, and SEK 5 million on Doktor24 for their roles in the anti-competitive cooperation. In contrast, Kry received immunity from fines after voluntarily reporting the illegal agreements to the authority.

Östman noted that the leniency program is vital for uncovering illegal cooperation, allowing the first company to report such agreements to receive full or partial immunity from fines. The decisions made by the authority can be appealed to the Patent and Market Court.