EE Limited fined GBP 100k for direct marketing messages without consent

Essentials

Date of enforcement action:
20/Jun/2019
Jurisdiction: Fine imposed:
United Kingdom Flag for United Kingdom, which is the jurisdiction taking enforcement action GBP 100,000 (US$129,100)
Defendant company or entity: Industry segment:
EE Limited

Case summary

The ICO has fined telecoms company EE Limited £100,000 for sending over 2.5 million direct marketing messages to its customers, without consent.

The messages, sent in early 2018, encouraged customers to access and use the ‘My EE’ app to manage their account and also to upgrade their phone; a second batch of messages was sent to customers who had not engaged with the first.

During the ICO investigation EE stated the texts were sent as service messages and were therefore not covered by electronic marketing rules. However the ICO found the messages contained direct marketing and that the company sent them deliberately, although the ICO acknowledges that EE Limited did not deliberately set out to breach electronic marketing laws.

(ICO Official Release)

Applicable legal provisions

Enforcement information

Enforcement authority: Type of enforcement action:
Information Commissioner's Office Flag for United Kingdom, which is the jurisdiction taking enforcement action Penalty notice
Subject to appeal?
Yes

Cite this fine in your work

Data Privacy Fines Index. (2019-06-20 08:13) EE Limited fined GBP 100k for direct marketing messages without consent. dataprivacyfines.com. Retrieved from https://dataprivacyfines.com/fine/ee-limited-fined-gbp-100k/

Entry last updated: 2020-01-12 11:23 GMT.