UK

Study Finds UK Gambling Sites Breach Privacy Rules

October 19, 2026
Priya Patel

A recent study reveals that nearly nine out of 10 UK-licensed gambling websites are breaching data privacy rules, raising concerns about player data security and consent.

Researchers from Swansea University’s GREAT Centre tested 624 gambling websites and found that 86% failed to comply with the General Data Protection Regulation (GDPR). This regulation governs how companies collect, store, and process personal data, aiming to protect consumers’ privacy online.

One key issue is the use of cookie banners, which ask users for consent to track their data. The study found that nearly a quarter of these sites did not offer an option to turn off tracking software. This software allows advertisers to follow users across the web and target them with personalised marketing. Some well-known operators, including Hollywood Bets and Admiral Casino, were among those not providing an opt-out option.

Additionally, two-thirds of the sites began collecting user data before consent was given. While some data collection is allowed for legitimate reasonssuch as verifying a user’s locationresearchers noted that data was often sent to third-party marketing platforms without prior approval. Notable operators like Ladbrokes and William Hill were identified in this practice. A small number of sites, including Dafabet, offered no consent choice at all.

The study also highlighted the use of 2dark patterns2 on gambling sites. These are design tactics that nudge users toward accepting data sharing, such as pre-selecting privacy-unfriendly options, visually emphasising the least private choices, or hiding the reject option behind additional clicks. Nearly 60% of sites emphasised less private options, and 47% hid the reject button behind a second layer.

For players, these findings mean that personal data may be collected and shared without clear permission, potentially exposing them to unwanted marketing and privacy risks. Players should be aware that cookie banners on gambling sites might not always offer genuine control over their data.

Ravi Naik, legal director at data protection specialist AWO, said the findings 2paint a picture of widespread and systemic non-compliance.2 This suggests that UK gambling operators lag behind other sectors in respecting data privacy laws.

The UK Information Commissioners Office (ICO) is actively working to enforce GDPR compliance across websites, having already improved standards for 95% of the top 1,000 UK sites. However, gambling operators appear to be a notable exception, with many still using aggressive data collection tactics.

Players concerned about privacy should carefully review cookie settings on gambling websites and consider using browser tools or extensions that limit tracking. Understanding how personal data is used can help players protect themselves from intrusive marketing and potential misuse of their information.

This development also highlights the importance of regulatory oversight in safeguarding player rights beyond just gambling fairness and responsible gambling measures. Data privacy is a key aspect of player protection in the digital age.

For more on UK gambling regulations and player protections, visit GamblingNews.today UK section and Player Protection.

Read the full study and report at The Guardian.

Related coverage includes an analysis of prediction markets in the US, which also face regulatory scrutiny, available at The Guardian – Prediction Markets.

Priya Patel
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