The UK Information Commissioner’s Office (ICO) has issued a formal reprimand to Sky Betting and Gaming, operated by Bonne Terre, for processing users' personal data through advertising cookies without obtaining proper consent.
The violation occurred between 10 January and 3 March 2023, when users accessing the Sky Bet website had their personal data shared with advertising technology companies before they were given the option to accept or reject cookies.
An investigation by the ICO was launched following a complaint from Clean Up Gambling, a campaign group concerned with gambling harm.
Although the investigation did not find evidence of Sky Betting and Gaming intentionally targeting vulnerable gamblers, the ICO determined that the company’s use of cookies violated data protection laws by being neither lawful, transparent, nor fair.
Sky Betting and Gaming responded to the ICO’s findings by making changes to its website in March 2023. These changes now allow users to reject advertising cookies before their personal data is shared for advertising purposes.
This action is part of a broader ICO effort to address websites' compliance with data protection regulations, particularly regarding advertising cookies. In a 2022 review of the UK’s top 100 websites, the ICO found that more than half were not compliant with the rules on advertising cookies.
Of the 53 websites contacted for non-compliance, 52 have since made changes to their cookie settings. However, gossip platform Tattle Life did not engage with the ICO and is now under investigation.
Stephen Bonner, ICO Deputy Commissioner, commented: "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."
Last year, the ICO supported a data-sharing project known as GamProtect, aimed at preventing gambling-related harm by allowing operators to share information about at-risk customers.
This project, launched in collaboration with the Gambling Commission, is part of a wider effort to protect consumers while ensuring compliance with data privacy laws.
