Sky Betting and Gaming Reprimanded by ICO over User Data Sharing

In the digital world, advertising is everywhere. From TV to social media and even smartphone apps, ads can be found almost everywhere. To target specific customers, companies often sell customer data as a way to reach different audiences. While that’s not unusual in some cases, when it comes to gambling, such ads can have a detrimental effect.

This week, a recognizable betting and gaming company was reprimanded after a regulatory body uncovered that it processed customer data through advertising cookies without their consent. The case involved Bonne Terre Limited, trading as Sky Betting and Gaming.

ICO Receives a Complaint Filed by Clean Up Gambling

The popular brand appeared in the sights of the Information Commissioner’s Office (ICO), an executive non-departmental public body, sponsored by the Department for Science, Innovation and Technology in the UK, after a complaint filed by Clean Up Gambling, a non-profit campaign that encourages the reform of the gambling regulations in Great Britain to ensure sufficient protection.

In its complaint, Clean Up Gambling alleged that Sky Betting and Gaming deliberately misused “people’s personal information to target vulnerable gamblers.” The ICO confirmed Tuesday that it found no evidence suggesting that the operator engaged in such activities.

However, the ICO also found another practice it considered unfair, unlawful and non-transparent. Upon analyzing Sky Betting and Gaming, the regulator found out that the operator leveraged certain personal data through cookies without the consent of the customers.

“We investigated whether Sky Betting and Gaming was deliberately misusing people’s personal information to target vulnerable gamblers, following a complaint from Clean Up Gambling. While no evidence of deliberate misuse was found, the regulator concluded that Sky Betting and Gaming was processing personal data through the use of certain cookies in a way that was not lawful, transparent or fair,“

reads a statement released by the Information Commissioner’s Office

Having a Choice for Advertising Cookies Is Important

Stephen Bonner, ICO’s deputy commission, spoke about the targeted advertising many people receive online. He explained that such targeted ads may not bother some people but in more sensitive cases, such as health symptoms or gambling, many people may not want to share their personal information from being used by advertisers.

Bonner spoke about the ICO’s ongoing efforts to ensure the country’s top 100 websites use cookies for advertising purposes in compliance with the regulations. Out of 100, the regulatory body uncovered issues with 53 websites. The owners of those websites were approached and asked to make changes to the use of advertising cookies. Surprisingly, 52 out of the 53 websites made the relevant changes and ensured their compliance.

Bonner explained: “I’m pleased to see changes being made as a result of our intervention, with 99 of the top 100 websites either already offering a meaningful choice over advertising cookies or making improvements to gain people’s consent.”

Sky Betting and Gaming Resolved the Issue

In the case of Sky Betting and Gaming, the brand took swift action. In March 2023, the operator changed its policies related to cookies, effectively complying with the regulations. In light of this, the ICO issued only a reprimand.

Back in 2022, Sky Betting and Gaming was fined over marketing breaches. At that time, the UK gambling regulator, the Gambling Commission, fined the operator £1.17 million ($1.5 million) due to breaches related to marketing to vulnerable individuals.