In today’s digitally-driven world, data plays an enormously important role for brands and businesses. Online casinos and gambling operators are no exception; data is a valuable source of information that can be used for more targeted advertising and marketing. However, news of a data tracking crackdown is set to impact gambling brands across the UK.
In this article, we explore the background of this data tracking crackdown and discuss what has led to the decision. From there, we’ll examine what the development could mean for gambling operators as we head into the future. Let’s find out more.
New Data Protection Laws
Last month, the UK’s Information Commissioner’s Office (ICO) published a strategy document in which it outlined a review and overhaul of existing data protection laws, with the risks and potential pitfalls of data tracking a key point of discussion.
Data tracking is an indispensable tool for modern businesses. It allows for the collection of user information, which can then be used to create and deploy highly effective personalised marketing and advertising campaigns.
However, concerns have been raised about the ethics of such a practice, and the ICO wants consumers to have more control over how their data is collected and used by online businesses in the future.
While the law already states that businesses must receive consent from customers before using data for tracking purposes, this protocol is not always adhered to. To address this, the ICO intends to further clarify the law and offer alternative solutions for online operators.
Spotlight on the Gambling Sector
The ICO pointed to the gambling industry in particular as a sector that needs to review how it uses customer data. Last year, we saw Sky Betting and Gaming reprimanded for the improper use of cookie data, which followed a fine the company faced in 2022 for a similar breach.
Such incidents have only accelerated calls for a data tracking crackdown and tighter restrictions on how gambling operators can utilise customer data. The onus of this responsibility is on the operators themselves, who must take steps to ensure that data is being collected and used appropriately.
Responsible gambling has become a core issue for operators, players and regulators, and action is being taken to ensure vulnerable players have the protection they need. However, operators that misuse data run the risk of exposing players to potential harm. For example, a vulnerable player suffering from gambling-related harm could be shown gambling adverts.
What Does this Mean for Operators?
Online operators will be fully aware of just how valuable customer data can be. However, it’s also critical to understand the potential risks involved in using this information. Misusing data can have serious repercussions, especially for operators in an industry that’s coming under ever-increasing scrutiny.
Operators must review all data collection and implementation processes to ensure no rules are being breached. It’s also vital to stay abreast of the latest developments, with new government legislation in the pipeline that could further tighten restrictions around what data can be collected and how it can be used.
