The call for regulators to investigate the advertising algorithms and data tracking of operators follows a High Court ruling by Justice Collins Rice that Sky Betting and Gaming (Sky Bet) had violated UK data protection laws.
The High Court had arbitrated a former problem gambler’s case against Sky Bet for advertising to him without obtaining valid consent. Sky Bet was accused of using cookies to create an extensive profile of the problem gambler to target him with personalised adverts via third parties.
The gambler is reported to have lost £45,000 over a decade playing with Sky Bet. He was profiled as a ‘high-value customer’ and did not opt out of marketing communications.
Upon review of the evidence, Justice Collins Rice determined that Sky Bet had breached data protection laws, as its mechanisms..