Emma’s Diary Fined by ICO for Selling and Collecting Personal Information


The Information Commissioner’s Office has fined Emma’s Diary £140,000 for illegally selling and collecting personal information belonging to a million people.

The case formed as part of ICO’s investigation into “data analytics for political purposes”.

Lifecycle Marketing, who were trading as Emma’s Diary, stated in the ICO document that it was circulated and distributed “870,000 copies” a year as a “mother-and-baby publication”.

How Was The Information Sold?

Emma’s Diary, who specialised in providing advice for pregnancy and childcare for mothers sold 1,065,220 records to Experian Marketing Services.

The marketing division of the Irish-based credit reporting agency used the sold information, specifically

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