The Information Commissioner’s Office (ICO) has issued a reprimand to Sky Betting and Gaming for unlawfully processing personal data through advertising cookies without users’ consent. The action comes after an investigation revealed that, between 10 January and 3 March 2023, Sky Betting and Gaming shared customers’ personal data with advertising technology companies immediately upon accessing the SkyBet website—before users had the option to accept or reject cookies.
This unlawful data processing allowed the company to target users with personalised ads without their prior consent or knowledge. The ICO concluded that Sky Betting and Gaming’s actions were neither lawful, transparent, nor fair, although it found no evidence that the company had deliberately targeted vulnerable gamblers.
As a result of the investigation, Sky Betting and Gaming implemented changes in March 2023 to ensure that users can reject advertising cookies before their data is shared. This case is part of the ICO’s broader effort to tackle misuse of cookies by UK websites, with over half of the top 100 websites facing similar issues in how they process customer data.
Stephen Bonner, ICO Deputy Commissioner, emphasised the importance of the move: “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 also encouraged businesses to review their cookie consent practices, adding that the ICO is set to scrutinise the next 100 most visited websites to ensure compliance.
This action highlights the regulator’s ongoing campaign to ensure that users have meaningful control over their personal data, with most websites having now introduced measures such as ‘reject all’ buttons and more prominent cookie consent options. As part of this strategy, the ICO will continue to monitor the digital advertising landscape and release updated guidance on the use of cookies later this year.
