
The Information Commissioner’s Office (ICO) unveiled its 2025 online tracking strategy on 23 January, focusing on ensuring the top 1,000 UK websites comply with data protection regulations.
The announcement follows a Thursday ruling that Sky Betting and Gaming violated data protection laws. A problem gambler, who lost over £45,000, brought the High Court case. In 2024, the ICO acted against SBG for using cookies without consumer consent.
Stephen Almond, the executive director of regulatory risk at ICO, mentioned:
Online tracking is a part of everyday digital life. It enables personalised advertising, funds many free services and shapes our online experiences. But when it isn’t done responsibly, harm can occur. For example, gambling addicts may be targeted with betting ads based on their browsing record.
Over the next year, the ICO will examine compliance failures in ad tech to ensure publishers give consumers meaningful control over online tracking. It aims to simplify the adoption of privacy-friendly advertising methods and clarify data protection requirements, eliminating excuses for non-compliance. The ICO will also work with consent management platforms to ensure they support compliance and warn publishers when platforms fail to meet default data protection standards.
The ICO highlights the importance of ensuring that individuals can trust the digital services they use and make informed decisions about how their data is used. The new online tracking strategy for 2025 focuses on addressing the challenges of online tracking across websites, apps, and connected devices. This initiative goes beyond compliance by fostering innovation, building trust, and ensuring a level playing field for everyone.