The ICO has fined the credit broker Digitonomy Ltd £120,000 for sending millions of marketing SMS messages without appropriate consent. Digitonomy used affiliate marketing companies to conduct a marketing campaign in which they sent out messages offering cash loans. Digitonomy relied on the consent wording of the affiliates, which did not set out that by providing their data consumers consented to the receipt of direct marketing via text message. On that basis, the ICO found that the text messages had been sent without proper consent and so were unlawful.