Dave, a Scotsman in his early twenties, received a marketing email for an internet casino in 2009, offering him £200 more to bet with if he played £200 on the online slot machines.
Over the next decade, Dave would lose £100,000 to his gambling addiction. Despite multiple attempts to close his accounts and opt out of marketing, he continued to be sent deals, which he blamed for triggering addictive behaviour and thoughts of suicide.
Dave had been targeted by a constellation of companies, including gambling operators and third-party data brokers, who had been quietly tracking, profiling and targeting him as a highly valuable asset.
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