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Data Protection Leader

Volume: 14 Issue: 8
(August 2017)

View Contents

Keywords:
direct marketing emarketing enforcement

Authors:
eduardo ustaran

Organisations:
hogan lovells international llp

Jurisdictions:
uk

Editorial: Email marketing at your peril

You may not have noticed it, but despite all of the distractions caused by Brexit and the General Data Protection Regulation (Regulation (EU) 2016/679), the UK Information Commissioner’s Office (‘ICO’) has been extremely active on the enforcement front in recent times. One of the features of this activity has been the variety of infringements targeted and, in particular, the focus on e-mail marketing. More specifically, the ICO has taken enforcement action by way of monetary penalties against well-known consumer brands such as Flybe, Honda, Morrisons and Moneysupermarket, for practices that might not have been seen as so out of order in the past. However, given the current tough stance taken by the ICO in connection with direct marketing practices, it would not be surprising to see future enforcement actions in this area.

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