Campaigners Urge UKGC to Investigate Gambling Operators’ Advertising Practices

UK Gambling Commission to Require Operators to Introduce Mandatory Deposit Limits

London, UK – February 3, 2025

The UK Gambling Commission (UKGC) and the Information Commissioner’s Office (ICO) have been urged to investigate the advertising practices of gambling operators. This call follows a landmark High Court ruling that revealed how companies are allegedly targeting vulnerable consumers, including individuals with gambling addictions.

The controversy erupted after Sky Betting & Gaming, a major UK operator, unlawfully sent over 1,300 marketing emails to an individual known to have a gambling addiction. The court revealed the company had employed sophisticated data profiling techniques to identify and target the individual. He was labelled a “high-value” customer despite his vulnerable status. The case highlighted the industry’s reliance on personal data to create targeted marketing campaigns, raising serious ethical and legal concerns.

Data Misuse

The High Court’s decision has intensified scrutiny of the use of personal data in the gambling industry. The marketing emails sent by Sky Betting & Gaming were found to have violated data protection laws. The individual had not consented to such communications after seeking help for his gambling addiction. Despite claiming safeguards to prevent such incidents, the company targeted the individual aggressively.

Sarah Mills, a spokesperson for Stop Gambling Harm, an advocacy group dedicated to protecting vulnerable individuals from gambling-related harm, said,

“This case is a clear example of how gambling operators are exploiting data to prioritise profits over people’s well-being. It’s not just unethical—it’s illegal. The regulators must step in to prevent this from happening to others.”

Regulatory Pressure Mounts

The UKGC, which regulates gambling operators, has been criticised for not doing enough to curb such practices, even after banning credit card gambling and restricting advertisements during live sports events. Campaigners argue that more robust oversight is necessary, especially as digital advertising becomes increasingly personalized and invasive.

Meanwhile, the ICO, the UK’s data protection authority, has previously expressed concerns about the misuse of personal data in the gambling industry. In its ICO25 Plan, launched in July 2022, the Information Commissioner confirmed that investigations into using targeted advertising tools in gambling were already underway. However, campaigners are pushing for more immediate and decisive action in light of the High Court ruling.

“We’ve seen enough to know that the industry cannot be trusted to self-regulate,” Mills added. “It’s time for the ICO and UKGC to take coordinated action to protect consumers, especially those most at risk.”

Industry Response

In response to the ruling and the growing public backlash, Sky Betting & Gaming issued a statement acknowledging the court’s decision and pledging to review its marketing practices. They insisted they take data protection seriously and are committed to ensuring its advertising strategies comply with legal and ethical standards.

The Betting and Gaming Council (BGC) also defended its members, claiming that “strict guidelines” ensure responsible marketing. However, critics argue that these guidelines are not being enforced effectively, pointing to cases like the recent ruling as evidence of systemic issues within the industry.

Future Implications and Calls for Reform

The case has fuelled the ongoing debate on the need for comprehensive gambling reform in the UK.

Currently, campaigners remain focused on ensuring regulators take immediate steps to address the current issues. “We can’t wait for new laws to be passed while people are being harmed today,” Mills said. “The UKGC and ICO have the tools they need to act now—they just need the will to use them.”

The UKGC and ICO have not yet confirmed if they will initiate a formal investigation. However, as public pressure grows, this issue will unlikely disappear from the headlines soon.

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