Morrisons fined for breaching customers' personal data law

Wm Morrisons Supermarkets has been fined for breaking the law regarding the treatment of personal information when sending marketing emails.

Morrisons was fined £10, 500 for breaking the law on privacy and electronic communication regulation, after an investigation by the Information Commissioner's Office found the Bradford-based grocer "deliberately" distributed 130,671 emails to people who had already opted out of receiving marketing related to their Morrisons More loyalty card.

Deputy commissioner Simon Entwisle stressed the importance of respecting the public's wishes: “It is vital that the public can trust companies to respect their wishes when it comes to how their personal information is used for marketing".

“These customers had explicitly told Morrisons they didn’t want marketing emails about their More card. Morrisons ignored their decision and for that we’ve taken action".

The emails entitled "your account details" were sent in October and November 2016 and invited customers to alter their marketing preferences, in order, to start receiving money off coupons, extra More points and the "latest" on Morrisons.

A new data protection law will come into effect next year to stress the consent organisations must obtain from customers prior to using their personal data for marketing.