In today\u2019s digital world, data tracking plays an enormously important role for online businesses and organisations. It\u2019s 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.<\/p>\n\n\n\n
All businesses benefit from the use of data, and iGaming companies are certainly no exception. Let\u2019s 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.<\/p>\n\n\n\n
What\u2019s Behind the Move?<\/strong><\/p>\n\n\n\n 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.<\/p>\n\n\n\n The ICO appears to have noticed this trend, and in the body\u2019s review of the online tracking landscape, it highlighted the potential harm that can be caused by improper, irresponsible tracking and handling of customer data.<\/p>\n\n\n\n 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\u2019s 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 \u00a345,000.<\/p>\n\n\n\n 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.<\/p>\n\n\n\n As part of the data tracking crackdown, the ICO will ensure that the UK\u2019s top 1,000 websites are operating under existing data protection legislation. What does this mean for iGaming operators? Let\u2019s find out.<\/p>\n\n\n\n