A recent study reveals that 86% of licensed UK gambling websites breach data privacy rules by collecting player information before consent and using manipulative cookie banners.
Researchers at Swansea University’s GREAT Centre analysed 624 UK-licensed gambling websites and uncovered widespread violations of data privacy regulations, particularly concerning the use of cookies and tracking technologies. Nearly 25% of these sites did not provide users with an option to disable tracking software, which enables advertisers to monitor players’ activity across the internet and deliver targeted ads.
Major operators such as Ladbrokes and William Hill were found to collect user data before obtaining explicit consent. This data was often shared with third-party marketing analytics platforms, raising concerns about how player information is handled beyond the gambling sites themselves. Some websites, including Dafabet, failed to offer any consent choices at all, denying users control over their personal data.
The study also highlighted the widespread use of “dark patterns” in cookie consent banners. These design tactics include visually emphasizing the least privacy-friendly options, pre-selecting settings that share more data, and hiding the option to reject tracking behind additional clicks. Such methods nudge users toward consenting to data collection more readily than they might otherwise, undermining informed consent.
While some data collection before consent can be legitimate—for example, verifying a player’s location to comply with UK licensing requirements—the research found that much of the data was used for marketing purposes without clear permission. This practice potentially exposes players to unwanted advertising and reduces their control over personal information.
For players and bettors, these findings mean their personal data may be collected and shared more extensively than they realise. Cookie banners on gambling sites may not always provide straightforward or transparent choices to protect privacy, making it important for users to be vigilant when interacting with these prompts.
The UK Information Commissioner’s Office (ICO) has been actively enforcing GDPR compliance across websites, successfully improving standards on many of the country’s top sites. However, gambling operators appear to lag behind other sectors in respecting these privacy rules, according to the research.
Legal expert Ravi Naik described the situation as “paint a picture of widespread and systemic non-compliance“, highlighting the scale of the issue within the gambling industry.
Players concerned about their privacy should carefully review cookie settings on gambling sites and consider using browser tools or extensions that limit tracking. Awareness and caution can help reduce exposure to aggressive data collection practices.
For more information on UK gambling regulation and player protection, visit GamblingNews.today UK and Responsible Gambling.
Additional context on gambling and regulatory issues can be found in related coverage such as Prediction markets have become America’s new national pastime | The Guardian.
Source: Gambling | The Guardian.
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