In April 2019, the ICO fined Bounty £400,000 for illegally sharing the personal information of 14 million mums and babies with 39 businesses under the companies data brokerage service. Privacy International has carried out its own investigation into what happened, and the harm caused and presents a solution. Following the investigation, the ICO released details of the four largest recipients of the data. In 2021 Privacy international contacted one of those companies, Sky. They refused to answer any questions.