View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. Technology
  2. Data
August 9, 2018

Emma’s Diary Fined by ICO for Selling and Collecting Personal Information

The Emma's Diary case was part of ICO's "Data Analytics for Political Purposes" investigation.

By Umar Hassan

The Information Commissioner’s Office has fined Emma’s Diary £140,000 for illegally selling and collecting personal information belonging to a million people.

The case formed as part of ICO’s investigation into “data analytics for political purposes”.

Lifecycle Marketing, who were trading as Emma’s Diary, stated in the ICO document that it was circulated and distributed “870,000 copies” a year as a “mother-and-baby publication”.

How Was The Information Sold?

Emma’s Diary, who specialised in providing advice for pregnancy and childcare for mothers sold 1,065,220 records to Experian Marketing Services.

The marketing division of the Irish-based credit reporting agency used the sold information, specifically for the Labour Party to use.

Experian then created a database for the party to use to profile new mums in the build-up to the 2017 General Election.

The Labour Party was able to use that database generated from Experian to send mail directly to mums who lived in “marginal areas” across the UK for its intention to protect Sure Start Children’s Centres.

Content from our partners
Rethinking cloud: challenging assumptions, learning lessons
DTX Manchester welcomes leading tech talent from across the region and beyond
The hidden complexities of deploying AI in your business

Stephen Walsh, Senior Director, Security for CA Technologies told Computer Business Review: “Undoubtedly, businesses must primarily ensure that they are firstly using and selling data legally and responsibly.

“However, even businesses with compliant data collection and use must ensure that data sharing is clearly articulated to consumers when they choose to engage with that organisation. Greater transparency on data protection policies is required as currently just one in three UK consumers claim to receive this information.”

Elizabeth Denham, Information Commissioner for the Information Commissioner’s Office commented: “The relationship between data brokers, political parties and campaigns is complex. Even though this company was not directly involved in political campaigning, the democratic process must be transparent.

“All organisations involved in political campaigning must use personal information in ways that are transparent, lawful and understood by the UK public.”

See Also:  ICO Shows Teeth, Slaps Facebook with Record Fine, Demands Audits Galore

Websites in our network
Select and enter your corporate email address Tech Monitor's research, insight and analysis examines the frontiers of digital transformation to help tech leaders navigate the future. Our Changelog newsletter delivers our best work to your inbox every week.
  • CIO
  • CTO
  • CISO
  • CSO
  • CFO
  • CDO
  • CEO
  • Architect Founder
  • MD
  • Director
  • Manager
  • Other
Visit our privacy policy for more information about our services, how Progressive Media Investments may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.