Amex fined for sending four million unlawful emails

15. July 2021

American Express Service Europe Limited (Amex) has received a £ 90,000 fine from the UK Information Commissioner’s Office (ICO) for sending over four million unwanted marketing emails to customers.

The reason for the investigation by UK’s supervisory authority were complaints from Amex customers, which claimed to have been receiving marketing emails even though they had not given their consent to do so. The emails, sent as a part of a campaign, contained information regarding benefits of online shopping, optimal use of the card and encouragement to download the Amex app. According to Amex, the emails were rather about “servicing”, not “marketing”. The company insisted that customers would be disadvantaged if they were not aware of the campaigns and that the emails were a requirement of the credit agreements.

The ICO did not share this view. In its opinion, the emails were aimed at inducing customers to make purchases with their cards in return for a £ 50 benefit, and thus “deliberately” for “financial gain”. This constitutes a marketing activity which, without a valid consent, violates Regulation 22 of the Privacy and Electronic Communications Regulations 2003. The consents and therefore the legal basis were not given in this case.

The ICO Head of Investigations pointed out how important it is for companies to know the differences between a service email and a marketing email to ensure that email communications with customers are compliant with the law. While service messages contain routine information such as changes in terms and conditions or notices of service interruptions, direct marketing is any communication of promotional or marketing material directed to specific individuals.

An Amex spokesperson assured that the company takes customers’ marketing preferences very seriously and has already taken steps to address the concerns raised.