Sky Betting & Gaming has been under investigation after illegally sharing customer data with advertising companies, which led to a formal rebuke (pdf) from the British Intelligence Commission (ICO). The rebuke stems from the use of advertising cookies that have processed users’ personal data and exposed them to personalized marketing campaigns without proper consent.
The ICO’s move follows an investigation into Beaune Tere, which trades under Sky Betting and Gaming, sparked by complaints from campaign group Cleanup Gambling. The group has raised concerns that the company is mishandling customer data, particularly vulnerable individuals, by allowing targeting ads without customers’ permission.
Investigation Finds Illegal Data Use
The ICO found no evidence to support claims that Sky Betting and Gaming deliberately targeted vulnerable gamblers, but its investigation found that it clearly violated data protection regulations. In the UK, users’ personal information was processed through advertising cookies without their consent from January to March 2023. During these seven weeks, customers’ data was shared with third-party advertising technology companies before they had the opportunity to accept or reject the use of cookies.
The ICO emphasized that misuse of personal data is a serious problem, especially in sensitive areas such as gambling, as it can have significant consequences. Stephen Bonner, deputy director of the ICO, cited by the Guardian, explained: “We’ve all seen ads online that look specifically designed for us, like ads for trainers, after signing up for a gym online. While some people may be willing to agree to receive these ads, others may be uncomfortable getting similar ones, especially on the sensitive side of digital activities.”
Bonner stressed that individuals visiting websites related to gambling or health issues should be able to control whether their personal data is shared with advertisers.
Sky Betting and Game Response
In response to the ICO’s findings, Sky Betting and Gaming acknowledged the error, but downplayed its severity. A spokesperson for the company said: “We regret an accidental technical error in which information from some customers was incorrectly shared with digital advertising partners for seven weeks at the beginning of 2023 without consent. We corrected this error within a day of being aware of it.”
In addition, a spokesperson welcomed the ICO’s conclusion that there was no intentional intention to target vulnerable customers, noting: “After 18 months of thorough investigation, we welcome the ICO’s decision to find no evidence to support the claims made by the campaign group Clean Up Gambling.”
Widespread concern about cookie compliance
Sky Betting and Gaming has previously faced regulatory action, including a £1.2m fine for sending promotional offers to individuals identified as problem gamblers. The disciplinary action was part of the ICO’s broader effort to ensure that companies comply with regulations on how they collect and use personal information online.
The ICO has been focused on improving transparency in cookie use across its websites. Last year, regulators reviewed the top 100 websites in the UK, including those run by Sky Betting and Gaming, and found that more than half did not follow proper protocols for cookie advertising. 바카라사이트 추천
Sky Betting & Gaming, part of global gambling giant Flutter, licensed its Sky brand from Sky Group but operates as a separate corporation. The betting business was sold to Starz Group in 2018 and merged with Flutter the following year. Despite its global presence, investigations into customer data processing in the UK are now intensifying.