Sky Betting & Gaming lost its court battle over the illegal exploitation of customers’ data. The High Court ruled that the Flutter Entertainment-owned operator breached data protection laws by using personal information for profiling and direct marketing. The judgment established that the betting operator’s targeted advertising based on cookie usage did not comply with the law. Additionally, the operator unlawfully subjected the customer to marketing communications.
Customer’s Data Shared Without Consent
The customer described himself as a recovering gambling addict, and the claimant, represented by AWO, had been gambling with Sky Betting & Gaming for nearly a decade and lost over £45,000 ($55,883). The judge ruled that third parties shared personal data without consent and targeted him with tailored marketing. This unauthorized distribution of sensitive information does raise serious questions about data security and compliance within the gambling industry.
Past Controversies and Regulatory Scrutiny
Sky Betting & Gaming has faced legal action before for breaching data privacy. In 2021, some vulnerable and recovering gambling addicts received promotional offers from the company after a data breach, including those offering ‘free spins’ as an incentive. More recently, in 2023, the UK Information Commissioner’s Office reproached it for unlawfully processing data through cookies. Such incidents show a continued worry with regard to how betting firms deal with information on their customers.
Industry-Wide Implications
AWO underlined that this landmark ruling introduces a game change into the very heart of online marketing regulations. They said the case could set a legal precedent for the multi-billion-pound online gambling industry and digital advertising across the board. What is more, they suggested that Sky Betting & Gaming might well not be the only one that has been running such unlawful profiling. Thousands of vulnerable gamblers might have been unknowingly targeted for years through similar methods.
Another Gambling Legal Battle On and Off
Meanwhile, another important court case surfaced in the gambling industry. The lawyers of Maurice Blackburn have filed a class-action against Sportsbet in the Supreme Court of Victoria, challenging the validity of the betting company’s controversial Fast Code in-play betting service, adding to the increasing numbers of court disputes within the industry.