The UK regulator ICO has issued a reprimand to Sky Betting & Gaming for unlawfully sharing subscribers’ details with advertising firms. The Information Commissioner’s Office investigated Flutter-owned Sky Betting & Gaming after a complaint by pressure group Clean Up Gambling. The group alleged that the iGaming subsidiary was misusing customers’ personal data to target vulnerable gamblers.
After an exhaustive 18-month investigation, the ICO found no evidence that Sky’s intention was to target at-risk gamblers. However, it was discovered that Sky had processed customers’ data without their consent via advertising cookies over a seven-week period in early 2023. The data was then passed on to advertising tech firms before customers had the option to accept or decline cookies.
ICO Deputy Commissioner Stephen Bonner noted that tailored ads based on personal information, such as receiving a sneaker commercial after joining a gym online, were common. While some may consent to these ads, others may not appreciate them when they impinge on sensitive aspects of digital activity, such as visiting a gambling website or researching health symptoms.
A spokesperson for Flutter’s UK iGaming brand attributed the breach to an accidental technical error and stated that Sky rectified the error promptly after becoming aware of it. Clean Up Gambling first raised concerns about Sky Bet’s invasive online data retrieval processes in August 2022, alleging widespread illegality. The non-profit organization is led by Matt Zarb-Cousin, co-founder of anti-gambling software company Gamban.
This incident may have reminded Flutter of a past issue involving a Sky Vegas free spins promotion sent to vulnerable customers in 2021, for which the UKGC fined the company £1.17m ($2.24m). Despite the reprimand from the ICO, Sky Betting & Gaming welcomed the clearance on the vulnerable gambling accusation and emphasized the importance of data protection and privacy in their operations.