The UK’s data watchdog plans to fine Emma’s Diary, which offers advice to expectant mothers, £140,000 for selling people’s personal information to the Labour Party.
The data was used in Labour’s general election campaign in 2017, according to the Information Commissioner’s Office, but sharing that information was illegal.
Lifecycle Marketing, the company behind Emma’s Diary, claims that it was not given the chance to respond to ICO before the report was published.

Emma’s Diary, a company that offers advice to women and new parents, is facing a fine from the UK’s data watchdog for selling people’s personal information to the Labour party.

The Information Commissioner’s Office (ICO) said it planned to fine Emma’s Diary £140,000 for selling information about its users illegally to data broker Experian for Labour to use during its general election campaign.

Lifecycle, the company which owns Emma’s Diary, has disputed the findings.

Emma’s Diary ‘handed over more than 1m records’ to Labour

Emma’s Diary bills itself as “one of the UK’s leading baby clubs for mums-to-be, providing expert advice on every aspect of pregnancy and childcare.” Its website states that Emma’s Diary has a circulation of 870,000 a year.

Mums and parents-to-be who sign up with the site receive money-off vouchers for shops like Argos, and gift packs.

According to the ICO, Emma’s Diary handed over more than 1 million records to Experian under a data supply agreement listing the Labour Party as Experian’s client.

The records included:

The name of the parent, household address
The presence of children up to 5 years old
The dates of birth of both mother and child.

The information was then supplied to Labour for targeted marketing, and to send political ads to people with young children for 106 parliamentary seats, the ICO said.

Deputy information commissioner Steve Wood told the Guardian on Tuesday that the ICO had, “really significant concerns about how …read more

Source:: Business Insider


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