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The Emma’s Diary data breach involved the company behind Emma’s Diary, Lifestyle Marketing (Mother and Baby) Ltd, selling personal data without consent.
The company has been fined £140,000.00 by the Information Commissioner’s Office (ICO) for illegally collecting and selling the personal data of some one million people. The data was sold to Experian Marketing Services who used the information for the Labour Party to specifically profile new mums to target them in the lead-up to the 2017 snap General Election.
The Emma’s Diary data breach involved 1,065,220 personal records being illegally collected and sold to Experian Marketing Services so the Labour Party could target new mums with direct mail in areas with marginal seats. The data collected was moulded into a database where the Labour Party could profile new mums to market to them directly.
It’s understood that the marketing material sent to victims was promoting the Labour Party’s policy for Sure Start Children’s centres, and with the data for new mums in their arsenal, they were able to specifically market to their target audience.
The information misused in the Emma’s Diary data breach included:
This case is said to be one of many that the ICO has been looking into when it comes to data used for political purposes. The UK’s 11 primary political parties are already on notice from the data watchdog that their data policies will be audited this year.
As part of a statement released by the ICO, they said:
“All organisations involved in political campaigning must use personal information in ways that are transparent, lawful and understood by the UK public.”
If you were a victim of the Emma’s Diary data breach and you are unhappy about the way in which your personal data has been misused, you can contact our team for help and advice today.
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