A recent study has found that the majority of UK-licensed gambling websites are breaching data privacy laws by tracking users before consent and limiting their ability to opt out.
Researchers at Swansea University’s GREAT Centre tested 624 gambling sites licensed in Britain and discovered that 86% appear to violate the General Data Protection Regulation (GDPR). This regulation governs how companies collect, store, and process personal data, aiming to protect consumers’ privacy online.
Nearly a quarter of the sites tested did not offer users the option to disable tracking software, which allows advertisers to follow users across the web and target them with personalized marketing. Notable operators without opt-out options included Hollywood Bets, sponsor of Brentford FC, and Admiral Casino.
Furthermore, two-thirds of the gambling websites began collecting user data before obtaining consent. While some data collection is permitted for legitimate purposes, such as verifying a customer’s location, the study found that data was often sent to third-party marketing analytics platforms without prior approval. Well-known operators like Ladbrokes and William Hill were among those identified.
Alarmingly, 2% of the sites offered no consent choice at all, including Dafabet, which sponsors Celtic FC.
The study also highlighted the use of so-called “dark patterns”—design tactics that nudge users toward accepting data sharing. These include emphasizing the least privacy-friendly options visually, pre-selecting such options by default, and hiding the reject button behind additional clicks. While these patterns do not automatically break the law, they were present on 86% of sites that committed at least one GDPR breach.
For players and bettors, these practices mean that personal data may be collected and shared without clear permission, potentially leading to increased targeted advertising and reduced control over privacy. Consumers should be aware that cookie banners on gambling sites may not always provide straightforward choices and that their data could be used for marketing purposes before they agree.
Ravi Naik, legal director at data protection firm AWO, said the findings “paint a picture of widespread and systemic non-compliance“.
Britain’s Information Commissioner’s Office (ICO) is actively working to enforce GDPR compliance across websites, having already secured adherence from 95% of the top 1,000 UK sites. However, gambling operators appear to lag behind in meeting these standards.
Players concerned about their privacy should carefully review cookie settings on gambling websites and consider using browser tools that limit tracking. Being cautious about data sharing can help reduce exposure to targeted marketing and protect personal information.
For more on UK gambling regulation and player protection, visit GamblingNews.today UK and Player Protection.
Read the full study and details at The Guardian.
Additional regulatory updates include France’s tightening of anti-money laundering duties for gambling firms, as reported by SBC News, and major operators like bet365 enhancing compliance with AI-driven marketing oversight platforms (SBC News).
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