IMY has initiated a supervision of H&M due to six complaints from individuals who objected to receiving direct marketing from the company. The complaints come from people in Poland, Italy and Great Britain but have been handed over to IMY because H&M has its headquarters in Sweden.
– It should be easy to avoid receiving advertising and offers that you are not interested in, says Albin Brunskog who is head of unit at IMY.
In its decision, IMY states that H&M has violated the GDPR by not ceasing to handle the complainants' personal data for direct marketing without undue delay, despite the complainants objecting to this.
The decision states that the company did not have sufficient systems and routines in place to make it easier for those who complained to exercise their right to object to direct marketing.
IMY issues an administrative fine of SEK 350,000 against the company for violations of the GDPR.