UK Gambling Firms Secretly Shared User Data with Facebook

A recent investigation by The Guardian has revealed that multiple UK gambling companies have been secretly sharing users’ data with Facebook’s parent company, Meta, without obtaining proper consent—potentially violating data protection laws.

The data-sharing practice, uncovered through an analysis of 150 gambling websites, found that 52 of them had the Meta Pixel tracking tool installed. This tool automatically transmitted user data to Meta when a webpage was loaded, without users’ explicit permission. Some of the well-known brands implicated include Hollywoodbets, Bwin, and 10Bet.

Calls for Action on Data Privacy Breach

Following the revelation, Iain Duncan Smith, chair of the All-Party Parliamentary Group on Gambling Reform, called for immediate intervention, stating that the unauthorized sharing of personal data is “wholly in breach of the law.”

Data privacy expert Wolfie Christl added, “Sharing data with Meta is highly problematic, even with consent, but doing so without explicit informed consent shows a blatant disregard for the law.”

The Information Commissioner’s Office (ICO) has since expressed concerns over the use of tracking pixels and has confirmed that it is conducting a comprehensive review. The ICO warned that it would “not hesitate” to take enforcement action if necessary, with fines of up to £500,000 possible for serious breaches of data protection regulations.

Industry Response

In response to the investigation, some gambling operators have now updated their websites to prevent automatic data sharing or have removed the Meta Pixel tool entirely.

For its part, Meta stated that its terms and conditions require companies to obtain user consent before sending data and that it educates advertisers on properly configuring its business tools.

The findings, first published in The Guardian, highlight ongoing challenges in ensuring compliance with data protection laws and the need for stronger enforcement to safeguard consumer privacy. As scrutiny over gambling operators and their use of data grows, further regulatory action may follow.

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13 February 2025

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