Offering a glimpse into the view of the world from the governments perspective, the Open Rights Group makes the point that under the proposed changes to the UK's data protection regime, companies like Bounty would not have broken the law in the way that saw them receive a £400,000 fine from the ICO. The government's changes would legalise this kind of practice, making it difficult to hold businesses to account. In principle, Bounty had a legitimate interest in selling personal data to brokers or advertisers to "improve their marketing services". Under the new rules, there would be no need to balance this against "mothers and children's rights not to be profiled without their knowledge or exposed to abuses."
Privacy International reviewed the Bounty case last week.