The ICO found Sky Bet had used cookies to collect player data and share it with various marketing platforms before players were able to provide their consent and opt in or out of advertising cookies.
A complaint from campaign group Clean Up Gambling was submitted to the ICO, sparking an investigation into whether the Flutter business was deliberately misusing personal data to target vulnerable gamblers.
While Sky Bet was found to have processed data in a way that was “not lawful, transparent or fair”, the ICO said it found no evidence of deliberate misuse.
ICO deputy commissioner Stephen Bonner believes the case should be a lesson to gambling operators as she urged them to reconsider how they process player data.
“Our enforcement action against Sky Betting and Gaming is a warning that there will be consequences if organisations breach the law and people are denied the choice over targeted advertising,” Bonner said.
Sky Bet changes cookies policy
In response to the ICO’s investigation, Sky Bet made changes to its cookies policy in March 2023, with those visiting the website given the option to reject advertising cookies prior to their personal data being shared.
The ICO is on a wider mission to crack down on websites that don’t offer a “fair and informed choice” to users on how their personal data is shared for targeted advertising.
In 2023, the entity reviewed the top 100 websites in the UK, finding over half used advertising cookies. The ICO warned the 53 relevant sites that they would face action if they didn’t make the changes necessary to adhere to data protection law.
“We’ve all seen adverts online that seem designed specifically for us, such as an ad for trainers after signing up to a gym online,” Bonner added.
“Some people may be happy to consent to receive these, but others may not be comfortable receiving similar adverts, especially when it comes to sensitive aspects of our digital activity.
“For example, if you are visiting a gambling website or looking up concerning health symptoms, you may want to prevent this personal information being shared with advertisers.”
Original article: https://igamingbusiness.com/marketing-affiliates/marketing-regulation/ico-skybet-illegally-processing-data/
