The Information Commissioner’s Office (ICO) yesterday (23 January) published its new online tracking strategy for 2025. The main aim is to bring the top 1,000 UK websites into compliance with data rules. Within it the ICO expressed concerns over harm that can be done if online tracking is not done responsibly.
Outlining the strategy, Stephen Almond, the ICO’s executive director of regulatory risk, specifically mentioned gambling addiction in a blog post. “Online tracking is a part of everyday digital life. It enables personalised advertising, funds many free services and shapes our online experiences.
“But when it isn’t done responsibly, harm can occur. For example, gambling addicts may be targeted with betting ads based on their browsing record – with no easy way to block them,” he said.
In 2024 the ICO took enforcement action in 2024 against Sky Betting and Gaming. The operator was found to be using cookies without consent from consumers.
In the coming year, the ICO will investigate compliance failures in the adtech ecosystem to ensure publishers are providing consumers with meaningful control over how they are tracked online.
The ICO wants to make it easier for publishers to adopt more privacy-friendly forms of online advertising. It will also provide more clarity around the requirements of data protection law, leaving no excuse for non-compliance.
The ICO will engage with consent management platforms to ensure the options they offer publishers reflect data protection requirements. It said it will warn publishers where consent management platforms do not support compliance by default.
Gambling harm concerns
In the blog post Almond also said the ICO’s vision is clear. It aims to establish a fair and transparent online world providing consumers with meaningful control.
“It is imperative that individuals can trust the digital services they use and make informed choices about how their information is used.
“Our new online tracking strategy sets out how we will spend 2025 making this vision a reality – tackling the challenges of online tracking across websites, apps and connected devices. This is not just about compliance; it’s about fostering innovation, trust, and a level playing field for all.”
The crackdown comes in the wake of an investigation into the UK’s top 200 websites over the last two years.
In an initial assessment of the top 100, the ICO discovered issues with how 53 of the sites were using advertising cookies.
Among these was Sky Betting & Gaming, which led to an ICO investigation. This concluded that the group was “processing personal data … in a way that was not lawful, transparent or fair”.
Original article: https://igamingbusiness.com/marketing-affiliates/gambling-sites-to-be-impacted-by-icos-online-data-crackdown/
