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Emma’s Diary fined £140,000 over data sale to Labour

A parenting advice site has been fined £140,000 after it was accused of illegally collecting data and selling it on for use by the Labour Party, which used it to profile new mums.
Emma’s Diary gathered data on more than a million people, according to the Information Commissioner’s Office (ICO), which issued the fine.
Labour used the information in the run up to the 2017 General Election.
Lifecycle Marketing, which owns Emma’s Diary, apologised in a statement.
“We had never previously provided data to a political party and we will never do so again,” the firm said.
“We have always sought to fully comply with our data protection obligations, which we take extremely seriously, we are sorry that on this isolated occasion our interpretation of the [data protection act] has not been in line with the ICO’s.”
Political parties commonly buy personal information to target their campaigns, but they must obtain appropriate consent from the providers.
A spokesman for Labour said: “We have neither bought nor used Emma’s Diary data since the 2017 General Election and we are in the process of reviewing our approach to acquiring data from third parties.”
‘Complex relationship’
“The relationship between data brokers, political parties and campaigns is complex,” said Elizabeth Denham, the Information Commissioner.
“Even though this company was not directly involved in political campaigning, the democratic process must be transparent.”
The ICO said that Emma’s Diary originally sold 1,065,200 records to a branch of credit reference agency Experian, specifically for use by Labour.
Each record included:
Labour used a database created by Experian to profile new mums.

Source: BBC

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