In April 2019, the DPC received two separate complaints from an individual who had received unsolicited direct marketing communications by text and by email from the mobile network operator Vodafone. The individual stated that Vodafone had ignored their customer preference settings, which recorded that they did not wish to receive such marketing.

During our investigation, Vodafone confirmed that the complainant had been opted-out of direct marketing contact but that communications were sent to them due to human error in the case of both the text message and the email marketing campaigns.

In the case of the SMS message, Vodafone confirmed that a text offering recipients the chance to win tickets to an Ireland verses France rugby match was sent to approximately 2,436 customers who had previously opted-out of receiving direct marketing by text. This was as a result of a failure to apply a marketing preferences filter to the SMS advertising campaign before it was sent.

In the case of the email received by the complainant, an application that was intended to be used to send direct marketing to prospective customers was used in error and the message was sent to existing Vodafone customers. While Vodafone was unable to definitively confirm the number of customers who were contacted by email contrary to their preference, the marketing email was sent to 29,289 existing Vodafone customers. The company confirmed that some 2,523 out of 7,615 of these were contacted in error. However, it was unable to link the remaining 21,674 customers who were sent the same email with their marketing preferences in Vodafone’s data warehouse to confirm the total number contacted in error.

The DPC had also received a separate complaint in February 2019 from another individual who was a former customer of Vodafone. This customer had ceased to be a Vodafone customer more than five years earlier and they still continued to receive promotional text messages. In the course of our investigation, Vodafone confirmed that the direct marketing messages were sent to the complainant in error. It said that in this exceptional case, the complainant’s mobile number was not removed from the platform used to send marketing communications when their number was no longer active on the network. As the DPC had previously prosecuted Vodafone in 2011, 2013 and 2018 in relation to direct electronic marketing offences, we decided to initiate prosecution proceedings in relation to these complaints.

At Dublin Metropolitan District Court on 29 July 2019, Vodafone pleaded guilty to five charges of sending unsolicited direct marketing communications in contravention of S.I. No. 336 of 2011 (‘the ePrivacy Regulations’). The company was convicted and fined €1,000 on each of three charges and convicted and fined €750 each in respect of the two remaining charges.