Sky Bet possibly in hot water over allegations

Kosta Kostadinov | Published 10 Aug 2022, 1:44 p.m.

Things are getting quite tense as the anticipation of the new White Paper on gambling grows, but it seems that its publication has been shelved once again. We try our best to keep you informed about the latest developments in this sphere, which resulted in numerous new rules and regulations

Many believe that the White Paper is crucial in the fight against problem gambling and making sure that the online gambling sphere is regulated to the fullest. However, it seems that Sky Bet has gotten in trouble after some recent discoveries. 

Sky Bet suspected of targeting problem gamblers

Recently, the Information Commissioner’s Office received some worrying complaints that seem to point the finger at Sky Bet. Namely, according to these complaints, it is suspected that Sky Bet has been using special ads in order to target players who are struggling with addiction.

This was reported by the Clean Up Gambling campaign, which believes that Sky Bet has been behavioural data, shared it with third parties and used that information to target problem gamblers. These allegations stem from a report made back in February. 

According to Matt Zarb-Cousin, the director of Clean Up Gambling, that report only showcased the severity of data abuse and that there was proof of how profiling was being used in order to target specific types of people.

On the other hand, Flutter, the parent company of Sky Bet, denies these allegations and maintains its position that the information was being used only to look out for abuse and protect the players.

The Information Commissioner’s Office sees the need to conduct a thorough investigation in order to get to the bottom of it. Even as it is, targetted ads are a sensitive issue, and some companies are even warning the gambling industry to expect more strict regulations about it.

Flutter Entertainment to fun Responsible Gambling research

Those allegations are quite serious, which seem to be conflicting with the fact that Flutter has announced that it will provide funds for new Responsible Gambling research. The funds will be donated to the Responsible Gambling Council in Toronto, whose aim is to focus on marketing and ads in the gambling industry.

It is expected that these findings will be very helpful in new markets such as Ontario and New Jersey. Roughly, it is expected to be finished sometime in 2024, which is fairly reasonable.

According to Shelley White, the chief executive at RGC, “Through this research, we not only have the ability to affect necessary changes to our marketing and advertising standards here in Ontario, but also the ability to make great impacts on the harm minimisation efforts of jurisdictions all around the world.


Responsible GamblingUK Gambling Commission

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