UK

Study Finds UK Gambling Sites Breach Privacy Rules

October 18, 2026
Priya Patel

A recent study has found that the vast majority of UK-licensed gambling websites are breaching data privacy rules by tracking users before they give consent and using manipulative cookie banners. The research, conducted by Swansea Universitys GREAT Centre, tested 624 gambling sites and revealed that 86% appear to violate the General Data Protection Regulation (GDPR), which governs how personal data must be handled.

For players and bettors, this means many gambling sites collect and share personal data without clear permission. Nearly a quarter of these sites did not offer an option to disable tracking cookies, which follow users activity online and target them with tailored marketing. This group includes notable operators such as Hollywood Bets, sponsor of Brentford FC, and Admiral Casino, linked to a high-street slot machine firm.

Moreover, two-thirds of the sites began harvesting data before users had actively consented. While some data collection is allowed for legitimate reasons, like verifying a users location, the study found that data was often sent to third-party marketing platforms. This raises concerns about how much player information is shared and for what purposes.

The study also exposed widespread use of dark patterns in cookie banners. These design tactics nudge users toward accepting data sharing by visually emphasizing the accept button, pre-selecting privacy-unfriendly options, or hiding the reject button behind additional clicks. Nearly half of the sites tested used such tactics, complicating players ability to protect their privacy.

For consumers, these practices can result in unwanted marketing, loss of control over personal data, and increased privacy risks. Players concerned about their data should carefully review cookie settings on gambling sites and consider browser tools that limit tracking.

The UKs Information Commissioners Office (ICO) is actively enforcing GDPR compliance across websites, having pushed 95% of the top 1,000 UK sites to comply. However, gambling operators appear to lag behind in meeting these standards.

Legal experts have described the findings as “paint a picture of widespread and systemic non-compliance“ with privacy laws in the gambling sector. This highlights the need for stronger enforcement to protect players data rights.

Players can stay informed about their rights and privacy protections by visiting the ICOs official website and monitoring updates from the UK Gambling Commission, which oversees licensed operators.

For more on UK gambling regulation and player protection, see our coverage at GamblingNews.today UK and related articles on player protection and regulation.

Additional context on gambling industry challenges can be found in recent Guardian reports, including Online bookies accused of UK privacy breaches with use of cookie banners and coverage of regulatory actions in other jurisdictions such as the US and Brazil, including Prediction markets have become Americas new national pastime and Lula bans fixed-odds sports betting a week before Brazilian elections.

Priya Patel
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