How Online Gambling Ads Track You Without Permission
Imagine logging into your Facebook account and being overwhelmed with ads for online casinos and betting sites. Yet, you’ve never placed a bet or shown interest in gambling before. How does that happen?
An investigation by The Observer uncovered how potential gambling customers are being tracked, profiled, and targeted online, often without their consent. This exposé highlights a concerning practice that raises serious questions about data privacy and advertising ethics.
The Silent Gathering of Data
The Observer conducted an experiment involving 150 licensed gambling websites in the UK. The primary aim was to determine whether these sites asked for user consent before sharing data for marketing purposes.
Without clicking to agree or decline the use of data, the investigators monitored network traffic. They used a tool called Meta Pixel Helper, an official Meta application, to observe the data shared with Meta, formerly known as Facebook.
In many cases, no data was transmitted. However, approximately one-third of the websites embedded a Meta Pixel tracking tool that automatically sent information to Meta when the webpage was loaded. This information included which webpages were visited, linked to a unique user ID.
How Your Online Activity Feeds Meta
In some instances, Meta received data on specific user interactions. For example, when a user clicked a button indicating a potential intention to bet on a football match, or viewed a promotion for free spins, the details were relayed to Meta without user consent.
Visiting these websites even once can lead to targeted ads appearing on your Facebook feed days later. These ads often come from various brands, including those that may not have directly engaged in unethical data practices.
Once data is shared with Meta, it is utilized to profile users based on inferred interests and behaviors, creating a comprehensive user profile. This information is then used by advertisers to target specific audiences, from pet owners to those interested in gambling.
The Risks and Regulatory Questions
This practice raises significant concerns about data protection regulations. According to the Information Commissioner’s Office (ICO), consent must be unambiguous and affirmative. Simply clicking a checkbox or opting to view a webpage does not meet these criteria.
The issue extends beyond the gambling industry, as Meta profits from using data transmitted by companies, even if it was shared illegally. This incentivizes unethical practices among data-sharing companies.
Heather Wardle, a professor of gambling research at the University of Glasgow, highlights the risks associated with such unregulated marketing practices. Wardle warns, “If you are already experiencing difficulties from gambling, it is likely to exacerbate your problem.”
Meta’s Response
Meta did not comment directly on the investigation’s findings. However, a spokesperson stated that the company’s terms stipulate that companies should obtain consent before sharing data with Meta. They added, “We educate advertisers on properly setting up business tools.”
Conclusion
The practice of gathering and sharing user data without explicit consent is a concerning trend that undermines individual privacy and can lead to harmful behaviors. Regulatory bodies must take a more proactive stance in monitoring and enforcing data protection laws.
Users should be aware of these practices and take steps to protect their data online. This includes being cautious about the websites they visit and considering which platforms they use for social media and advertising.
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