The UK’s data authority, the ICO, has admonished SkyBet for violations regarding cookie usage.
- SkyBet was found to have shared user data with advertisers before obtaining user consent.
- These actions were deemed unlawful, lacking transparency and fairness by the ICO.
- In response, SkyBet has adjusted its cookie practices to allow users to decline advertising cookies.
- The ICO is intensifying scrutiny on compliance with data protection laws across major websites.
The Information Commissioner’s Office (ICO), the UK’s data protection authority, has formally reprimanded SkyBet for its ‘unlawful’ use of cookies. The ICO’s investigation revealed that Sky Betting and Gaming processed personal data from users and shared it with advertising technology companies without acquiring proper consent from the users. This practice was immediately initiated upon users’ entry to the SkyBet website, circumventing their choice to accept or reject such cookies, thereby enabling targeted advertising without explicit approval from the customers.
According to the ICO, SkyBet’s behaviour contravened principles of lawfulness, transparency, and fairness as prescribed by data protection regulations. The breach reportedly occurred in early 2023, prompting the ICO to enforce remedial measures. Consequently, SkyBet revised its cookie policy, now providing users with the option to reject advertising cookies altogether, aiming to align its operations with regulatory standards.
Stephen Bonner, the Deputy Commissioner of the ICO, articulated the organisation’s stance clearly, cautioning that there would be repercussions for non-compliance with data laws that restrict individuals’ autonomy over receiving targeted advertisements. He pointed out the familiar nature of online advertisements that appear tailored to individual interests and highlighted the discomfort these can cause, particularly concerning sensitive digital activities.
The ICO’s intervention is part of a broader campaign to tighten regulations on websites that fail to offer clear and informed consent mechanisms for personal data usage in targeted advertising. In a previous audit of the UK’s top 100 websites, the ICO found that over half had problematic cookie practices. Consequently, 53 websites received cautionary notices, warning of possible enforcement actions should they fail to rectify their cookie-related operations to meet data protection standards.
The ICO’s scrutiny of SkyBet underscores a firm commitment to enforcing data protection laws, ensuring fair user consent practices online.
