UK

Study Finds UK Gambling Sites Breach Privacy Rules

September 6, 2026
Priya Patel

A recent study reveals that the vast majority of UK-licensed gambling websites are breaching data privacy laws by improperly handling cookie consent, putting player data at risk.

Research by the University of Swansea’s GREAT Centre tested 624 gambling websites licensed in Britain and found that 86% failed to comply with the General Data Protection Regulation (GDPR). This regulation sets strict rules on how companies must collect, store, and process personal data, including the use of tracking cookies.

Nearly a quarter of these sites did not offer users the option to disable tracking software, which allows advertisers to follow users across the internet and target them with personalized marketing. Notable operators lacking this option included Hollywood Bets, sponsor of Brentford FC, and Admiral Casino.

Two-thirds of the sites began collecting user data before consent was given. While some data collection is allowed for legitimate purposes, such as verifying a customer’s location, the study found that data was often sent to third-party marketing platforms without prior consent. Well-known operators like Ladbrokes and William Hill were among those implicated.

Alarmingly, 2% of the sites offered no consent choice at all, including Dafabet, sponsor of Celtic FC. The study also highlighted widespread use of “dark patterns” designed to nudge users toward accepting data sharing. These include visually emphasizing the least privacy-friendly options, pre-selecting such options by default, and hiding the reject button behind additional clicks.

Such practices make it difficult for players to protect their privacy and control how their data is used. The Information Commissioner’s Office (ICO), the UK’s data privacy regulator, is currently working to enforce GDPR compliance across websites but has reportedly made limited progress in the gambling sector.

Ravi Naik, legal director at data protection firm AWO, said the findings “paint a picture of widespread and systemic non-compliance.” He also criticized the ICO for insufficient enforcement action against gambling operators.

For players, this means their personal data may be collected and shared without clear consent, increasing risks of targeted advertising and potential misuse. Players concerned about privacy should carefully review cookie settings on gambling sites and consider using browser tools to limit tracking.

This issue highlights the need for stronger data protections in online gambling to safeguard consumer privacy and reduce potential harm. Players can learn more about their rights and how to manage cookies on the ICO website.

Read the full study and details at The Guardian.

For more on UK gambling regulation and player protection, visit our UK and Player Protection sections.

Additional context on regulatory challenges in gambling markets can be found in recent coverage by SBC News, which discusses pressures including tighter regulation and player retention.

Meanwhile, insights into consumer protection efforts in related sectors are available from CDC Gaming, highlighting the importance of truthful communication and regulation to protect consumers.

Priya Patel
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