Why is Currys emailing me when I’ve opted out?

QAfter buying a Samsung TV from Currys, I was surprised to receive two emails from the retailer about qualifying for free trials of Apple services. I had opted out of receiving advertising emails from Currys, so isn’t it breaking the law by sending these? Keith Willcocks

AIt’s not as clear cut as that. Under the UK’S General Data Protection Regulations ( GDPR), companies are allowed to send emails to you when they think there’s a “legitimate interest” (as explained at www.snipca.com/39228).

This applies even if you’ve opted out of marketing emails.

Generally, legitimate interest is when a customer might benefit from being contacted. This definition forbids emails shamelessly promoting a retailer’s products, but it could allow offers from other companies, such as Apple’s promise of five months’ free access to Apple Music, Apple Arcade and Apple News+. Also permitted are emails informing customers they’re entitled to cashback as the result of a purchase.

Of course, one retailer’s legitimate interest is another person’s irritating spam. Keith clearly feels that Currys has no justification in sending the emails, and he could reasonably ask why Currys thought he would have an interest in Apple’s services.

He can complain to the Information Commissioner’s Office (ICO, www. snipca.com/39229), which has the power to investigate individual cases. Currys has asked us for Keith’s details so it can talk to him to clarify his contact preferences. CASE ONGOING