The ICO, specifically the Information Commissioner’s Office, recently issued a reprimand to Bonne Terre Limited, operating as Sky Betting and Gaming, for engaging in the unauthorized processing of personal data through advertising cookies without securing user consent. During the period from 10 January to 3 March 2023, the company was found to have collected and disseminated personal information to advertising technology firms immediately when users accessed the SkyBet website, without affording them the opportunity to either accept or decline the use of cookies. Consequently, this practice resulted in personalized advertising being directed at users without their prior knowledge or consent.
The reprimand came after a complaint from Clean Up Gambling, which had expressed concerns that Sky Betting and Gaming might be exploiting personal data to target vulnerable gamblers. Although the subsequent investigation did not detect any deliberate misuse of data, the ICO determined that the company's utilization of cookies was not conducted lawfully, transparently, or equitably. In response to the investigation's findings, Sky Betting and Gaming implemented changes in March 2023 to enable users to reject advertising cookies before any data sharing occurred, aiming to rectify their previously non-compliant practices.
This enforcement action is part of the ICO's broader initiative to ensure that websites provide users with a fair and informed choice concerning the use of their personal data for targeted advertising. In a review of the UK's top 100 websites conducted last year, the ICO discovered that more than half were not in compliance with data protection regulations regarding advertising cookies. Following warnings issued by the ICO, 52 out of the 53 contacted websites made necessary adjustments, with Tattle Life being the only site that did not cooperate and remains under investigation. Stephen Bonner, the Deputy Commissioner at the ICO, underscored the pivotal role of user consent in online advertising, emphasizing the significance of offering clear and balanced choices to users to control the usage of their personal data effectively.