Sky Betting and Gaming found guilty of breaching data laws

January 27, 2025

Sky Betting and Gaming found guilty of breaching data laws

Sky Betting and Gaming, owned by Flutter Entertainment, has been convicted of contravening data protection laws according to a High Court ruling in England and Wales. The court ruled that the company collected data from its customers without explicit permission and applied this data in its tailored marketing, in contravention of data privacy regulations implemented by Britain.

Claimant alleges exploitation of gambling addiction

The case is brought by a customer who complained that Sky Betting and Gaming sent him targeted marketing messages between 2017 and 2019, despite being clearly addicted to gambling. He lost more than £45,000 playing with the operator over nearly ten years. He claims that Sky Betting and Gaming ought to have recognised him as a problem gambler and criticised the company for selling his data to third parties without permission.

The case highlighted the company’s reliance on cookies to collect data for marketing purposes. The court found that this practice violated data protection laws, as the necessary consent had not been obtained.

Ravi Naik, a lawyer from the data rights agency AWO, represented the claimant in the case. He said, “Hopefully this judgment will reduce harm to vulnerable people by serving as a warning to online gambling companies.”

The case serves as a significant precedent in addressing how online gambling companies handle customer data and their responsibilities towards vulnerable individuals.

Sky Betting and Gaming responds

Following the ruling, Sky Betting and Gaming welcomed the judgment while saying it would consider appealing. The company further highlighted that huge changes to controls and processes had occurred since the incident took place. The company further reiterates its plan to continue investing in safer gambling measures.

However, the judge clarified that the decision was based on the specific circumstances of the case and not a broader ruling against the company’s operations.

Past data protection breaches

This is not the first time Sky Betting and Gaming has faced criticism for its handling of customer data. In September 2023, the Information Commissioner’s Office (ICO) criticised the operator for sharing personal information with advertising technology companies without obtaining proper consent.

Additionally, in 2022, the UK Gambling Commission fined Sky Bet £1.17 million for sending promotional messages to customers who had self-excluded, a serious breach of responsible gambling policies.

The ruling underscores the growing scrutiny on online gambling companies and their responsibilities towards customer welfare. As the industry continues to evolve, operators face increasing pressure to adhere to data protection laws and ensure the safety of vulnerable customers.