In today’s digital world, data tracking plays an enormously important role for online businesses and organisations. It’s used to learn more about customer preferences and behaviour, and this information can be harnessed to deliver highly personalised content. However, a planned data tracking crackdown looks set to come into force.
All businesses benefit from the use of data, and iGaming companies are certainly no exception. Let’s take a look at this data tracking crackdown in more detail and discuss what impact it might have on the iGaming sector. Read on to learn more.
What’s Behind the Move?
Earlier this year, the UK Information Commissioner (ICO) published a review of online data tracking processes and protocols. Online privacy has become a hot topic in recent times, with internet users today far more careful about what they share and who they share it with.
The ICO appears to have noticed this trend, and in the body’s review of the online tracking landscape, it highlighted the potential harm that can be caused by improper, irresponsible tracking and handling of customer data.
After conducting an analysis of top websites in the UK, the ICO found that a significant number used data tracking methods that were in breach of the UK’s data privacy laws. Specifically, Sky Betting and Gaming was found to have improperly used cookies, and the operator was taken to court by a player who had made losses of over £45,000.
The ICO pointed to this example in its report, maintaining that improper data tracking can compound the effects of gambling-related harm, with vulnerable players sent gambling adverts and marketing materials.
As part of the data tracking crackdown, the ICO will ensure that the UK’s top 1,000 websites are operating under existing data protection legislation. What does this mean for iGaming operators? Let’s find out.
What Does this Mean for iGaming Companies?
The iGaming industry has come under mounting scrutiny in recent years. This data tracking crackdown is the latest example of the tightening regulatory control the sector is facing.
Responsible gambling has become one of the most important subjects in today’s gambling landscape. The responsibility for the safety, security and well-being of players is increasingly on the shoulders of operators, and companies are now expected and legally required to take steps to protect vulnerable players.
This manifests in the design of platforms and games themselves, with rules regarding safer gambling messaging, stake limits and self-exclusion options already in place.
However, the data tracking crackdown signals a shift. Operators are now facing stricter controls on the way in which they analyse and communicate with their player base.
Conclusion
The digital space is constantly evolving. While there are incredible opportunities for iGaming brands to expand and grow, care must be taken to protect vulnerable players and mitigate the impact of gambling-related harm. With the ICO’s data tracking crackdown, iGaming operators must be prepared to review data tracking and management processes to ensure they are not in breach of regulatory guidelines.
