The ICO has fined Ltd, a price comparison website, £80,000 for sending 7.1 million emails to customers who had previously opted out of direct marketing from the website. The company was updating customers with its terms and conditions, and stated in its email that “We hold an e-mail address for you which means we could be sending you personalised news, products and promotions. You’ve told us in the past you prefer not to receive these. If you’d like to reconsider, simply click the following link to start receiving our e-mails”. The ICO made it clear that asking people to consent to future marketing messages when they had opted out was against the law and that they would “continue to take action against companies that choose to ignore the rules”.