Gambling Firms Secretly Sharing User Data With Facebook Without Consent

Gambling companies in the UK have been exposed for secretly sharing user data with Facebook’s parent company, Meta, in breach of data protection laws. The findings reveal that these firms have used embedded tracking tools such as Meta Pixel to extract visitor information automatically, without obtaining explicit consent. This data is then deployed to profile users as gamblers and target them with ads for betting and casino platforms on social media.

An investigation into 150 online gambling websites conducted by The Observer found that 52 sites shared data unlawfully. This process begins as soon as web pages load, bypassing user consent options altogether. Companies involved include Hollywoodbets, Sporting Index, Bwin, Lottoland, 10Bet, and Bet442. The situation prompted calls from Iain Duncan Smith, the chair of the all-party parliamentary group on gambling reform, for urgent regulatory intervention. According to Smith, such practices reflect a troubling disregard for compliance with data protection legislation.

Once users’ data is shared with Meta, advertisements tailored to gambling interests flood their social media accounts. An Observer reporter who tested these sites encountered a deluge of betting-related ads in the aftermath, including offers for free bets and promotional bonuses. The problem extends beyond the specific gambling sites sharing data: unrelated brands unwittingly benefit from profiling, creating an industry within an industry of exploiting unlawfully obtained information.

Wolfie Christl, a data privacy expert, criticised these breaches, stating that Meta’s facilitation of unlawful practices contributed to this ecosystem of opaque and unregulated targeting. Christl called for greater enforcement to hold both Meta and the gambling firms accountable under the law. Meta responded by citing its terms and conditions requiring advertisers to gain user permission but failed to address the evidence of clear violations.

Brands including Ladbrokes, Sky Bet, BetVictor, and Bet365, claimed to operate within regulatory limits. Despite these assurances, past incidents reveal recurring breaches by the betting industry. Just last year, Sky Betting & Gaming was reprimanded by the Information Commissioner’s Office (ICO) for unlawful data collection, and in a separate case, they were found to have processed a compulsive gambler’s data without informed consent.

Regulatory bodies such as the ICO and the Gambling Commission continue to issue warnings and fines, yet cases of non-compliance persist. Experts highlight the risks of unregulated practices, particularly regarding users with gambling addictions, who are further harmed by hyper-targeted advertising. Data protection laws categorically require explicit consent for personal data use, but firms are capitalising on the lack of enforcement around sophisticated tracking technology.

As mounting evidence surfaces, public figures and industry critics are demanding sweeping reform in both gambling regulation and the enforcement of data privacy rules. While some gambling firms, such as Bwin, claim technical errors and pledge to align operations with the law, analysis suggests systematic exploitation of consumer data remains at the heart of this issue. Calls for stricter analysis of Meta Pixel’s use continue to grow, and regulatory bodies may increasingly face pressure to issue harsher penalties for offenders.