Internet censors of the Information Commissioner's Office has been called on to implement a full-scale probe into how the online betting industry is exploiting new technology to profile and target gamblers.
The move follows a complaint by
the campiagn group Clean Up Gambling. It alleges that Sky Bet and its partners are creating detailed behavioural profiles of customers and sharing thousands of data points with dozens of third parties.
Clean Up Gambling alleges that one
advertising partner, Signal, owned by TransUnion, has a dossier of 186 attributes for an individual, including their propensity to gamble, their favourite games and their susceptibility to specific types of marketing.
TransUnion said it assists
gambling companies in preventing fraud, confirming age and identity, checking affordability and protecting vulnerable customers, to support responsible gambling.