Gambling Websites Secretly Sharing User Data with Meta Without Consent
A recent Observer investigation found that dozens of UK gambling websites shared user data with Meta without consent. Testing showed that 52 sites automatically sent data, likely violating UK data protection laws. Meta allegedly used this information to profile users as gamblers and target them with betting ads.
Gambling Websites Shared User Data Without Permission
Many gambling operators embedded Meta Pixel, a tracking tool that captures user activity, including page views and button clicks. The tool sent this data to Meta before users could accept or reject tracking. This means websites shared information without explicit consent.
Some affected websites include Hollywoodbets, Sporting Index, Bwin, Lottoland, 10Bet, and Bet442. Even when sites displayed consent banners, they still transferred data to Meta. Soon after visiting these sites, users received gambling ads on Facebook, suggesting that Meta profiled them as potential betting customers.
Politicians and Experts Call for Action
The findings sparked concern among regulators and lawmakers. Iain Duncan Smith, chair of the all-party parliamentary group on gambling reform, called for immediate action. He stated that the gambling industry’s marketing practices are out of control and that regulators fail to enforce rules.
Privacy expert Wolfie Christl criticized Meta’s involvement.
“Even with consent, sharing data with Meta is risky. Doing so without user approval is a blatant violation of the law. Meta benefits from these practices while avoiding responsibility.”
The Information Commissioner’s Office (ICO) is reviewing tracking pixels, warning that companies must use them “fairly, lawfully, and transparently.” The ICO stated that it would impose fines of up to £500,000 if necessary.
Some Gambling Companies Took Action
After the Observer contacted gambling operators, some updated their websites. Bwin, a former sponsor of Real Madrid, blamed an internal error for its data-sharing issue and fixed it. AG Communications, which operates several gambling brands, also changed its tracking settings.
Others, including Sporting Index and 10Bet, did not respond. Hollywoodbets insisted that it followed all regulations, but tests showed it still sent data to Meta without consent. Lottoland, which has 20 million customers, did not comment.
The Bigger Picture: Data Privacy in Gambling Advertising
These findings add to ongoing concerns about gambling advertising and data privacy. Last year, the ICO reprimanded Sky Betting & Gaming for unlawfully using advertising cookies. In another case, Sky Betting & Gaming collected extensive data on a problem gambler and sent him over 1,300 marketing emails. The High Court ruled that the company’s actions were unlawful.
The Gambling Commission recently restricted cross-selling, which prevents companies from promoting different gambling products to existing customers. However, no rules stop firms like Meta from profiling new customers based on their browsing activity. This regulatory gap allows gambling companies and tech platforms to exploit personal data for targeted marketing.