Sky Betting & Gaming Warned by ICO Over Unlawful Data Sharing

ICO Investigation Findings

The ICO launched an investigation into Bonne Terre Ltd, trading as Sky Betting & Gaming, following a complaint from Clean Up Gambling, a campaign group advocating for safer gambling practices. The group accused Sky Betting & Gaming of misusing customer data to target vulnerable gamblers with personalised ads. However, the ICO found no evidence that the company had deliberately targeted vulnerable individuals.

Nonetheless, the ICO identified a breach concerning advertising cookies. Between January and March 2023, the company processed customer data without consent, sharing it with digital advertising partners immediately after customers visited its platform. The ICO emphasised that data collection through cookies must occur only after obtaining clear consent from users.

Past Incidents and Response

This isn’t the first time Sky Betting & Gaming has faced scrutiny. One of its brands, Sky Vegas, was previously fined £1.2 million by the Gambling Commission for sending promotional offers to individuals with gambling problems during Safer Gambling Week. Despite these past issues, the recent ICO investigation found no intentional targeting of vulnerable gamblers.

Stephen Bonner, the ICO’s deputy commissioner, commented on the broader privacy concerns associated with personal data usage: “Some people may be happy to consent to receive personalised adverts, but others may not be comfortable when it comes to sensitive aspects of our digital activity, such as gambling or health concerns.” Bonner stressed the importance of transparency in how companies collect and share personal data.

Sky Betting & Gaming acknowledged the ICO’s findings and expressed regret over the incident. A company spokesperson stated: “We regret the accidental technical error which resulted in some customers’ information being incorrectly shared with our digital advertising partners without consent being obtained for a seven-week period at the beginning of 2023. We rectified this error within a day of becoming aware of it.” The company also welcomed the ICO’s determination that no evidence supported the broader claims made by Clean Up Gambling.

Background and Future Implications

Sky Betting & Gaming licenses its brand from Sky Group, though the two entities are not affiliated. In 2018, Sky Betting & Gaming was sold to The Stars Group for $4.7 billion, which later merged with Flutter, a £30 billion global gambling conglomerate.

The ICO has been actively working to improve corporate compliance regarding data privacy, particularly in the use of advertising cookies. Last year, the regulator reviewed the UK’s top 100 websites and found that over half had issues with cookie usage. Sky Betting & Gaming was among the companies reviewed, although it has since taken steps to address its compliance.

The incident highlights the ongoing challenges in balancing business needs with regulatory requirements in the digital age, particularly in industries such as gambling, where customer data privacy is a sensitive issue.