EE fined £100,000 by the Information Commission Office for sending out marketing material to non-consenting customers.
EE sent more than 2.5 million messages in 2018 said the ICO. These texts were used to contact existing EE customers to use the app and upgrade. EE defended themselves by blaming the blatant marketing on what they believed were, “service messages”. The ICO has ruled that it was however, promotional material which defies the electronic marketing rules.
“These were marketing messages which promoted the company’s products and services,” director of investigations at the ICO, Andy White.
“The direct marketing guidance is clear: if a message that contains customer service information also includes promotional material to buy extra products for services, it is no longer a service message and electronic marketing rules apply.”
EE have accepted the fine and said they will be working to improve internal processes.
