Meta accounts of affected users are being inundated with ads for casinos and betting platforms. Gambling companies are secretly tracking visitors on their websites and transmitting their data to Facebook’s parent company, Meta, without consent—potentially violating data protection laws.
This data is then used by Meta to categorize individuals as gamblers, leading to a surge of targeted ads for betting services, as revealed by The Observer.
A concealed tracking tool embedded in multiple UK gambling websites has been collecting visitor data—including pages viewed and buttons clicked—and sharing it with the social media giant.
Legally, data can only be used for marketing with explicit user consent on the websites where tracking tools operate. However, The Observer tested 150 gambling sites—including online casinos, sports betting platforms, and bingo sites—and discovered widespread non-compliance.
In response, Iain Duncan Smith, Conservative chair of the all-party parliamentary group on gambling reform, has called for “immediate intervention.” He stated:
The use of tools like Meta Pixel without explicit consent is a clear breach of the law and must be halted. The gambling industry’s marketing tactics are out of control, and our regulatory framework continues to fail. This cannot continue.
An Observer investigation found that 52 of 150 tested gambling websites automatically shared user data with Meta via the Meta Pixel tool—without explicit consent. This data transfer occurred as soon as the webpage loaded, before users could accept or decline marketing cookies.
As a result, the reporter was bombarded with Facebook ads for gambling sites, with 49 brands targeting them, including some unaware of the unlawful data sharing. Offers included free bets, bonuses, and high-stakes rewards.
The findings come amid growing concerns over data misuse in gambling. The ICO recently reprimanded Sky Betting & Gaming for unlawful data processing, and the High Court ruled against them for sending over 1,300 marketing emails to a problem gambler.
Despite new Gambling Commission measures restricting cross-selling, no rules prevent brands from using Meta’s profiling to attract new customers. Meta declined to comment but stated that advertisers must obtain user consent before sharing data.
Experts warn that this aggressive marketing is dangerous, especially for those struggling with gambling addiction.
Gambling platforms revealed
Twenty-six websites under AG Communications’ gambling license—including Bet442, King Casino, 666 Casino, and 24Spin—appeared to automatically share user data with Meta without explicit consent. A company representative stated that compliance was taken extremely seriously.
Hollywoodbets, a sponsor of Premier League club Brentford, displayed a consent banner informing visitors that it shared data with social media, advertising, and analytics partners. However, Observer testing found that data was sent to Meta regardless of user consent, including page views and button clicks.
The user was later shown Facebook ads for Hollywoodbets, with Meta’s activity logs confirming data had been received. A Hollywoodbets representative said the company complied with regulations but declined further comment.
Lottoland, with 20 million customers, declined to comment. Its website offers an option to “accept all” or “reject nonessential” tracking, but Observer testing found it sent data to Meta before users made a choice.
Sporting Index and 10Bet did not respond.
The Betting and Gaming Council insisted advertising follows strict guidelines and includes safer gambling messages, citing government research that found no causal link between ads and problem gambling.
The Gambling Commission stated that operators must comply with data protection laws and focus on preventing gambling harm, while data protection concerns fall under the ICO’s jurisdiction.
Flutter, which ran Facebook ads but did not unlawfully share data, said it had always obtained consent. Bet365 declined to comment but reportedly denies targeting users of rival gambling sites. Other advertisers did not respond.
Follow our Telegram channel
