ICO Probes SkyBet for Unlawful Player Data Processing

The ICO reprimanded SkyBet’s parent company, Bonne Terre Limited, for unlawfully processing player data via cookies without proper consent. SkyBet’s previous cookie policy allowed the collection and sharing of player data with marketing platforms before users could opt in or out, sparking concerns about privacy violations. This investigation was initiated following a complaint from the campaign group Clean Up Gambling, which raised alarms about SkyBet’s potential targeting of vulnerable gamblers.

Although the ICO found no deliberate misuse of data, it concluded that Sky Bet’s practices were neither lawful, transparent, nor fair. In response, SkyBet updated its cookie policy in March 2023, now allowing visitors to reject advertising cookies before any data sharing occurs. ICO Deputy Commissioner Stephen Bonner emphasised that this case should serve as a warning to other operators about the consequences of failing to provide fair choices over targeted advertising.