Sky Bet reprimanded by data watchdog for using advertising cookies without people's consent

Sky Bet have received a reprimand from the data protection watchdog for unlawfully processing people’s data through advertising cookies without their consent.

The Information Commissioner’s Office (ICO) said that from January 10 to March 3 last year the operator had been processing people’s personal information and sharing it with advertising technology companies as soon as they accessed the Sky Bet website – before they had the option to accept or reject advertising cookies. 

The ICO said that meant their personal information could be used to target them with personalised adverts without their prior consent or knowledge. 

The findings came after the ICO investigated whether Sky Bet were deliberately misusing people’s personal information to target vulnerable gamblers, following a complaint from campaign group Clean Up Gambling. 

The ICO said no evidence of deliberate misuse was found but concluded that Sky Bet were processing personal data through the use of certain cookies in a way that was "not lawful, transparent or fair". 

As a result the operator has made changes to ensure customers could reject advertising cookies before their personal information was shared.

ICO deputy commissioner Stephen Bonner said: "We’ve all seen adverts online that seem designed specifically for us, such as an ad for trainers after signing up to a gym online. Some people may be happy to consent to receive these, but others may not be comfortable receiving similar adverts, especially when it comes to sensitive aspects of our digital activity.

"For example, if you are visiting a gambling website or looking up concerning health symptoms, you may want to prevent this personal information being shared with advertisers."

He added: “Our enforcement action against Sky Betting and Gaming is a warning that there will be consequences if organisations breach the law, and people are denied the choice over targeted advertising."

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