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Sky Betting and Gaming, owned by Bonne Terre Limited, has received a reprimand from the Information Commissioner’s Office (ICO) for violating data protection rules. The company was found to be processing users' data through advertising cookies without obtaining their consent. Between January 10 and March 3, 2023, Sky Betting and Gaming collected personal information from visitors to the SkyBet website. This data was shared with advertising technology firms immediately, even before users were given the option to accept or reject advertising cookies. As a result, people were exposed to personalized ads without their prior consent. The ICO’s investigation, triggered by a complaint from Clean Up Gambling, aimed to determine whether Sky Betting and Gaming was misusing data to target vulnerable gamblers. Although no evidence of intentional targeting was found, the ICO concluded that the company’s cookie practices were not lawful, transparent, or fair. Following the investigation, Sky Betting and Gaming adjusted its practices in March 2023, ensuring that visitors could reject advertising cookies before any data was shared. The ICO’s action is part of a broader effort to address unfair data practices related to online advertising. The regulator has been working to ensure that users have clear choices regarding how their personal information is used for targeted ads. In a recent review of the UK’s top 100 websites, the ICO identified issues with cookie practices on over half of them. Fifty-three websites were warned to comply with data protection laws or face enforcement action. So far, 52 of these websites have made changes, including making “reject all” buttons more accessible. However, Tattle Life, a gossip website, has not responded to the ICO’s warnings. It will now face an investigation regarding its cookie practices and failure to register with the regulator. Stephen Bonner, the ICO’s Deputy Commissioner, emphasized the importance of user consent in online advertising: “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.” Bonner acknowledged the positive steps taken by many websites, noting that changes like adding “reject all” buttons and making consent options clearer have given users more control over their data. He also mentioned that some websites are exploring new ways to obtain consent, such as offering “consent or pay” models, which are currently under review by the ICO. “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. We are preparing to scrutinise the next 100 most frequented websites, so I urge all organisations to assess their cookie banners now to make sure consent can be freely given before a letter arrives from the regulator.” As part of its ongoing strategy, the ICO has also audited several data management platforms to assess their compliance with data protection laws. Some of these platforms are now under investigation.

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