Study finds majority of UK online gambling sites breach GDPR cookie rules

Researchers at the University of Swansea’s GREAT Centre tested 624 UK-licensed gambling websites and found that 86% breached GDPR rules on cookie consent. Nearly one-quarter of the sites did not provide an option to turn off tracking software, and two-thirds collected personal data before users gave permission, sending it to third-party marketing analytics. High-profile operators including Ladbrokes and William Hill were cited, while some sites, such as Dafabet, offered no consent mechanism whatsoever.

The study also documented extensive use of dark-pattern design, such as highlighting the least private option, pre-selecting invasive settings, or hiding the reject button. Legal expert Ravi Naik said the findings reveal systemic non-compliance and criticize the Information Commissioner’s Office for limited enforcement. The ICO reaffirmed its commitment to monitor and act against violations, though several operators declined to comment.