A company that sold personal data to the Labour Party during the last election has been fined £140,000 by the Information Commissioner’s Office (ICO).
Lifecycle Marketing Mother& Baby Ltd (LCMB), trading as Emma’s Diary, was slapped with the penalty for a “serious contravention” of the Data Protection Act, Guido Fawkes reports.
LCMB sold the data of over 7 million customers to Experian “under a data supply agreement listing the Labour Party as Experian’s client”, said the ICO report.
Yesterday it was reported that Facebook would be fined for the same offence.
Names of children and parents, household addresses and dates of birth were included. The report said that “LCMB told the Commissioner that the records it supplied would have helped the Labour Party send political marketing communications to people with young children about, for example, Labour’s intention to protect Sure Start centres.
“This was done in the constituencies for 106 parliamentary seats.”
Emma’s Diary is a pregnancy and parenting advice website that gives users the option to sign up to receive offers.
The sign-up page includes a number of checkboxes to which you must opt in to receive post and email from Emma’s Diary.
The Emma's Diary registration page
“All the data we collect from you is for marketing purposes only. This means we may share your details with reputable companies who may want to contact you to offer goods and services relevant to your pregnancy journey,” reads one paragraph.
“You can ask us to stop sharing your details at any time now or in the future though either our site or via telephone or mail.”
The new policy reflects that the Data Protection Act has now been replaced by the GDPR.
Labour ‘reviewing how they purchase data’
A later passage reads: “LMG may also permit selected third parties to use your data to provide you with information about goods and services which may be of interest to you. These third parties are bound by contractual obligations to keep personal information confidential and use it only for the purposes for which we disclose it to them. You can opt out of receiving information from 3rd parties at anytime using our “Preference Centre” to control the channels which we contact you through.”
Experian is still listed as a client, as is Pampers, Bonusprint, Argos, marketing firm CACI Ltd (which offers consumer data analysis services), Boots and photographers Barrett and Coe.
A Labour spokesman told Guido Fawkes that they would be “reviewing how they purchased their data”.