A recent study has revealed that many online gambling sites, including bookmakers and casinos, are failing to follow strict data privacy laws. These laws, known as the General Data Protection Regulation (GDPR), govern how companies can collect, store, and use personal information. According to the research, 86% of licensed gambling websites in the UK appear to be violating GDPR rules. This is particularly concerning because these sites often use cookie banners—pop-up messages that ask users what information they are willing to share. Despite a multi-year effort by Britain’s data privacy regulator, the Information Commissioner’s Office (ICO), to enforce compliance, the gambling industry seems to be lagging behind. The study, conducted by researchers at the University of Swansea’s GREAT Centre, found that 24% of the 624 gambling websites tested did not allow users to disable tracking software. These tools let advertisers follow users online and deliver targeted ads. Some of the sites that failed to offer this option include Hollywood Bets, a sponsor of Brentford FC, and Admiral Casino, owned by a well-known slot machine company. Additionally, two-thirds of the gambling sites collected users' data without their consent, even though such actions are only allowed for legitimate purposes, like verifying a user's location. However, the study found that data was often sent to third-party marketing platforms, raising concerns about privacy. The researchers also noted that most gambling websites used "dark patterns"—design elements that subtly pressure users into accepting data sharing. These include highlighting the least privacy-friendly option, pre-selecting privacy-unfriendly settings, or hiding the "reject" option behind additional steps. While these tactics are not illegal on their own, the study found that 86% of the gambling sites using them also violated GDPR, a much higher rate than the 54% found in a previous study of all website types. Legal experts have called this a "systemic non-compliance" issue, pointing to the ICO's lack of strong enforcement against the gambling sector. The study highlights the potential risks of data surveillance in online gambling, where data collection is often used to increase user engagement and potentially encourage more spending. While the ICO has stated its commitment to ensuring compliance with cookie rules, it has not taken significant action against the gambling industry. Some gambling companies have declined to comment on the findings, while others claimed they do not use pre-consent data for marketing. The report underscores the need for stronger consumer protections and greater transparency in how personal data is used in the online gambling sector.