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UK watchdog fines child care company for selling data

Staff Writer |
The Information Commissioner’s Office (ICO) has fined Lifecycle Marketing (Mother and Baby) Ltd, also known as Emma’s Diary, £140,000 for illegally collecting and selling personal information belonging to more than one million people.

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The data broking company, which provides advice on pregnancy and childcare, sold the information to Experian Marketing Services, a branch of the credit reference agency, specifically for use by the Labour Party. Experian then created a database which the party used to profile the new mums in the run up to the 2017 General Election.

The Labour Party was then able to send targeted direct mail to mums living in areas with marginal seats about its intention to protect Sure Start Children’s centres.

The ICO investigation found that Emma’s Diary’s privacy policy did not disclose that the personal information given would be used for political marketing or by political parties. This is a breach of the Data Protection Act 1998.

This case formed part of the ICO’s comprehensive investigation into data analytics for political purposes. The ICO announced its intention to fine Emma’s Diary when it published its interim investigation report on 11 July. Representations from the company have been considered and this announcement confirms the monetary penalty.

The ICO has put the UK’s 11 main political parties on notice to have their data-sharing practices audited later this year. The ICO also has outstanding enquiries with a number of data brokers, including Experian.


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