UK ICO Emma’s Diary £140k Fine

On Aug. 9, ICO fine for selling of personal data to a political party.

  • ICO fine Lifecycle Marketing (Mother and Baby) ltd, aka Emma's Diary, £140,000.
  • Followed interim report on data analytics for political campaigning, see #45157.

ICO Findings

  • Illegally collected, sold personal information belonging to more than 1mn people.
  • Data broking company, which provides advice on pregnancy and childcare, sold
    information to Experian Marketing Services, specifically for use by Labour Party.
  • Experian created database, which party used to profile mums, for 2017 election.
  • ICO found Emma’s Diary’s privacy policy breached DPA 1998, it did not disclose
    personal information would be used for political marketing or by political parties.