Tag Archives: scam

GDPR Re-Permissioning needs careful planning

Morrisons becomes the latest high-profile company fined for breaking Privacy and Electronic Communications Regulations (PECR)

The ICO, the independent authority responsible for investigating breaches of data protection law, has fined the fourth largest supermarket chain in the UK £10,500 for sending 130,671 of their customers’ unsolicited marketing emails.

These customers had explicitly opted-out of receiving marketing emails related to their Morrisons ‘More’ loyalty card when they signed up to the scheme. In October and November 2016, Morrisons used the email addresses associated with these loyalty cards to promote various deals. This is in contravention of laws defining the misuse of personal information, which stipulate that individuals must give consent to receive personal ‘direct’ marketing via email.

‘Service emails’ versus ‘Marketing emails’

While the emails’ subject heading was ‘Your Account Details,’ the customers were told that by changing the marketing preferences on their loyalty card account, they could receive money off coupons, extra More Points and the company’s latest news.

The subject heading might suggest to the recipient that they are ‘service emails,’ which are defined under the Data Protection Act 1998 (DPA) as any email an organisation has a legal obligation to send, or an email without which an individual would be disadvantaged (for instance, a reminder for a booked train departure). But there is a fine line between a service email and a marketing email: if an email contains any brand promotion or advertising content whatsoever, it is deemed the latter under the DPA. Emails that ask for clarification on marketing preferences are still marketing emails and a misuse of personal contact data.

Morrisons explained to the ICO that the recipients of these emails had opted-in to marketing related to online groceries, but opted-out of marketing related to their loyalty cards, so emails had been sent for the ostensible purpose of qualifying marketing preferences which also included promotional content. Morrisons could not provide evidence that these customers had consented to receiving this type of email, however, and they were duly fined – although in cases such as this it is often the losses from reputational damage that businesses fear more.

Fines and reputational damage

This comes just three months after the ICO confirmed fines – for almost identical breaches of PECR – of £13,000 and £70,000 for Honda and Exeter-based airline Flybe respectively. Whereas Honda could not prove that 289,790 customers had given consent to direct e-marketing, Flybe disregarded 3.3 million addressees’ explicit wishes to not receive marketing emails.

Even a fine of £70,000 – which can currently be subject to a 20% early payment discount – for sending out emails to existing customers with some roundabout content in them for the sake of promotion, will seem charitable when the General Data Protection Regulation (GDPR) updates the PECR and DPA in 2018. Under the new regulations, misuse of data including illegal marketing risks a fine of up to €20 million or 4% of annual global turnover.

The ICO has acknowledged Honda’s belief that their emails were a means of helping their firm remain compliant with data protection law, and that the authority “recognises that companies will be reviewing how they obtain customer consent for marketing to comply with stronger data protection legislation coming into force in May 2018.”

These three cases are forewarnings of the imminent rise in stakes for not marketing in compliance with data protection law. The GDPR, an EU regulation that will demand British businesses’ compliance irrespective of Brexit, not only massively increases the monetary penalty for non-compliance, but also demands greater accountability to individuals with regard to the use and storage of their personal data.

The regulators recent actions show that companies will not be able cut legal corners under the assumption of ambiguity between general service and implicit promotional emails. And with the GDPR coming into force next year, adherence to data protection regulations is something marketing departments will need to find the time and resources to prepare for.

Harry Smithson, 22/06/17

Phishing ..Christmas..a time for taking?

phishing-alertThere I was, at my desk on Monday morning, preoccupied with getting everything done before the Christmas break, and doing about 3 things at once (or trying to).  An email hit my inbox with the subject “your account information has been changed”.  Because I regularly update all my passwords, I’m used to these kinds of emails arriving from different companies – sometimes to remind me that I’ve logged in on this or that device, or to tell me that my password has been changed, and to check that I the person who actually changed it.

As I hadn’t updated any passwords for a couple of days, I was rather intrigued to see who had sent the email, and I immediately  opened it.  It was from Apple to say I’d added an email as a rescue email to my Apple ID.

apple-email

Well that sounded wrong, so I clicked on the link to ‘Verify Now’ and was taken to a page that looked pretty legitimate.

apple-email-link

 

I thought I should see what was actually going on, so I logged in to my Apple ID using my previous password.  If I had been in any doubt, the fact that it accepted my out-of-date password made it very clear that this was a scam.

The site asked me to continue inputting my data.  At the top of the pages are my name and address details.  It’s also, for the first time, telling me that my account is suspended – always a hacker’s trick to get you worried and filling in information too quickly to think about what you’re actually doing.

apple-verify-1

Then the site starts to request credit card details and bank details …

apple-verify-2

And finally my date of birth so they can steal my identity, and a mobile number so that they can send me scam texts.

apple-verify-3

I know seven other people who received exactly the same email. And it’s just too easy to fall for, so any number of people could be waking up tomorrow with their identity stolen, and bank account and credit cards stripped of all money or credit.

With that in mind, here are some things to look out for in phishy (see what I did there) emails:

  1. Check the email address the email came from! If it looks wrong – it probably is!
  2. Hover your mouse over the links in the email to see where they take you. If this email had really been Apple it would have gone to an https:\\ address, at apple.co.uk
  3. Check grammatical errors in the text of the letter

Now if you do fall for an email as well executed as this, and if I’m completely honest, I’m shocked at how close to a real Apple email and website they looked, make sure you notify your bank and credit card companies immediately.  Change all of your passwords as soon as possible because if you use the same log in combination for any other accounts those could be targeted next.

Christmas has always been a time for giving.  Now it’s become the prime time for taking.

charlotte-seymour-2016

 

Written by Charlotte Seymour, 22nd December 2016