If you run a business with a website, you’ve likely come across cookie consent banners that ask visitors whether they want to accept or reject cookies. But what happens if your website isn’t giving visitors a clear and informed choice about how their personal data is used?

A recent case involving Sky Betting and Gaming highlights the serious consequences businesses can face if they fail to meet these legal obligations.

What happened?

Between January and March 2023, Sky Betting and Gaming was found to have been processing personal data from website visitors and sharing it with advertising companies without obtaining prior consent.
Visitors to the SkyBet website had their personal data used for targeted ads before they had the opportunity to accept or reject cookies.

Although there was no evidence that Sky Betting and Gaming was intentionally targeting vulnerable users, the investigation concluded that the company’s use of cookies was neither lawful, transparent, nor fair.

As a result, Sky Betting and Gaming made the necessary changes to ensure that users could reject advertising cookies before their personal data was processed. However, the case serves as a strong reminder to businesses about the importance of adhering to cookie and data protection regulations.

Why businesses should take note

The SkyBet case forms part of a broader effort by the regulator to crack down on websites that misuse advertising cookies. Last year, the regulator reviewed the UK’s top 100 websites and found that more than half had issues with how they were using cookies.

Many of these sites have since made changes, but any business that fails to comply risks enforcement action.

The key takeaway?

Businesses must ensure their websites provide visitors with a clear choice regarding cookies, particularly when it involves the use of personal data for targeted advertising.

There is increasing scrutiny on how businesses manage personal data online. As a business owner, it’s crucial to ensure your website complies with data protection regulations, especially concerning cookies and targeted ads.

Compliance isn’t just about avoiding penalties—it’s about building customer trust and ensuring your business operates transparently and fairly in today’s digital landscape.

For more information, visit: https://ico.org.uk/about-the-ico/media-centre/news-and-blogs/2024/09/action-taken-against-sky-betting-and-gaming-for-using-cookies-without-consent/