Major UK bookmakers face scrutiny over systemic GDPR data tracking breaches
A new study reveals that 86% of licensed British gambling websites fail to comply with data protection rules, exposing major operators to regulatory risk as privacy enforcement tightens.
Nearly nine out of ten licensed British gambling websites are violating general data protection regulations through non-compliant cookie banners, according to new research from the University of Swansea’s GREAT Centre. The study of 624 gambling sites found that 86% appear to flout the strict rules governing how personal data is collected and processed.
Researchers identified systemic issues in how user consent is managed across the sector. Two-thirds of the operators tested began harvesting user data before obtaining consent, including major brands such as Ladbrokes and William Hill. Furthermore, 24% of the websites did not provide users with any option to disable tracking software used for targeted marketing.
Corporate responses to the findings highlight the defensive posture of the industry. Entain, the owner of Ladbrokes, stated that any data collected prior to consent was not utilized for advertising or marketing purposes. Evoke, which owns William Hill, declined to comment, while Hollywood Bets and Admiral Casino did not respond to requests for comment.
These findings present a stark contrast to the broader digital landscape and raise questions about regulatory oversight. Britain’s Information Commissioner’s Office claims to have secured compliance from 95% of the country's top 1,000 websites, yet the gambling sector significantly lags behind the 54% non-compliance rate previously observed across the wider internet.
For investors and market professionals, this systemic non-compliance represents a material regulatory risk. Ravi Naik, legal director at data protection specialist AWO, stated the report’s findings "paint a picture of widespread and systemic non-compliance" and highlight a failure by the regulator to take meaningful enforcement action.
The study authors warned that data surveillance in online gambling poses unique risks, as profitable behavioral patterns often overlap with harmful gambling behaviors. They concluded that the primary goal of this data collection appears to be "maintaining engagement and consumer losses," framing data consent design as a critical consumer protection issue.
In response, an ICO spokesperson reiterated the regulator's commitment to monitoring compliance across the UK’s most visited websites. The agency stated it will take action where necessary to protect individuals' information rights, signaling potential future enforcement headwinds for non-compliant operators.
